This year, PRSA-LA has the honor hosting the 2025 PRSA Western District Conference on Feb. 24-26 at the beautiful Sheraton Universal Hotel in Los Angeles. As the curtains close, we find ourselves reflecting on three incredible days filled with learning, inspiration, and connection. Under the theme “Lights, Camera, Innovate: Leading PR’s Next Act,” we gathered in the entertainment capital of the world to explore the evolving landscape of public relations—where AI, ethical storytelling, and data-driven strategies are redefining our profession. Students also gathered before Monday’s Opening Night Reception and hosted the PRSSA Conference, “Pitch Perfect,” culminating in a competition created by The Wonderful Company.
From thought-provoking keynotes to hands-on workshops, our attendees immersed themselves in cutting-edge insights designed to shape the future of PR. PRSA National Chair Ray Day, APR, vice chair of Stagwell and executive chair of Allison Worldwide, shared five major truths and other compelling data. Aaron Kwittken, founder and CEO of PRophet, discussed companies and brands that disrupted their industries and how we need to evolve as communications engineers. We tackled other pressing issues like amplifying our messages on social media platforms, navigating PR’s multicultural future, the ethics of storytelling, and how PR can drive meaningful social change. Industry leaders shared their experiences and strategies, leaving us all with renewed energy and fresh perspectives to bring back to our organizations.
Beyond the sessions, the conference was a reminder of the power of community. Whether it was reconnecting with colleagues, meeting new mentors, or exchanging ideas over coffee, the spirit of collaboration and support was evident at every turn. With more than 200 attendees and volunteers, we celebrated excellence with the Best in the West Award, given to PRSA-LA’s Bob Gold & Associates for “Embracing the Community at Curacao’s Chula Vista Grand Opening Fiesta” and honored the innovative work pushing our industry forward.
A heartfelt thank you to our presenting sponsor PRophet and other sponsors: Notified, Allison Worldwide, SoCalGas, Truescope, AIJ Communications, Mission Driven PR, and PRSA Western District Board, and our media sponsor O’Dwyers. We also acknowledge our speakers who spent time to share their expertise. Thank you to the dedicated PRSA Western District Conference Committee for making this event a resounding success. A special thank you to Victoria Lelash, APR for her willingness to step into the director’s chair and bring the spotlight to our Opening Night Reception and creating a memorable experience for our speakers and guests—your dedication truly helped lead PR’s next act with excellence! Helping us behind the scenes, our student volunteers who could be seen in check-in and swag tables, every breakout session, and breakfast and lunch keynotes. To our attendees—thank you for your passion, engagement, and commitment to elevating our field. We look forward to seeing you next year as we continue to shape the future of public relations together!
#PRSALA #PRSAWestDist #PRSAProud
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