Leadership Assembly
Leadership Assembly will be held at the Embassy Suites by Hilton Charlotte in Charlotte, NC on March 6–8, 2025. It is a unique opportunity for PRSSA members to expand their leadership skills and help shape our Society. We hope you will consider registering and encourage future leaders in your Chapter to register.
REGISTRATION DEADLINE: Monday, February 10, 2025 (2 p.m. ET)
Who should register?
Each Chapter has the privilege of sending up to two official representatives to the Assembly: A Chapter Delegate and an incoming Chapter president, leader, or Nationally Affiliated Student-run Firm director (if applicable). PRSSA HQ will cover the registration and hotel costs for up to two representatives per Chapter.
In addition, other Chapter members (or affiliates) who are interested in the sessions and networking opportunities may register for the Assembly as general members. These general members must pay a registration fee of $200. We can only accept up to two general members per Chapter, at this time. Please contact Jeneen Garcia at jeneen.garcia@prsa.org if you want to send more than two additional members.
All students must inform their PRSSA Faculty Adviser regarding their interest in registering.
What does Assembly involve?
All attendees may access the leadership training sessions, Assembly meeting and networking events. One official delegate from each Chapter will vote to elect the 2025–2026 National Committee and on proposed Bylaw amendments (if any).
- From the Assembly leadership sessions students can expect to:
- grow as Chapter leaders and as leaders in this industry.
- increase their awareness of PRSSA’s national programs.
- strengthen their Chapter’s relationship with the National Committee.
- learn to prepare members to successfully transition to PRSA upon graduation.
Important Documents
Agenda
Thursday, March 6
Registration
1–6:30 p.m.
Chapter Collaboration Brainstorm Discussions
2–3:30 p.m.
Divided by Chapter size (small, mid-size, large), these concurrent discussions will offer a fantastic platform for you to connect with other Chapter leaders and exchange best practices. From Chapter development to community service, team dynamics, maximizing PRSSA benefits, membership recruitment, and engagement, these discussions will cover everything you need to help your Chapter thrive. Come prepared with questions and ideas to share!
PRSSA Member Benefits Discussion
3:45–4:30 p.m.
PRSSA offers a wide range of opportunities and resources for members, both locally and internationally. The key to fully embracing these opportunities is awareness. Join us for an engaging and informative discussion that will highlight all the benefits PRSSA offers and show you how to make the most out of your membership experience. From personal growth opportunities to valuable Chapter resources, you'll walk away from this session feeling energized, inspired, and ready to take full advantage of everything PRSSA has to offer.
Speaker: Emily Vazquez, Vice President of Member Services
Speaker: San Sharma, Immediate Past President
Speaker: Milagros Orcoyen, National President
PRSA Member Benefits Discussion
4:40–5 p.m.
Your journey with our Society doesn't end after graduation — it's just the beginning! With PRSA, there are endless opportunities for continued learning, growth, and professional development. Join us for this insightful conversation, led by PRSSA National Faculty and Professional Advisers, where we'll explore everything PRSA has to offer and why you should transition from PRSSA to PRSA after graduation. We'll also discuss strategies for engaging with the PRSA community while you're still in school, both as an individual and as a PRSSA Chapter. This discussion will help set you up for a seamless transition into the professional world and maximize your potential.
Speaker: Ken Hagihara, APR, Fellow PRSA, National Faculty Adviser
Speaker: Katie Thomas, APR, National Professional Adviser
Opening Night Reception
5:30–7:30 p.m.
Speaker: Milagros Orcoyen, National President
Sponsor: David Grossman, APR, Fellow PRSA, Founder & CEO, The Grossman Group
Keynote Speaker: Ray Day, APR, Chair, PRSA
Full Bio
Ray Day is Vice Chair of Stagwell. His role supports the integration, innovation and growth of Stagwell's more than 70 global agencies, with a particular focus on communications, public relations, corporate affairs, reputation and directly serving as
senior communications counsel for major clients around the world.
Day is a recognized voice and leader in communications and public relations. He joined Stagwell in February 2020 with more than three decades of experience and insights as a chief communications officer leading global communications teams, brands and agencies. He is well-known for expertise in reputation building, content creation, data and analytics, crisis readiness and recovery, and communications team development.
Before joining Stagwell, Day was IBM’s Chief Communications Officer, leading the company’s global Communications and Corporate Citizenship teams in more than 170 countries. His role included communications for all external and internal stakeholders.
Before IBM, Day was Group Vice President of Communications and served 28 years with Ford. His accomplishments include transforming Ford’s communications model working with then CEO Alan Mulally. This led to the biggest improvement ever in the company’s corporate reputation and brand strength. He was cited as a key part the Ford transformation in the American Icon business book.
Day’s global experience includes being based for four years in Europe, serving as head of Ford’s European Public Affairs, living in both Germany and the UK.
Before joining Ford, Day was a reporter and editor in the Detroit area.
Day has long been recognized on PRWeek’s Power List and the Holmes Influence 100. He serves on the PRSA board of directors and is the 2025 chair; He also serves on the board of the PRSA Foundation; is a past chair of The Seminar, an annual global forum for senior communications leaders and executives; a member of the Page Society; and a trustee of the Institute for Public Relations.
He is a graduate of Wayne State University in Detroit, where he earned a bachelor’s degree in mass communications and currently serves on the Wayne State Board of Visitors.
Sponsored by
Friday, March 7
Made-to-Order Breakfast (provided by the hotel)
6–8 a.m.
State of the Society, Delegate Debrief and National Election *
8:15 a.m.–12:45 p.m.
Keynote Luncheon — Emerging Leaders: Navigating the Transition from Student to PR Professional
1–2:30 p.m.
Join us for an insightful panel discussion featuring members of the Emerging Leaders Committee from the Plank Center for Leadership in Public Relations. Andrew Cook, Sarah Dougherty, and Tamarra Thal will share their journeys from student leaders to successful PR professionals. They'll dive into the leadership skills that have helped them thrive, including strategic thinking, inclusive communication, and teamwork. The discussion will also highlight how to prevent burnout in a demanding industry and maintain a healthy work-life integration as you progress in your PR career.
Speaker: Andrew Cook, Account Manager, Corporate Comms & Social Impact, Porter Novelli
Speaker: Sarah G. Dougherty, Vice President, The Bliss Group
Full Bio
Sarah G. Dougherty is a vice president at The Bliss Group, an integrated communications agency focused on healthcare, financial and professional services. At Bliss, Sarah drives key professional services accounts and helps lead the firm-wide learning and development program. She was previously a senior associate at New York Life Insurance Co. for several years, where she helped run the core insurance and retirement businesses' earned and owned media strategy. Sarah also co-founded the company’s national young professionals group. Before joining New York Life in 2018, Sarah served clients in corporate, financial and crisis areas at BURSON (then Burson-Marsteller; previously BCW Global.) She served as vice president of career services on the 2016-2017 national committee of the Public Relations Student Society of America and is currently part of The Plank Center for Leadership in Public Relations Emerging Leaders Committee.
Sarah is a two-time graduate of The University of Alabama. In 2017 she earned a B.A. in communication, cum laude, with majors in public relations and Spanish and a global studies certificate from the College of Communication and Information Sciences (C&IS). She was named the Barban Scholar by C&IS and the 2017 Outstanding Senior by the National Alumni Association; these awards recognize students who have consistently demonstrated exceptional achievement and personal character and whose contributions to UA exemplify the spirit of tradition and high potential in their future career field. In spring 2022, Sarah earned an M.A. in advertising and public relations as part of the Marketing Communication Management Program through C&IS and UA Online. She has also been an adjunct instructor, teaching PR Writing online for C&IS undergraduates. Based in New York, Sarah enjoys testing out the best fries in the city (Monkey Bar or Café Colette), running through Central Park or hosting a book club.
Speaker: Tamarra Thal, Global Internal Communications Lead, IBM
National Election (Continues)*
2:45–4:30 p.m.
Leadership Training Session — Leading with Inclusivity: The Power of BEDI and Intercultural Competence
5–5:45 p.m.
Join us for an inspiring session focused on the transformative impact of belonging, equity, diversity, and inclusion (BEDI) in leadership. In this engaging talk, Thomas will explore the essential role of intercultural competence in today’s global landscape, sharing practical strategies for fostering inclusive environments. Attendees will gain insights into how embracing diverse perspectives enhances leadership effectiveness and drives innovation.
Speaker: Thomas Bennett III, Senior Vice President, FleishmanHillard
Full Bio
Thomas is a military veteran with over 23 years of experience. Currently, he is Senior Vice President at FleishmanHillard, a global PR and communications agency that was named the 2023 Agency of the Year by PRWeek. In his role at FleishmanHillard, he helps lead global efforts to drive new business and organic growth for the agency. Additionally, he works with all FleishmanHillard General Managers across North America, EMEA, and APAC on their local office diversity, equity, and inclusion (DEI) plans and counsels clients on DEI through the agency's DEI practice, True MOSAIC.Bennett began his career working in professional sports with the San Francisco 49ers (NFL team) and the Memphis Grizzlies (NBA team). Prior to FleishmanHillard, he spent over 14 years working for multiple companies and organizations in the healthcare industry spanning the health and wellness, hospital and health system, and health tech sectors.
In November 2023, he was named to the Class of 2023 for the PRWeek Health Influencer 30 list. This recognition “comprises some of the most prominent players influencing healthcare and pharma PR. It includes client-side communicators, healthcare executives at the major PR firms, nonprofits, government and specialist health agency leaders.”
Thomas has served on multiple boards throughout his career. Most notably he's been a member of the Public Relations Society of America (PRSA) since 2017 and has served on multiple committees at the national level and within the local PRSA Dallas chapter. Currently, he's a national board member of PRSA and in 2025 will lead the PRSA Foundation as President. He also recently joined University of Georgia’s AdPR Executive Advisory Board.
He is originally from Little Rock, AR, graduated from Fisk University (an HBCU in Nashville, TN), received his MBA from Belhaven University, and is a member of Kappa Alpha Psi Fraternity Inc. (Alpha Delta Chapter).
Saturday, March 8
Made-to-Order Breakfast (provided by the hotel)
7–8:15 a.m.
Saturday Keynote - Leading Through Lessons: Learning from Mistakes and Giving Yourself Grace
8:30–9:30 a.m.
Leadership isn't about never making mistakes—it's about how you grow from them. In this session, Cheron Porter, MA, APR, will explore the power of self-reflection, resilience, and grace in leadership. Public relations is a fast-paced industry where challenges are inevitable, but how you respond to setbacks can shape your career. Join us for an insightful conversation on embracing mistakes as learning opportunities and leading with confidence, authenticity, and self-compassion.
Speaker: Cheron Porter, MA, APR
Executive Vice President, Corporate Communications
INLIVIAN
Full Bio
Cheron Porter is an award-winning communications and public relations executive with over 25 years of experience. Her expertise and insights are grounded in connecting with people and translating complex information into digestible details that clarify
purpose. As the Executive Vice President of Corporate Communications for INLIVIAN, North Carolina’s largest housing authority. In addition, as a C-suite advisor and spokesperson, Cheron counsels teams through issues management, internal
communications and intense high-profile scrutiny by creating strategic pathways through a crisis.
Cheron holds a Bachelor of Arts degree from James Madison University, a Master of Arts degree from American University, a Graduate certificate from the University of Maryland College Park, as well as the Accreditation in Public Relations (APR) distinction. In addition to being an Accountability Coach, Cheron has been a mentor for over 20 years and currently serves as the Diversity and Inclusion Chair for PRSA Charlotte and a coach for Girls on the Run.
Leadership Training Session — Making an Impact: Community Engagement for Student Leaders
9:45–10:45 a.m.
As student leaders, we have the power to drive meaningful change beyond our campuses. Join Jessica Martin Graham, APR, Fellow PRSA—Founder and CEO of Fionix Consulting LLC, Chair of Dress for Success Charlotte, and Vice Chair of the PRSA College of Fellows—as she shares insights on building strong community connections, launching impactful initiatives, and leading with purpose. Learn how to leverage your role to make a difference and leave a lasting impact on your Chapter and the communities you serve.
Speaker: Jessica M. Graham, APR, Fellow PRSA
Closing Remarks
10:45 – 11 a.m.
Hotel & Travel
Hotel
Embassy Suites by Hilton Charlotte
4800 South Tryon Street
Charlotte, NC 28217
Check-in: 4 p.m.
Check-out: 11 a.m.
PRSSA makes hotel reservations and assignments for all Leadership Assembly attendees. All questions about your hotel reservations should be directed to jessica.espinal@prsa.org, not the hotel.
PRSSA will pay room and tax for only two representatives from each Chapter at the Embassy Suites by Hilton Charlotte. Check in is on Thursday, March 6, check out is on Saturday, March 8. Incidental charges are the responsibility of the individual. Each room has two beds, so up to two students can be placed in a room. Any cancellation made later than Thursday, February 20 will be subject to a fee of one room night at the rate of $159 plus taxes and fees.
General Members must pay for their hotel charges on-site. PRSSA will assign rooms to general member attendees on a first-come, first-served basis, in rooms with other general members. Every effort will be made to assign roommates based on your room occupancy preference; however, it is not guaranteed. If you have other room requests, contact PRSSA Headquarters at (212) 460-1476. Note: PRSSA is not responsible for last-minute cancellations or no-shows for hotel reservations.
If you do not need a room reservation at the Embassy Suites by Hilton Charlotte or would like to request a specific roommate, contact jessica.espinal@prsa.org as soon as possible.
The hotel offers the following amenities:- Free made-to-order breakfast
- Complimentary evening reception
- Free Wifi
- Free Parking
- Fitness Center
- Airport Shuttle
- Indoor Pool
- And more ...
Travel
Airport
- Charlotte/Douglass International Airport – 13 minutes away
Restaurants Nearby
- McDonald's – 5 minutes
- Cook Out – Southern Fast food Chain with BBQ, Burgers and Milkshakes – 5 minutes
- Taqueria Rosita (Mexican Restaurant) – 6 minutes
- McKoy’s Smokehouse and Saloon (BBQ – Trip Advisor top 20 Restaurant) – 6 minutes
- KFC – 7 minutes
- Chubb’s Famous Chiliburgers (Hamburger restaurant with 4.6 stars & >1,000 reviews on Google Maps) – 7 minutes
- Charlotte Beer Garden – 12 minutes
- Mama Ricotta’s (Trip Adviser top 10 Italian Restaurant) – 16 Minutes
Attractions Nearby
- Nascar Hall of Fame – 14 minutes
- Carowinds (Amusement Park) – 14 minutes
- Southpark Shopping Mall – 15 minutes
- Freedom Park – 15 minutes
- Mint Museum Uptown – 16 minutes
Leadership Assembly Travel Grant
This grant was created to encourage and support multicultural students majoring in public relations and related fields who plan to pursue a career in public relations. The grant will support multicultural students attending the PRSSA 2024 Leadership Assembly in Seattle, Washington. The grant will be used to cover Travel — Airfare to and from Leadership Assembly, up to $500.
Running for National Office
During the Leadership Assembly, members may run for positions on the National Committee. Candidates must be a PRSSA member in good standing.
Anyone considering a National office should learn more by reviewing the job descriptions, contacting current National Committee members and reading the PRSSA Situation Analysis, which provides an overview of the Society’s history, projects and timelines.
The 2025 Situation Analysis will be posted on the PRSSA website in January. The Candidate Nomination Form and other election guidelines are available online at Run For National Office.
Sponsorship
PRSSA members gather at the Leadership Assembly to make influential, long-term decisions about the future of the Society, elect a new National Committee and review the National Bylaws. In addition, those who attend engage in leadership training and networking. This event is always held in the spring.
2025 Sponsors
2025 Sponsorship Opportunities
Welcome Reception — launches the Assembly and allows attendees to network with students from different Chapters as well as with local professionals.
Maximum two sponsors at $7,500 each
Motivational Speaker/Keynote Address — Attendees will hear from a keynote speaker – one speaker will offer a motivational address and other speaker will address leadership skills/attributes directly.
Maximum two sponsors for each keynote address at $6,500 each
Leadership Training Session — specific sessions offered to provide attendees with leadership training on topical issues and attributes.
Maximum three sponsors (one per session offered) at $3,500 each
Exhibit with PRSSA — Exhibitors will have an opportunity to host an exhibit table near registration on March 7 and March 8 to showcase their agency, corporation, graduate program, etc.
Maximum of four exhibitors at $2,500 each.
Eric M. Winkfield, serving as Vice President at M Booth and M Booth Health, leads the charge in advancing Diversity, Equity, and Inclusion (DE&I) initiatives across both organizations. Bringing extensive experience to the table, Eric specializes in strategic counseling for key corporate clients, encompassing reputation management, public affairs, integrated marketing, and issues and crisis management.
Elaine Q. Chang
Brandi Sims, the visionary Founder & CEO of Brandinc PR, boasts a remarkable 15-year career in public relations, digital marketing, and PR event planning. Her diverse expertise has been honed through collaborations with a wide array of clients, including public figures, nonprofits, government sectors, and corporations. Her impact is evident in her clientele, which spans various sectors, from Arts & Humanities to Sports Figures, securing significant media coverage in Forbes, ESPN, Fox News, The New Yorker, and Cosmopolitan.