PR Boot Camp

Key Concepts and Techniques of Effective Public Relations

May 2–3, 2019
Washington D.C. area
Washington, D.C.
Nonmembers: $995.00
PRSA Members: $845.00
PRSSA Member (student): $275.00

Categories: Communication Strategy, Techniques & Tactics

Take a deep dive into the key aspects of the public relations profession. Whether you are a journalist, new graduate, transitioning from another field, new in your position or wanting to learn more about public relations, this overview with Robin Schell, APR, Fellow PRSA, will provide you with the knowledge you need. Gain a clear understanding of public relations and communications concepts and techniques through lectures, case study presentations, discussions and group exercises. Examine the theory and practice of major issues presently facing the public relations profession and participate in hands-on teamwork as you create your own public relations plan based on a case study.

By the end of this workshop, participants will be able to:

  • Understand how to transition into the public relations profession.
  • Define the challenges and opportunities of the public relations profession.
  • Design a 10-step public relations program including setting goals and tactical execution.
  • Explain how to measure public relations effectiveness.
  • Describe how to create effective external/internal communications.
  • Demonstrate understanding how to handle crisis communications.
  • Understand ethics guidelines.
  • Define research methodologies.
  • Understand how to create and present a public relations plan.


Robin Schell, APR, Fellow PRSA, senior counsel and partner, Jackson Jackson & Wagner

Photo of Robin Schell, APR, Fellow PRSA

Schell, APR, Fellow PRSA, has 20 years of consulting experience and specializes in strategic planning, effective internal and external communication systems, constituency relations programs and behavioral research.



Participants with the APR credential earn 4.0 APR Maintenance Credits for a two-day course. Learn more about Accreditation maintenance.