Industry Perspective: Lessons From PRSA Counselors Academy

Earlier this month, Denver returned from the Counselors Academy of PRSA Spring Conference with a familiar sense of energy and perspective that comes from stepping outside the day-to-day rhythm of agency life. It’s a conference he prioritizes each year for both the programming and the conversations that happen in between.

Here’s how he summed it up:

“I had the opportunity to attend the Counselors Academy of PRSA Spring Conference in Carlsbad—something I try to make time for each year.

It’s always a valuable few days to reconnect with peers from across the country, especially fellow agency owners and senior-level consultants who are navigating many of the same challenges and opportunities. Those conversations alone make the trip worthwhile.

This year’s sessions focused heavily on the continued evolution of our industry, with a deep dive into AI and emerging technology platforms. From content development to client service to internal operations, it’s clear these tools are rapidly reshaping how firms like ours operate. The most useful discussions weren’t just about the technology itself, but how to apply it in practical, meaningful ways.

Counselors Academy has been a consistent resource for me over the years, dating back to my early days of agency ownership. It’s one of those forums where you can step away from the day-to-day, compare notes with smart people and come back with a few ideas worth putting into practice.

Looking forward to putting some of those takeaways to work and continuing the conversation at my next stop - PR Consultants Group’s Annual Meeting in Portland, Oregon - in a couple of weeks.”