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PRSA 2017 International Conference

The Spirit of Revolution: Communications in the 21st Century

Oct. 8–10 | Boston

Note: You are browsing information about a previous PRSA International Conference. Visit the program page for this year’ event.

Assessing Communication Effectiveness: How Well Are You Really Doing?

Sunday Pre-Conference Seminars

Note: Prior registration required.

You spend a great deal of money on organizational publications, but are they making an impact on key publics? Is your money being spent wisely? Should your organization consider conducting a Communications Effectiveness Study (CES)? If you wish to diagnose communications effectiveness by uncovering strengths and weaknesses, pinpoint communications barriers as well as the problems and opportunities facing your organization, and assess organizational communications with key publics, this seminar is a “must.”


Jay Rayburn, Ph.D., APR, Fellow PRSA, CPRC, associate professor, Florida State University

Photo of Jay Rayburn, Ph.D., APR, Fellow PRSA, CPRC

Rayburn has 35 years of experience in public relations and communications with an emphasis in quantitative and qualitative research methods. He is a past president of the Florida Public Relations Association and has received its highest honor, the John W. Dillin Award.


Peter H. Hollister, APR, Fellow PRSA, CPRC, principal and counsel, Hollister, Trubow & Associates

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Peter H. Hollister, APR, Fellow PRSA, CPRC, is a principal and counsel with Hollister, Trubow & Associates (HT&A). Prior to co-founding HT&A in 1986, he worked in the corporate sector for an electric utility, in the not-for-profit sector for three different universities as vice president, and as a consultant, originally with Jackson Jackson & Wagner. Simultaneously, he spent 33 years in military public affairs, retiring from the U.S. Army Reserves as a colonel.


Patricia Trubow, APR, Fellow PRSA, CPRC, principal and counsel, Hollister, Trubow & Associates

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Trubow has served as head of communications for a multi-hospital health care system, as communications coordinator for a regional planning council and as public relations coordinator for a major electric utility. Since co-founding HT&A in 1986, she has counseled corporate, nonprofit, governmental and professional service clients.