…is Counselors Academy’s annual conference.

I’m here now, in Naples, Florida, anticipating tomorrow’s official start.

And I have to say that if you’re running an agency, this is one of the top resources around. It’s an annual gathering of agency principals who come together for three days of professional development, honest and open dialogue, camaraderie and fun.

This is my fourth conference and so far I’ve had the good fortune to learn about ethical persuasion from Robert Cialdini and hear about the world according to Robert Scoble. I’ve also taken part in informative and provocative sessions on topics ranging from PR industry trends and running a successful business to creating and nurturing an agency culture, developing leaders, managing for profitability, building client relationships, hiring (and firing) staff. The list could go on and on.

Not only that, I was introduced to social media first-hand by several Blogi-masters, including Giovanni Rodriguez, Josh Hallett and Joel Postman. They planted the seeds (the blog is strong in this one) and really helped me develop a strategic approach to and understanding of the new online landscape.

Plus I met PR agency consultant Darryl Salerno, who, with his seminar on English language usage and grammar helped me accept that I may not be ‘smarter than a fifth grader’. He is also working with us to position our agency for new opportunities and growth.

And best of all, Counselors is a chance to connect with and get to know some of the most talented people who work in PR, have similar challenges and issues and are willing to share their experience and expertise.

I always come away from these meetings with energy to spare. Pat McNamara introduced me to the organization and I’d like pass along the favour. If you’re running an agency (of one, five or 50) I urge you to check out CA. You can probably get some ‘as it happens’ info on the blog.

In any event, if you run into me in the next couple of weeks, and notice my unabashed enthusiasm for PR, my excitement and ideas for the future…well, now you’ll know the source.

About Martin Waxman

Martin Waxman, MCM, is a digital communications strategist. He conducts AI research, leads digital and social media training workshops and speaks at events across North America. He's co-founder of two PR agencies, president of a consultancy and has worked in the industry for nearly 30 years. Martin is a LinkedIn Learning instructor, teaches digital strategy and social media at McMaster University, the Schulich School of Business, University of Toronto SCS and Seneca College. He's a member of the Institute for Public Relations Digital Media Research Center and a past-chair of PRSA Counselors Academy. He has a Master of Communications Management (MCM) from McMaster-Syracuse Universities.

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