By Emma Vega, Pro-Am Day Chair

Two years ago, I attended Pro-Am Day as a student, hoping to figure out what I wanted to do with my life. On Oct. 29, I had the privilege of hosting and coordinating this year’s Pro-Am event. Looking back, I couldn’t be prouder of how far I’ve come, or more grateful for the chance to give students in my old shoes the same experience. 

Four career stages, one panel

We opened the conversation with a panel built to show PR from several points in a career. Nick Nelson of Edelman, Larry Springer, Amelia Folkes, and Carson Jones of ECPR each brought a different era of the profession to the stage.

The range was the point. One end of the table remembered fax machines and press releases delivered by hand. The other end works with AI tools every day. In between came phone pitching: yes, actually calling a reporter.

The shared message among the panelists? Change is inevitable, and adaptability is everything. Whether it's mastering the fax machine or figuring out AI, students and pros alike must be willing to embrace change with grace, curiosity and humility.

18 breakouts in 90 minutes

The biggest change this year was the breakouts. Pros and students spent an hour and a half in 18 sessions, small enough for real conversation and a change from the lecture format of previous years. We paired pros and students based on shared interests, such as:

• PR Writing 101, led by Saliyah Parker and Rick Havacko 

• AI in PR: Balancing Efficiency, Ethics and Accuracy, led by Dana Marruffo and Jeff Beckham

• The Art of Pitching, led by Kimberly Deese

• Crisis Communications, led by Amelia Folkes and Destin Singleton

• Boring into Buzz, led by Debra Price and Paul Villagran 

• Agency vs. In-House, led by Joshua Hunter

The students asked good questions. They were curious, and many already had a sense of which corner of PR they want to work in. The pros noticed, and more than one said afterward that they had learned something themselves through the mentorship process.

Not every registered student made it, but those who came did so with eagerness and passion, traits I recognized in myself when I attended Pro-Am two years ago. The students I spoke with said the experience exceeded their expectations and helped them clarify their interests and envision their future career paths.

What I took away as chair

I was excited, and a little surprised, to see so many professionals volunteer their time and so many students register. Last year’s format provided more flexibility for both pro and student, but lacked the community-building aspect that makes Pro-Am a success. This year, we achieved a nearly 1:1 pro to student ratio, which was an excellent opportunity for meaningful conversations and mentorship.

As we look ahead to 2027, we’re already brainstorming ways to boost student turnout. One option is moving the event to a day with fewer class schedule disruptions to encourage more student attendance. We want to preserve the structure and personal connections of this year’s format while continuing to grow student engagement. 

The pros who volunteered kept coming back to the same idea: somebody made time for them once, and this is how they pay it forward. Seeing that happen in a room full of students is the reason Pro-Am Day exists, and it’s why I signed on as chair this year. 

Thank you, and see you next year

Thank you to our panelists, Nick Nelson, Larry Springer, Amelia Folkes and Carson Jones. Thank you to every pro who led a breakout and to all who helped coordinate the event, including Dr. Nancy Salisbury. Thank you to our sponsors: the Texas State University School of Journalism and Mass Communication, St. Edward's University and Dr. Natalie T. J. Tindall.

To students: you don't need to wait until next year's Pro-Am Day. PRSA Austin events run all year, and they're the easiest way to keep building the relationships you started there. Join us, and consider joining your university’s PRSSA chapter to connect with peers. 

To pros: if you've never volunteered, put Pro-Am Day 2027 on your calendar. If you’re interested in volunteering as a pro or have ideas for how to make the event even better, reach out to me at proam@prsaaustin.org. You'll get as much out of it as the students do.

I came to Pro-Am two years ago looking for direction. This year, I left realizing just how meaningful it can be to help someone else find theirs.