ICON 2025 Recap: What is Digital Accessibility and Why Do We Need It?

By: Emma Sexauer  

This year’s Public Relations Society of America (PRSA) annual conference for communications, marketing, and public relations was held in Washington, D.C. After reflecting on the number of breakout sessions held, the digital accessibility session lead by Matisse Hamel-Nelis and Ann Knettler stuck with me the most.   

I learned that digital accessibility is no longer optional — it is a critical aspect of responsible brand management. This ICON 2025 session highlighted how accessibility drives legal compliance, enhances brand reputation, supports business growth, and boosts SEO performance. 

The Importance of Digital Accessibility  

Accessible websites improve reach, user experience, and search visibility, yet 95.9% of homepages still contain accessibility barriers. These gaps not only exclude potential customers but can also expose organizations to legal and reputational risk. 

Social Media Accessibility 

Accessible social media practices expand audience reach and reflect a brand’s commitment to inclusion. Some best practices to consider are: 

  • Add alt text for all images. 
  • Include captions on every video — captioned videos have an 80% higher completion rate. 
  • Format hashtags in Pascal Case (#ExampleLookHere) or Camel Case (#exampleLookHere) for readability. 
  • Avoid decorative fonts that may be inaccessible. 
  • Use clear, straightforward language for all posts. 

Creating Accessible Digital Content 

For video and multimedia accessibility, here are some important pieces to consider:  

  • Captions: Essential for deaf and hard-of-hearing audiences. 
  • Transcripts: Provide a full text version of spoken content. 
  • Audio descriptions: Convey important visual details for blind or low-vision users. 
  • Always review and edit auto-generated captions for accuracy and SEO value. 
  • Use closed captions on YouTube and open captions on social media. 

Making Documents and PDFs Accessible 

To ensure a PDF is readable by screen reading technology, it needs to be properly structured with tagging during its creation. Accessibility in a PDF is not visible on the page itself; it is built into the coding of the file.  

Common accessibility issues include:  

  • PDFs that do not meet PDF/UA standards. 
  • Scanned PDFs without selectable text. 
  • Missing structural elements (headings, lists, tables). 
  • Lack of alt text for images. 

Solutions: 

  • Use free accessibility tools such as GrackleGo to identify issues. 
  • Incorporate software designed to simplify accessibility editing. 
  • Maintain a logical reading order throughout documents. 
  • Offer alternative formats, including HTML and EPUB. 

Conclusion 

Digital accessibility is both a legal requirement and a strategic advantage. Brands that prioritize accessibility can demonstrate inclusivity, strengthen customer trust, and position themselves for sustainable growth.  

As the ICON 2025 speakers reminded attendees, accessibility isn’t about avoiding lawsuits — it’s about creating digital spaces where everyone can engage fully. In today’s connected world, inclusive design is good ethics, good compliance, and good business. 

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About the Author  

Emma Sexauer is a current Fall 2025 intern at Bellevue Communications Group. She is a senior at Temple University studying Public Relations, minoring in Digital Media Engagement. She is also the Firm Director of Temple University’s first and only student-run public relations firm, PRowl Public Relations. In addition, she is the Director of Digital Communication for Temple’s PRSSA chapter.