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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.

Nonprofit Storytelling Across Social and Traditional Media

Professional Development Workshop Set 6

Hosted by the Association/Nonprofit Section.

Although nonprofit organizations have experimented more with incorporating a variety of social media platforms into their communications efforts, little has been done to look into how nonprofits and foundations can leverage the combined power of traditional and social media outlets. This panel presents case studies and practical takeaways on how nonprofits can tell stories to build awareness of their missions and programs, while working to increase online and offline engagement with key stakeholders.

You’ll also:

Session Materials

Final Presentation

(Available to registered attendees only. Register now!)


Richard D. Waters, Ph.D., associate professor, University of San Francisco

Photo of Richard D. Waters, Ph.D.

Waters also is the associate editor of Case Studies in Strategic Communication. He has spent more than six years as a fundraiser for health and human service organizations, and continues to consult Fortune 500 and Philanthropy 400 organizations.



Shonali Burke, ABC, president and CEO, Shonali Burke Consulting, Inc.

Photo of Shonali Burke, ABC

Burke was named in PRWeek’s inaugural top “40 Under 40" list of U.S.-based public relations professionals, and is considered one of 25 women that rock social media. She also is publisher of the popular public relations and digital media blog, "Waxing UnLyrical," as well as an adjunct faculty member at Johns Hopkins University, where she teaches a course on “not-for-profits in the digital age” in its Master of Arts in Communication program. 



Greg Thomas, lead strategist, TMI Agency

Photo of Greg Thomas