Artificial intelligence can generate content. It can’t make you memorable.
That’s a central theme for Sally Hogshead, a New York Times bestselling author, expert on the science of fascination and frequent “Today” show contributor. Her work has helped leaders and brands communicate with authenticity and influence and understand how they are perceived.
Those ideas will take center stage during Hogshead’s keynote, “The Fascination Factor: Authentically Communicate Who You Are at Your Best,” at PRSA ‘s ICON 2026, Oct. 20 in Orlando, Fla.
In this conversation with PRsay, she explains why standing out doesn’t mean trying to be better than everyone else, but embracing what makes you different.
What can people attending ICON expect to take away from your session?
Imagine that every time you walk into a room, you’re intentionally or unintentionally giving cues and signals. Whether it’s a client, someone you’re pitching to or someone reading your website, they’re receiving a first impression. Emotionally and rationally, they’re deciding whether they should hear you, remember you, and take action.
Over the last decade, I’ve studied those hidden cues. It’s not just about public relations. It’s also about what’s actually happening behind the decision-making process and why people choose to trust, remember and respond to someone.
PR professionals spend much of their careers helping organizations, executives and brands stand out. How can they apply those same principles to themselves?
Whether we’re a brand, an organization, a team or an individual, the goal used to be to be better. Today, it’s better to be different. Different is better than better.
The goal isn’t to look at your competition and outdo them. It’s not about studying everyone else’s press releases or SEO strategy and asking, “How do I outrank them?” Instead, ask: “What am I already doing right that resonates with my ideal audience?”
Whether you’re a publication, a communicator or a content creator, the opportunity is to demonstrate what makes you distinct.
Many communicators feel pressure to develop a personal brand. What’s the difference between building a personal brand and becoming more authentically yourself?
For any of us, the goal isn’t to create a “personal brand.” It’s to have an identity that authentically matches who we already are on the inside. You don’t have to change who you are. You need to become more of who you are. Figure out what you’re already doing right, then do more of it, and do it on purpose.
In a study of more than 100,000 high-performers across industries, income levels and geographies, we found that the people who consistently outperformed weren’t reinventing themselves. They identified the one way they naturally created tremendous value and leaned into it. For example, the detail-oriented people became exceptionally detail-oriented. They didn’t try to become someone else; they amplified what already made them valuable.
Great teams are built on differences. Everyone contributes something unique, and the same is true for communicators.
Professionals spend a lot of time trying to fix their weaknesses. Why is it often more valuable to double down on your strengths instead?
You’re touching on a vulnerable truth that all of us feel. There are things we’re simply not great at. If you try to be great at everything, you’ll be great at nothing. You’ll never be perfect for everyone, and that’s OK. That’s why we have teams and partnerships.
Bigger networks, stronger résumés or more credentials didn’t define the highest performers. They understand how they fundamentally add value, and they double down on it.
Imagine an executive assistant who’s extraordinary at attention to detail. They become indispensable because everyone knows they’re the person who can organize the impossible, keep track of every detail and make things happen.
We all have situations in which we’re naturally wired to over-deliver, and others where we’ll struggle no matter how hard we try. Understanding those patterns allows us to put ourselves in positions where we’re most likely to succeed instead of trying to become someone we’re not.
Here, Hogshead discusses what she hopes PRSA ICON attendees will take away from her keynote…
The post ICON 2026 Preview: Sally Hogshead on Standing Out by Being Yourself first appeared on PRsay.