Communication Strategy: Public Relations Training

Courses cover key concepts and techniques of effective public relations, including strategic thinking, proactive planning and improved relationship building. Subtopics include audience identification, campaign development, message development and integrated communications.

On-Demand Online Course
Categories: Accreditation Preparation & Maintenance, Communication Strategy
Gaining the Certificate in Principles of Public Relations differentiates you from other new college graduates in public relations and related majors who have not passed the Certificate examination. This course helps you prepare for taking the computer-based examination.

Note: The Certificate is only available to students at participating schools.
On-Demand
On-Demand Online Course
Category: Communication Strategy
This comprehensive e-learning course offers in-depth approaches to leveraging key components of marketing, media and advertising to accelerate PR campaign results. Divided into five learning modules, this course will position you to lead integrated marketing communications campaigns from start to finish. Bonnie Harris; On-Demand
On-Demand Online Course
Category: Communication Strategy
This comprehensive e-learning course teaches communicators how to use integration as a powerful tool in any communications practice. This five-hour course provides a review of integrated marketing concepts, followed by ways to learn about your specific audiences, develop integrated strategies and tactics that work together to boost results, and effectively manage your work in a planned, synchronous fashion. Bonnie Harris; On-Demand
How to Future-Proof Yourself, Fearlessly Innovate, and Succeed in the New Normal
Aug. 31, 2017 | Webinar, On-Demand Available Sept. 7
Categories: Branding, Communication Strategy, Emerging Trends, Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
Even the most successful organizations must continually reinvent themselves, their solutions, and their PR + outreach strategies to remain market leaders in an age of growing change, connectivity and globalization. In this eye-opening presentation, audiences will learn how to thrive in the new operating reality, create competitive advantage, and successfully leverage new leadership strategies to adapt to changing times. From more powerful ways to unleash innovation to solutions for better capitalizing on cutting-edge advancements, discover how you and your organization can flourish in tomorrow's world – and effectively apply its most crucial success strategies and skills in context. Scott Steinberg; Live Online
Financial Communications Section
How CCOs and CMOs are Handling a New Presidential Administration
Sept. 12, 2017 | Section Webinar, On-Demand Available Sept. 17
Categories: Communication Strategy, Leadership & Management
Included with PRSA Membership.
This webinar will focus on how businesses can prepare for any potential issues stemming from the current presidential administration’s communications practices. Steven Cody; Live Online
More Ideas, Higher Quality Ideas, More Relevant Ideas
Sept. 21, 2017 | Workshop | New York, N.Y.
Categories: Branding, Communication Strategy, Techniques & Tactics
The success of marketers and communicators rests on their ability to generate, build upon and curate ideas. This workshop is designed to help communicators and marketers learn how not only to consistently generate competitive marketing and communications ideas, but develop the regular practice of generating relevant ideas that meet specific strategic goals. Stephen Dupont, APR; In-Person
Develop stories that media outlets want to run and readers want to read
Oct. 12, 2017 | Webinar, On-Demand Available Oct. 17
Categories: Communication Strategy, Social Media, Techniques & Tactics, Writing
Included with PRSA Membership.
In this webinar, you’ll learn how to think like a reporter to develop story angles that readers want to read (and that journalists and bloggers want to run). Ann Wylie; Live Online
Crafting Messages that Motivate
Oct. 25, 2017 | Webinar, On-Demand Available Nov. 1
Categories: Communication Strategy, Techniques & Tactics, Writing
Included with PRSA Membership.
This webinar will share best practices for PR and Communication professionals on how to craft messages that motivate your audiences. Ken O’Quinn; Live Online
Leverage Experts and Peers to Create Your Organization's Plan
Nov. 2, 2017 | Workshop | New York, N.Y.
Categories: Communication Strategy, Crisis & Reputation, Leadership & Management
Bring your draft Reputation Management Plans (pre-work guidelines will be provided) and spend a full day getting direct input from two experts in the field (and architects of the PRSA Reputation Management Certificate Program) and your peers. Go home with a plan that is tailored to your organization’s unique challenges and that will ensure your success as a Reputation Champion. Anthony Johndrow; Loren-Christopher Schneid; In-Person
Nov. 8–9, 2017 | Conference | Chicago, Ill.
Category: Communication Strategy
The Strategic Collaboration Conference provides attendees with valuable opportunities to learn from experts in the field who understand the specific challenges and needs that corporate communicators face. In-Person
Learn a NEW, created-for the web structure for reaching readers online
Nov. 9, 2017 | Webinar, On-Demand Available Nov. 16
Categories: Communication Strategy, Techniques & Tactics, Writing
Included with PRSA Membership.
In this webinar, you'll learn to write webpages that put your key messages where readers' eyes are, help them find what they're looking for; avoid the type of leads that visitors skip; and help them read faster, remember more, understand better, find what they're looking for and enjoy the experience enough to come back. Ann Wylie; Live Online
Increase coverage, sharing and more with tight, bright releases
Dec. 5, 2017 | Webinar, On-Demand Available Dec. 12
Categories: Communication Strategy, Techniques & Tactics, Writing
Included with PRSA Membership.
In this session, you’ll how to write tight, bright PR pieces that increase readership, coverage, sharing and more. Ann Wylie; Live Online
Public Affairs and Government Section
Using the California Drought as a Case Study
On-Demand Section Webinar
Category: Communication Strategy
Included with PRSA Membership.
California is in the midst of the worst drought in the state’s recorded history. Find out how communications professionals are effectively changing public behaviors and perceptions around this topic. Patricia Tennyson; Ruth Bernstein; Lauri-Ellen Smith, APR; On-Demand
New Professionals Section
Harness the Power of the Influencers Shaping Your Market
On-Demand Section Webinar
Category: Communication Strategy
Included with PRSA Membership.
Learn how to incorporate new earned, owned and paid media tactics to better engage influencers with content. Find out how converged media strategies will help you effectively reach influencers. Learn more about PRSA 2015 New Professionals Week and find a local event near you! Naimul Huq; On-Demand
Putting More Thought Into Practice
On-Demand Webinar
Category: Communication Strategy
Included with PRSA Membership.
Based on smart thinking and best practices curated from more than 100 articles and marketplace experiences, this session will teach you what thought leadership is and the characteristics of effective thought leaders. Debbie Wetherhead; On-Demand
Technology Section
Hear How Technology Facilitates Reporting
On-Demand Section Webinar
Category: Communication Strategy
Included with PRSA Membership.
Even the most robust reporting staffs are challenged to keep pace with the volume and velocity of data being generated. Fortunately for today’s media and PR leaders, new storytelling technology is helping media and communications leaders offload routine reporting. Gain a closer look! Kristian Hammond; Mary Conley Eggert; On-Demand
Counselors Academy
Expand Your Brand’s Reach and Impact
On-Demand Section Webinar
Category: Communication Strategy
Included with PRSA Membership.
To survive and thrive in this new world, PR departments need to evolve fast. In this session, you’ll learn the tactics traditionally associated with marketing that will help you expand your brand's reach and impact, outpace competitors and turn your department into a power player within the organization. Mark Thabit; On-Demand
Strategic Leveraging for Fundraising Success
On-Demand Webinar
Category: Communication Strategy
Included with PRSA Membership.
In the new world of corporate gift giving, success comes from collaboration and co-branding to achieve mutual goals. During this webinar, attendees will learn to develop a clear vision of their fundraising goal and tips to engage sponsors by co-branding and adding value to their relationships. Cyndee Woolley, APR; On-Demand
Corporate Communications Section
Lead Your Corporation Into the Next Era of Effective Internal and External Communications
On-Demand Section Webinar
Category: Communication Strategy
Included with PRSA Membership.
Free for PRSA Members. Corporate communications is undergoing significant change. Major influencers include the expanding global marketplace, shifting demographics, digital technology and other forces. In this webinar, you will learn the 10 most important needs that corporate communicators can address now to help give their firms an edge over the competition. John Deveney, ABC, APR, Fellow PRSA; Michele E. Ewing, APR, Fellow PRSA; David L. Remund, Ph.D., APR, Fellow PRSA; On-Demand
Fine-Tune Your Strategies and Tactics
On-Demand Webinar
Category: Communication Strategy
Included with PRSA Membership.
Understanding your target audience’s behavior is a key critical success factor in today’s multi-channel media campaigns. Public relations professionals can incorporate personas and other behavioral marketing concepts into their practice to fine-tune strategies and tactics and improve overall campaign performance. Bonnie Harris; On-Demand
Motivating People to Say Yes
On-Demand Webinar
Category: Communication Strategy
Included with PRSA Membership.
What motivates people to comply with your request or accept your opinion? In this webinar, get a revealing look at research from leading social scientists in the field of persuasion. You’ll explore principles of behavioral psychology that you can use every day, even in email, to move people toward your point of view. Ken O’Quinn; On-Demand
Techniques You Can Apply Now to Learn More About Your Target Audience Behavior and Drive Better Campaign Results
On-Demand Webinar
Category: Communication Strategy
Included with PRSA Membership.
Knowing about behavior can help you make better decisions about the best channels and tactics to overcome bias, increase engagement and promote virality, and start you on a path to boost your results tremendously through the use of IMC. Bonnie Harris; On-Demand
The Drivers of Trust Around the Globe
On-Demand Webinar
Category: Communication Strategy
Included with PRSA Membership.
This webinar will take a long look at the constant drivers of trust across time and place, as well as the implications for measuring trust within your publics and for developing campaigns aimed at reinforcing or building trust. Bryan H. Reber, Ph.D.; Michael Cacciatore, Ph.D.; Tonia Ries; On-Demand
Why Integration is PR’s Key to Success
On-Demand Webinar
Category: Communication Strategy
Included with PRSA Membership.
The advent of social technologies means that PR pros must know how to socialize media relations in the truest sense of the word. Integration is the name of the game. Shonali Burke, ABC; On-Demand
Association/Nonprofit Section
The Opportunity and Benefits of Going Viral
On-Demand Webinar
Category: Communication Strategy
Included with PRSA Membership.
Organizations of any type, and in particular associations and nonprofits, must begin to shift towards an updated digital media strategy. To be more effective, digital messaging must begin to pivot; it should come from the perspective of the donor, advocate, member, or customer. Whether you're looking for new donor sources, desire to be more relevant to your membership, or compete in an overcrowded customer landscape, this webinar will give you plenty to consider as you begin to plan for the Fall and your 2017 calendar. Peter Winters; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Writing
Included with PRSA Membership.
In this session, you’ll learn simple techniques to avoid making assumptions, step outside of yourself and your filters, and focus on the needs of those around you. Jay Sullivan; On-Demand
On-Demand Webinar
Categories: Branding, Communication Strategy, Media Relations, Social Media, Techniques & Tactics
Included with PRSA Membership.
Learn why super fans are important to your brand, how to attract more fans to your brand, and how to enhance their loyalty. Stephen Dupont, APR; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Techniques & Tactics
Included with PRSA Membership.
Learn how Slack is changing internal communications and making it easier to complete client and campaign work. Natan Edelsburg; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Measurement & ROI, Techniques & Tactics
Included with PRSA Membership.
In this webinar, Googler, Adam Singer will explain how PR people can become more strategic, understand complex metrics and use data to your advantage. Adam Singer; On-Demand
A PRSA | Institute for Public Relations Measurement Commission Partnership Webinar
On-Demand Webinar
Categories: Communication Strategy, Measurement & ROI, Techniques & Tactics
Included with PRSA Membership.
This webinar will explore the perspectives of corporate, agency and research consultancy as panelists share their experiences enabling more fully integrated business public relations, marketing and business decision-making. Mark Weiner; Jackie Matthews; Allan Dib; On-Demand
Corporate Communications Section
How Corporate Storytelling can Engage Investors and Drive Value
On-Demand Webinar
Categories: Communication Strategy, Measurement & ROI, Techniques & Tactics
Included with PRSA Membership.
To compete in today’s global markets, companies not only need a truly differentiated value proposition but a thoughtful strategy to demonstrate and reinforce this value proposition for investors. Rob Berick; On-Demand
Telling Our Story, Building our Organizational Pride
On-Demand Webinar
Categories: Branding, Communication Strategy, Techniques & Tactics
Included with PRSA Membership.
Participants will learn that through customer service, organizational pride efforts and storytelling, organizations can take control of their own brands and help build fact-based narratives in media environments that can sometimes come across as less than fully balanced. Monique Farmer, APR; Kala Morrissey; On-Demand
Association/Nonprofit Section
On-Demand Section Webinar
Categories: Communication Strategy, Social Media, Techniques & Tactics
Included with PRSA Membership.
This webinar will explore how people make decisions, how ideas spread, and how social influence shapes behavior. Jonah Berger, Ph.D.; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Social Media, Techniques & Tactics
Included with PRSA Membership.
In this webinar, attendees will learn about integrated digital marketing, how new-style comms agencies are pitching and proving ROI. Stella Bayles; On-Demand
PRSA Webinar Features Researchers Behind Major Brand Sentiment Study
On-Demand Webinar
Categories: Branding, Communication Strategy, Techniques & Tactics
Included with PRSA Membership.
This webinar will explore this idea using IBM software to examine sentiment from 180 million blogs, 15 million forums and a statistically valid random sample of 10 percent of all Twitter data. Participants will also learn how news about earnings, products and other business topics have nowhere near the positive impact as corporate social responsibility initiatives. Christian Schoen; Dave Armon; Lawrence Bowdish; On-Demand
5 Tips for Developing Stronger Communication with Employees
On-Demand Webinar
Categories: Communication Strategy, Leadership & Management
Included with PRSA Membership.
This webinar as we explore five ideas for developing your professional communication delivery with employees. Suzanne Updegraff; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Media Relations, Social Media, Techniques & Tactics
Included with PRSA Membership.
This webinar will explore new media pitching techniques that communication professionals are using to land more than their share of media coverage this year. Michael Smart; On-Demand

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