PR is a Sport and #SunCon25 Was the Arena
By: Sade Teel, MA
As a member of Public Relations Society of America (PRSA), I’ve always appreciated the professional growth and community the organization offers. Attending the 2025 PRSA Sunshine District Conference reminded me just how powerful it is when communication professionals come together to share ideas, tackle challenges and connect in person.
Held July 17-18 at the Marriott Jacksonville Downtown, the event brought together public relations, marketing and communications professionals from across Florida and beyond. With the theme “Bridging Connections: Connecting PR to the Outside World,” the conference delivered energy, insight and inspiration.
One of my biggest takeaways? We all share a common goal — living. When we realize we’re more alike than we think, PR becomes more than a job. It becomes fulfilling. Be innovative. Be the one who thinks outside the box. Commit to the craft.
Opening with purpose
The conference kicked off with a unique keynote by Bob Kodzis. His “workLIFE” talk balanced inspiration and humor in a way that felt personal. Bob reminded us that our careers are only one part of who we are and that balance, happiness and human connection are essential. It was an impactful way to ease into the event while reflecting on the bigger “why” behind what we do.
Breakout sessions with real impact
SunCon25’s breakout sessions offered something for everyone — from solo practitioners to large agency leaders. I found myself not just taking notes but redefining what my role is within this industry. It underlined my desire to always do things with impact.
A standout was “Keywords to Coverage,” led by the Wounded Warrior Project’s PR team. It delivered SEO strategies tailored for PR pros and showed how optimized content can directly support earned media. PR has transitioned from just press releases and pitches to being practical and strategic. There’s purpose behind everything we write, do and speak.
“Inside the Message” gave a behind-the-scenes look at how public information officers from agencies like the FBI and Jacksonville Sheriff’s Office handle high-stakes communication. Their transparency about pressure, ethics and accuracy was refreshing.
Another meaningful session was “Guardians of Truth,” a conversation about why ethics and professional credentials like the APR matter more than ever. With trust at an all-time low and misinformation on the rise, this session reminded us that PR isn’t just about promotion — it’s about responsibility.
PR is a sport — Literally
One of the most fitting moments of the conference was “Bridging the Venue: How Sports Teams Share Their Impact Story Off the Field.” Panelists from the Jacksonville Jaguars, Sporting JAX and the PGA TOUR showed how sports organizations build community impact stories that extend beyond the game. This session struck a personal chord for me.
PR is a sport. The discipline, the strategy, the need to adapt under pressure — it all mirrors what athletes face. Whether you’re crafting a campaign or coordinating crisis response, you must show up prepared, stay agile and play your role with precision. You’re part of a larger team and your performance affects the outcome. That session reminded me that our work is performance. Its impact. And it happens both on and off the field.
AI is here — Wake up
Artificial intelligence was a major theme at SunCon25. Sessions like “PRESS Forward” and “Working With AI Instead of Against It” focused on practical ways to integrate AI tools into our workflows.
The AI panel on Friday pushed it further, showing how these tools can enhance storytelling, research and internal efficiencies. But here’s the reality: just because AI can help doesn’t mean it should lead. Our job is to interpret, analyze and communicate with context and clarity. Critical thinking must still drive our work.
Leading with resilience
Tonya Oxendine’s keynote was a masterclass in leadership. A U.S. Army veteran and Wounded Warrior Project spokesperson, Tonya shared her journey from poverty to becoming one of the first Black female command sergeants major in the 82nd Airborne Division. Her story reminded us that leadership is about resilience, purpose and the will to rise.
The Radiance Awards Luncheon added even more inspiration, spotlighting top campaigns across Florida. PRSA Chair Ray Day’s update on the organization’s future included key shifts, including the growing role of influencers within strategic communication. This industry isn’t standing still — and neither can we.
The gold
The final keynote from Olympic gold medalist Shannon Miller brought it all home. Her “Gold Medal Mindset” was about goal setting, staying positive and committing to excellence. She didn’t just talk about medals — she talked about mindset.
In that moment, I thought: this is it. PR is a sport. We show up, we train, we pivot and we perform under pressure. Whether we’re behind the podium or behind the scenes, we’re all athletes in the arena.
Keep showing up
As I left Jacksonville, I felt reenergized — not just with tools and tactics, but with clarity and confidence. Conferences like this are more than professional development, they’re fuel for the journey.
The relationships I built were just as valuable as the sessions themselves. From breakout Q&As to casual hallway chats, the networking was real, intentional and uplifting.
If you’re considering PRSA membership or thinking about attending a future Sunshine District event, my advice is simple: do it. The strongest asset we have in this fast-moving field is each other.
We’re not just managing brands or drafting messages. We’re bridging gaps, building trust and shaping the future of communication — one play at a time.
I’m thankful to PRSA Orlando for the SunCon Grant, which allowed me to take part in this unforgettable experience.
