Pack Your Communications Backpack
By Brittney Ryba, PRSA Nebraska
As the school bell rings and yellow buses return to their routes, it’s a good reminder that
professional growth doesn’t stop after graduation. Every fall offers a fresh opportunity to
sharpen our skills, strengthen our relationships and recommit to communicating with
purpose. It’s the perfect moment to check your gear — your communications backpack —
and make sure you’re carrying the tools that will help you lead with clarity, strategy and
confidence.
1. A Clear Story Map
Your story map keeps you oriented when the terrain shifts. Fall is a great time to revisit your
organization’s narrative and ensure your messaging still aligns with audience needs and
organizational priorities. When your spokespeople share the same map, communication
stays cohesive even when unexpected detours appear.
2. A Reliable Calculator: Data & Insights
Instinct matters, but your calculator, aka your data, keeps you accurate. Audit your
dashboards, refine KPIs and make sure your measurement tools are calibrated for fall
campaigns. Strong insights help you navigate with precision, especially when leadership
wants to see clear ROI.
3. A MultiChannel Toolkit
Today’s communicator needs a hybrid toolkit stocked with essentials:
- Shortform video strategy
- Email segmentation
- Social listening
- Media relationship tracking
- AIassisted content drafting
The more versatile your tools, the more prepared you are for rapid shifts in audience
behavior.
4. Art Supplies
Creativity is fuel. Pack inspiration from campaigns you admire, local Nebraska stories and
moments worth capturing. An art supplies kit keeps your work fresh, imaginative and resilient
even when your schedule gets heavy.
5. A Safety Plan
Every backpack needs an emergency folder — your ready-to-deploy plan. Updated contacts,
holding statements, internal communication flows and a clear chain of command belong
here. Fall is the ideal time to review it, refresh it and ensure it’s accessible before
emergencies hit.
6. A Lunchbox
Strong relationships energize your work the same way a good lunch keeps a student going.
Your lunchbox is filled with the essentials that sustain you: media connections, community
partners, internal champions and the people who help move ideas forward. Fall is the perfect
season to refill it — reconnect, reach out and rebuild momentum.
7. Your APR Study Guide: The Professional Growth Essential
This fall, more communicators are adding something new to their backpacks: the tools to
pursue Accreditation in Public Relations (APR).
During PRSA’s June Member Monday livestream, accredited professionals emphasized how
earning an APR can elevate your career, sharpen your strategic thinking and strengthen your
leadership voice. Yolanda K. Stephen, APR, shared that before earning her credential, she
felt “something was missing” in her professional development - even after 15 years in the field
and advanced degrees. After completing the process, she became a more strategic
communicator and gained expertise in reputation management and crisis communications.
For many, the payoff is immediate. APR graduates report becoming stronger strategic
advisers, gaining a seat at the table with leadership and advancing professionally.
If you’re looking to elevate your strategic voice this fall, consider adding APR preparation to
your backpack.
8. PRSANE Field Trip Schedule
Slip this into the front pocket of your planner — your fall field trips:
- August 20: PRSANE Luncheon
- September 3: APR Coffee Hour
- September 10: PRSANE Luncheon
Each event is a chance to learn, connect and keep your backpack stocked with fresh ideas.
Ready for the Season Ahead
As you step into fall, take a moment to check your communications backpack. What’s
missing? What deserves more space? What could help you grow into the communicator you
want to be? A well-packed backpack doesn’t just prepare you for the work — it helps you
enjoy the journey.
