
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.
Grand Ballroom Pre-Function
Chapter Collaboration Discussions
2–3:30 p.m.
Salon AB (small)
Salon C (medium)
Salon D (large)
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.
Grand Ballroom
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.
Grand Ballroom
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.
Queen City Ballroom
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.
Atrium
State of the Society, Delegate Debrief and National Election *
8:15 a.m.–12:45 p.m.
Grand Ballroom
Keynote Luncheon — Emerging Leaders: Navigating the Transition from Student to PR Professional
1–2:30 p.m.
Queen City Ballroom
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
Full Bio
Andrew Cook is a communications strategist and consultant, based in New York. His experience spans a variety of industries for non-profit, corporate and social impact clients including food and beverage, travel/tourism, global health, philanthropy, financial services and health care, through time at Porter Novelli, Weber Shandwick and Edelman.
Andrew attended BYU, where he studied public relations and global business and holds a Masters in Public Interest Communications from the University of Florida.
He is a member of the Plank Center's Emerging Leaders Committee and served as the 2017-18 PRSSA National President.
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
Full Bio
Tamarra Thal is an award-winning professional who specializes in strategic storytelling. She is currently an editor and global internal communications professional at IBM, where she writes stories, strategies on employee engagement opportunities and helps disseminate important news to IBMers in a digestible way.
She holds a Bachelor of Science in Public Relations from the University of Florida. Outside of IBM, she serves as an Emerging Leaders Committee member for The Plank Center and a Board member for the Public Relations Society NY Chapter where she equips rising PR stars with the tools, resources and confidence to thrive in the industry.
She also serves as managing editor for The Grossman Group's The Emerging Leader newsletter, a resource of articles written by emerging leaders for emerging leaders.
National Election (Continues)*
2:45–4:30 p.m.
Grand Ballroom
Leadership Training Session — Leading with Inclusivity:
The Power of Diversity in PR
5–5:45 p.m.
Grand Ballroom
Join us for an inspiring session on the transformative impact of Inclusion, Diversity, Equity, Access, and Belonging (IDEA+B) in communications. In this engaging talk, Natalia will explore the essential role of intercultural competence in today’s global landscape and share practical strategies for fostering inclusive environments. Attendees will gain insights into how embracing diverse perspectives enhances leadership effectiveness and drives innovation.
Speaker: Natalia A. Flores, APR
Full Bio

Natalia A. Flores, APR, is an award-winning communications professional with 20+ years of experience helping brands authentically connect with diverse audiences. A first-generation Latina from Argentina, she specializes in multicultural communications, including internal and external communications, community relations, and DE&I strategies.
As Senior Marketing Director for Program Experience at the YMCA of Greater Charlotte, Natalia leads the marketing strategy for programs promoting youth development, healthy living, and social responsibility. She is passionate about education, multicultural marketing, and mentoring students from diverse backgrounds. Flores has worked at global agencies, including Burson, FleishmanHillard, and Porter Novelli in Miami. She has represented a diverse portfolio of clients, including Sherwin-Williams, Blue Cross NC, Samsung, MasterCard Worldwide, SAP, Office Depot, VMware, the Latin GRAMMYs, Macy’s, and many others.
A dedicated PRSA member for over two decades, Natalia began her journey with PRSSA at Florida International University, where she served as Chapter President. She later became the youngest president of PRSA Miami, earned her APR, and helped launch the first international PRSSA chapter in Buenos Aires. Since relocating to Charlotte, she has remained an active leader in PRSA Charlotte.
Natalia recently led a marketing campaign to destigmatize teen mental health, which earned a GOLD Addy and a Mosaic Award at the 2024 American Advertising Awards for Public Service and Diversity. Launched in 2023, the Mental Health Has No Face Campaign provides mental health resources for teens, particularly youth, People of Color, and LGBTQ+ communities, who face higher mental health risks.
Natalia has earned numerous accolades for her industry contributions and community impact, including PRSA Charlotte’s Mosaic Award, Community Honoree from Sigma Rho Sorority, and recognition as a Charlotte Power 15 award winner by Walker’s Legacy. She was also named to the Charlotte Business Journal’s 40 Under 40, a PRWEEK Champion of PR, and a finalist for the Charlotte Chamber’s Young Professional Awards and PRWEEK’s Young PR Professional Award.
She graduated from Florida International University’s School of Journalism and Mass Communication, is accredited in public relations (APR), and holds a Diversity & Inclusion certificate from eCornell.
Saturday, March 8
Made-to-Order Breakfast (provided by the hotel)
7–8:15 a.m.
Atrium
Saturday Keynote - Leading Through Lessons: Learning from Mistakes and Giving Yourself Grace
8:30–9:30 a.m.
Grand Ballroom
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.
Grand Ballroom
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
Full Bio
Jessica M. Graham, APR, Fellow PRSA, is the founder and CEO of Fionix Consulting, a strategic communications agency she established in 2017. Leveraging over 30 years of diverse and multifaceted experience in communications, Jessica delivers creative and strategic solutions in public relations, brand positioning, community engagement, social media, and reputation management for a wide range of organizations and industries. Her work moves ideas, people, and businesses forward, creating positive change.
Jessica's extensive career spans various industries, including retail, telecommunications, and education. Before founding Fionix Consulting, she served as vice president, chief communications and community officer for Belk, Inc., where she managed public relations, community outreach, corporate and store events, internal communications, and diversity and inclusion initiatives. Her previous roles include public information officer and assistant to the President for Community Relations & Marketing Services at Central Piedmont Community College, director of public affairs for Time Warner Cable Charlotte, and corporate relations manager for Harris Teeter, Inc.
Jessica is active in the community and has served on more than 20 boards, seven as chair. In addition, she has participated on more than 30 committees for various community organizations. She currently serves as chair of Dress for Success Charlotte’s Board of Directors; marketing chair of the Charlotte Trail of History Board of Directors; secretary and board member of the Union County Chamber of Commerce; and past chair and board member of the American Lung Association North Carolina’s Leadership Board. A graduate of Leadership North Carolina Class XXI and Leadership Charlotte Class XIX, she is an active member of Women Executives.
Jessica has been deeply involved in the Public Relations Society of America (PRSA) since joining in 1999. She has held more than 20 leadership roles in the organization, including Charlotte Chapter chair, Chapter District Council chair, Southeast District chair, chair of the National Governance Committee, and treasurer and member of the National PRSA Board. She currently serves as Vice Chair of the College of Fellows.
Named a Top Woman in PR by PRNews, Jessica was honored with the PRSA Chair's Award for Exceptional Service to the Society in 2018. She has also been the recipient of three PRSA Silver Anvil Awards, multiple Gold, Silver and Bronze International Business, American Business, and Women in Business Stevie Awards, Leadership North Carolina’s Stanley Frank Award, Mecklenburg Times’ 50 Most Influential Women, and PRSA Charlotte Chapter’s Infinity Award.
She holds a B.A. in Journalism & Mass Communication from UNC Chapel Hill.
Closing Remarks
10:45 – 11 a.m.
Grand Ballroom
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.