Yankee Chapter PRSA

The Psychology of Influence: What Behavioral Science Can Teach Us About Attention, Trust and Action

On June 3rd, the Yankee Chapter of PRSA hosted Marlana Trombley of Prosper Peak for a virtual Lunch & Learn on how to use Psychology to up your PR, marketing and communications game.

“Journalists are overwhelmed, with all the AI-generated content flooding their channels,” says Trombley. “AI can generate content, but it can’t generate trust.” Trombley emphasized that today’s practitioner will have a competitive advantage if they understand human behavior. She reviewed 5 areas to consider when executing Marketing, PR and Communications plans...

The Psychology of Influence: What Behavioral Science Can Teach Us About Attention, Trust and Action – Jackson Jackson & Wagner The Psychology of Influence: What Behavioral Science Can Teach Us About Attention, Trust and Actionby Robin Schellin Behavior Change Theory & Tactics, Strategy & Tacticson Posted on June 10, 2026June 10, 2026 On June 3rd, the Yankee Chapter of PRSA hosted Marlana Trombley of Prosper Peak for a virtu...

Welcome to our newest Yankee Chapter member, Lauri West! Thanks to Lauri West of Saint Paul’s School for joining the Yankee Chapter of PRSA – she attended our NHHA/Yankee Chapter PRSA program on May 13th and helped to host last year’s June mixer at Saint Paul’s School. Welcome aboard, Lauri!

As your 2026 PRSA Chair, I want to offer a clear and candid update on where we stand and where we are headed together.

We are seeing encouraging signs in PRSA’s financial position. While there is still important work ahead, our cash flow has stabilized. That progress reflects the difficult but necessary decisions made over the past year, along with the continued focus and discipline of our staff leadership team and Board of Directors.

At the same time, we need to remain realistic about the challenges ahead.

Membership decline, particularly among first- and second-year members, remains one of our most significant concerns. It’s important to put that in context. We are not seeing a sharp drop-off, but rather a gradual erosion over the last seven years that mirrors broader shifts impacting professional associations across industries.

Understanding the “why” behind these trends is critical. That’s the focus of our newly established Board task force, which is examining member behavior, expectations and long-term engagement patterns. The goal is to develop practical insights and tools that support Chapters, Districts, and Sections moving forward.

In parallel, we are advancing a comprehensive membership strategy centered on recruitment, retention, engagement and strengthening the value we deliver to communications professionals. Many initiatives are already underway, but meaningful results will take time. This work requires ongoing testing, refinement and sustained effort.

We are also exploring opportunities to strengthen and diversify revenue in ways that align with our mission and provide real value to our members and the profession. Programs like the Women of Impact Awards are part of that broader strategy as we work to build a more sustainable future.

There are bright spots worth highlighting. Registration for PRSA ICON is ahead of projections, which is an encouraging signal of engagement and momentum across our community. We know many of you are eager for additional details, and we look forward to sharing new keynote announcements very soon.

Progress will not happen overnight, and there is still significant work ahead. But we are moving in the right direction with greater focus, greater transparency and a clearer understanding of what it takes to strengthen PRSA for the long term.

That work will continue to require us to listen closely, test new ideas and remain willing to evolve alongside the profession we serve. Your engagement, feedback and partnership are essential to that process.

I’m deeply appreciative of the discipline and resolve demonstrated by our Executive Committee, National Board and staff as we continue this work. We are here to serve our members, and your trust and your contributions to PRSA’s success truly matter. This is a shared effort, and I’m grateful for the way we continue to move forward together.

Thank you.

Best,
Heide Harrell, APR
2026 PRSA National Board Chair

PRSA | Public Relations Society of America | PR Certification, Training and Professional Development The Public Relations Society of America (PRSA) is the nation’s leading professional organization serving the communications community for PR Certification, Training and Professional Development.