ECD Chair’s November 2025 Message
Hello PRSA East Central District Members!
Finding Joy in the Story
I just returned from PRSA ICON in Washington, D.C., and my mind–and heart–are full. Between inspiring sessions, meaningful conversations with peers, and even a memorable Lyft ride from Reagan National Airport (my driver, a furloughed D.C. police officer who dreams of trading her badge for farmland), I was reminded once again that listening–really listening–is still one of our greatest superpowers as communicators.
The conference opened with Lauren Graham–yes, that Lauren Graham from Gilmore Girls–who charmed and challenged us in equal measure. She shared how encouragement from Diane Keaton helped her overcome self-doubt and write her book, now a New York Times bestseller. Lauren confessed she once believed that being “busy” meant she didn’t need help–until she learned that collaboration and kindness actually make the best stories possible. Her takeaway? “Find joy in the story and, in the moment, and be kind.” Lessons we can all use in our fast-paced PR world.
A highlight from an AI-focused session revealed that 89% of links cited by AI come from earned media–proving that our work doesn’t just influence audiences; it shapes what Generative AI “reads.” What this tells me is simple: you can’t pay to influence an LLM. In today’s world, authentic storytelling still wins!
As great as the sessions were, one of the most unforgettable experiences came when 14 PRSA members from across our East Central District participated in a professional development opportunity with the Air National Guard (ANG) Public Affairs team inside the Pentagon. Not even a light, steady D.C. rain as we walked from the Washington Hilton to the Metro could dampen our enthusiasm! We have photos to prove it, and Mark Pompilio even has the shirt to commemorate it.
For nearly three and a half hours, we learned practical lessons from four leaders of the Air National Guard communication team, led by Lt. Col. Devin Robinson. We engaged in small-group discussions, enjoyed a “lunch and learn” in the Pentagon food court, and participated in a 75-minute Q&A session in the Pentagon Briefing Room. The ANG leaders’ professionalism, candor, and passion for service deeply inspired us all.
Another wonderful moment came the day before the Pentagon meeting when 32 ECD members gathered for our networking lunch, joined by PRSA National Chair, and ECD member, Ray Day. We shared ideas, offered encouragement and enjoyed many moments of laughter. It was memorable to be together as a district!
Clearly, ICON ’25 was more than just a conference—it was a reminder of why we do what we do and how we can continue to do it with purpose and heart. Here’s to sharing stories that matter, to moments of joy, and to the power of PR done with heart.
Keep moving forward,
Mark D. Weinstein
PRSA East Central District Chair
