Techniques & Tactics: Public Relations Training

Programs offer how-to’s that will help you keep up with the latest communications and public relations resources and best practices. Learn how to implement tactics that will make your strategies succeed.

A Playbook for Earning Positive Coverage
On-Demand Online Course
Category: Techniques & Tactics
Most PR pros send pitches that are destined to fail from the start. If your pitch shows up like everyone else’s, it will be treated like everyone else’s — it will be ignored. In this comprehensive e-learning course, you’ll discover how to craft a pitch that gets noticed. Gain the tools and insights you need to transform yourself into a master of the cold email pitch. Discover pitching skills that are beyond the reach of your average PR pro. Accurately and effectively measure what you do, so that your client or employer knows what they’re getting from your efforts. Michael Smart; On-Demand
Best Practices for Using Visual Storytelling Tactics in Media-Facing Assets and Beyond
Sept. 21, 2018 | Workshop | Arlington, Va.
Categories: Branding, Media Relations, Techniques & Tactics
Visual storytelling done well increases engagement, explains and summarizes complex information, speeds up comprehension, tugs the heartstrings and motivates action. This is why visuals are now at the heart of brand identity and content creation to a greater degree than ever before. This workshop will discuss tactics for creating and sharing highly branded, engaging and transferable media-facing assets. Malayna Evans, Ph.D.; In-Person
Sept. 25, 2018 | Sponsored Webinar, On-Demand Available Oct. 2
Categories: Branding, Techniques & Tactics
Included with PRSA Membership.
Designed for those who work in higher education, this fun and energetic webinar will share examples of how universities are creating unique and engaging events centered around record breaking experiences. Examples include the Most sandwiches made in an hour by Temple University (and donating them to nearby homeless shelters) and the Most backpacks stuffed with school supplies in one hour by Brown University. The result creates memories that last a lifetime and drives earned media, generates community goodwill, and engages student and alumni. Keith Green, APR; Live Online
Presented by PRSA and Ragan Communications
Sept. 26–28, 2018 | Conference | San Jose, Calif.
Categories: Branding, Techniques & Tactics
In-Person
The Digital Edition
Nov. 9, 2018 | Workshop | Portland, Ore.
Categories: Leadership & Management, Social Media, Techniques & Tactics, Writing
In this fast-paced workshop, you'll learn how technology impacts leadership communication, the digital communication skills every leader must have, and how you can work with leaders to effectively use digital channels. Blythe Campbell, APR; In-Person
Learn to Engage Readers with Creative Writing
Nov. 15, 2018 | Webinar, On-Demand Available Nov. 22 through Dec. 6
Categories: Techniques & Tactics, Writing
Included with PRSA Membership.
In this creative nonfiction writing webinar, you’ll learn how to write copy that grabs attention, keeps it longer, communicates more clearly, enhances credibility and is more likely to go viral. Ann Wylie; Live Online
Virtual Reality, Augmented Reality and 360-Video Workshop for PR
Nov. 16, 2018 | Workshop | San Francisco, Calif.
Categories: Communication Strategy, Emerging Trends, Social Media, Techniques & Tactics
Learn how immersive technologies impact PR and newsgathering, content marketing and social media. You will delve into the new ways brands will tell stories and what tools professionals need to embrace now. This workshop includes a hands-on portion where attendees will be able to create their own AR filters or 360-videos. Cathy Hackl, APR; In-Person
Dec. 6–7, 2018 | Conference | San Diego, Calif.
Categories: Techniques & Tactics, Emerging Trends
The PRSA Marketing and Digital Communications Conference will help communicators understand and gain knowledge in the areas of digital and traditional marketing that intersect with communications practices. Communicators will learn from experts in the field of digital and traditional marketing to help build a stronger foundation in components of marketing that consistently overlap with communications. In-Person
Dec. 11, 2018 | Webinar, On-Demand Available Dec. 18
Categories: Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
This webinar is ideal for closing the year and starting fresh on quality initiatives. It is easy to continue performing in the same way year after year. We will discuss how learning the three primary tools for upgrading the quality of your conversations, your projects and your engagement will prepare you for 2019. Suzanne Updegraff; Live Online
Educators Academy
Incorporating today’s world into our lessons and identifying opportunities for collaboration
On-Demand Section Webinar
Category: Techniques & Tactics
Included with PRSA Membership.
Learn the dynamics of using great initiatives and current community resources and merging those with your courses and students. Our speakers will give great examples of their own success in the community and building a bridge to the classroom. Melissa D. Dodd, Ph.D.; Lois Boynton; Gemma R. Puglisi; Karen Freberg, Ph.D.; On-Demand
Independent Practitioners Alliance
On-Demand Webinar
Category: Techniques & Tactics
Included with PRSA Membership.
Thinking about striking out on your own? Make 2017 the year you take the leap! The path to starting your own business is exciting and rewarding but also filled with new challenges you may not have anticipated. Learn from independent practitioners who have navigated this uncharted territory, overcome obstacles and built successful businesses. J.W. Arnold, APR, Fellow PRSA; Wendy Kurtz, APR; On-Demand
On-Demand Webinar
Categories: Branding, Techniques & Tactics
Included with PRSA Membership.
This webinar will explore five ways to find your superpower by looking at inspiring examples from brands and individuals around the globe: 1. Imagination 2. Dedication 3. Differentiation 4. Validation and 5. Amplification. Join us for this exciting webinar to ensure your are more equipped to unleash your brand's superpower for your next campaign. Keith Green, APR; On-Demand
Tips for Communicating Expectations to Build Trust and Credibility
On-Demand Webinar
Categories: Communication Strategy, Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
Join us for this webinar as we discuss the value of setting expectations for performance results and for developing a professional relationship filled with trust and credibility. Suzanne Updegraff; On-Demand
Crafting Messages that Motivate
On-Demand Webinar
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; On-Demand
On-Demand Webinar
Category: Techniques & Tactics
Included with PRSA Membership.
A how-to webinar offering insight and tips on how to ignite your career, or for those who have worked in the communications profession for a number of years, how to re-ignite your career. Stephen Dupont, APR; On-Demand
The Plan, the Process and the Possibilities
On-Demand Webinar
Categories: Communication Strategy, Techniques & Tactics
Included with PRSA Membership.
All successful business professionals set goals on a consistent, annual basis. Achieving the goals you set and managing the process is a vital way to move forward in your career. During this Webinar you will learn not only the relevance of setting and achieving goals, but how to focus on the targets of importance both to you as an individual performer and to your organization. Suzanne Updegraff; On-Demand
How GE Power is Transforming its Communications and Culture to Adapt to the Digital Era
Case in Point Replay
Categories: Communication Strategy, Emerging Trends, Leadership & Management, Social Media, Techniques & Tactics

Coming soon to an industry near you: Digital Transformation. Competition, innovation, and marketplace disruption are forcing companies to up their digital game, and employees have to be on board for businesses to survive, and thrive. GE, aiming to become the world’s first Digital Industrial Company, and a top ten software provider by 2020, created an employee communications strategy that would encompass education, engagement, and enthusiasm: Digifit. Positioned as a “gym for the mind,” DigiFit combines videos, gamification elements, and live events to help strengthen the idea of digital training as entertaining and gratifying, and to encourage all employees to progress through the entire program. Feedback and outcomes have been overwhelmingly positive, with active engagement levels at 22%, more than double the typical engagement level for employee-facing campaigns.

David W. McCulloch; Adam Tucker;
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Techniques & Tactics
Included with PRSA Membership.
Join contributor Stephen Dupont, APR, vice president of public relations and branded content for the creative and brand shop Pocket Hercules, and a frequent contributor to Public Relations Tactics, to learn how to start developing the mindset of a futurist, and to explore major trends that are likely to change our workplaces, our relationships with others, and our culture. Stephen Dupont, APR; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Techniques & Tactics, Writing
Included with PRSA Membership.
Customers and employees demand authenticity, but your senior leaders don't have time to write for multiple audiences and platforms. Learn to use the techniques of modern ghostwriting to create compelling content that captures your subject's "voice." Blythe Campbell, APR; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Techniques & Tactics
Included with PRSA Membership.
Today, media and customers are bombarded. How do PR and communications cut through the noise? With science — knowing how your customers are hard-wired to respond. In this webinar, attendees will learn how science is used to strategize messages to create high-value outcomes. Elizabeth Edwards; On-Demand
From the USC Center for Public Relations Global Communications Report
On-Demand Sponsored Webinar
Category: Techniques & Tactics
Included with PRSA Membership.
This webinar will discuss the convergence of PR and marketing, identify six specific trends for PR professionals to contemplate as they plan their response to this convergence, and then take a glimpse into the future to assess where we might be headed as an industry. Fred Cook takes key findings from the 2017 USC Annenberg Center for Public Relations Global Communications survey to share important takeaways with the webinar participants. Frederick H. Cook, Fellow PRSA; On-Demand
The Soft Skills Employers Want and How to Market Them
On-Demand Sponsored Webinar
Category: Techniques & Tactics
Included with PRSA Membership.
You'd think being a "people person" or a "lifelong learner" would be desirable skills for early-career job candidates, and they are. But are you just asking your prospective boss to take your word for it that the nice things you're saying about yourself are true? Soft skills are a big part of what you bring to the table! Let's talk about how whether you're doing the best possible PR for yourself! Eric Minor; On-Demand
The Storytelling Edition
Case in Point Replay
Categories: Branding, Communication Strategy, Techniques & Tactics

For the second year in a row, Cleveland Clinic earned the No. 2 spot in U.S. News & World Report’s 2017-2018 Best Hospitals. This is just one of the proof points demonstrating the strength of its reputation. But in today’s fragmented media world, what’s the best way to break through and continue to tell the stories that drive and build that well-earned prestige? Eileen Sheil, Executive Director, Corporate Communications, Cleveland Clinic will discuss how she and her team are evolving their media strategies into the digital world by creating the Corporate Communications Dept. of the future. “The overall concept is to evolve more as storytellers by self-publishing news that is unique to Cleveland Clinic," she says.

Eileen Sheil;
Public Affairs and Government Section
On-Demand Section Webinar
Categories: Communication Strategy, Social Media, Techniques & Tactics
Included with PRSA Membership.
Learn how the City of Mesa implemented new strategies and planning tools to grow its following, enhance its messaging and strengthen its image on social media. You’ll leave this session with actionable tactics and guides. Amy McConnell ; Julia Thompson; On-Demand
On-Demand Webinar
Categories: Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
During this 60-minute webinar, Slater will share insights and learning from launching a boutique agency, building a reputable brand and culture, and managing a (mostly) millennial staff to drive success. Alexander Slater; On-Demand
Corporate Communications Section
Incorporating Digital Strategies for PR Success
On-Demand Section Webinar
Categories: Communication Strategy, Social Media, Techniques & Tactics
Included with PRSA Membership.
Featuring a diverse mix of communications veterans from agency, in-house corporate and consumer areas, this webinar will provide tips on how to improve within strategic communications planning as well as discuss how the industry is evolving to deal with this emerging reality. Amar Braithwaite; Tulani Elisa ; David Rosen; Tyler Brown; Errol Cockfield; On-Demand
On-Demand Webinar
Categories: Crisis & Reputation, Media Relations, Social Media, Techniques & Tactics
Included with PRSA Membership.
With the proliferation and quick rise in popularity of “rogue” and “alt” sites, public relations professionals must take heed. A new era of crisis communication is upon us. Regina Luttrell, Ph.D.; Susan Emerick; Jamie Ward, Ph.D.; On-Demand
On-Demand Webinar
Categories: Emerging Trends, Social Media, Techniques & Tactics
Included with PRSA Membership.
From collaboration and messaging technologies to social media and mobile apps, new technologies are transforming how communications professionals do their work. This webinar will highlight best practices that leading companies are utilizing to shape the technological landscape of the communications industry today and tomorrow. Jeff Corbin; Stacie Rabinowitz; Candace Tucker ; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Techniques & Tactics, Writing
Included with PRSA Membership.
Participate in this webinar to sharpen the core writing skills required for social media posts, news releases, blog posts, speeches, media pitches and any other PR document Michael Smart; On-Demand
On-Demand Sponsored Webinar
Category: Techniques & Tactics
Included with PRSA Membership.
It is estimated that 90% of the data ever created in the world was generated in the last two years. With increasingly advanced tools to generate and showcase data, it's easy for the message to get lost in the overly complex. In this presentation, you'll learn how to tell a compelling data story by decluttering data visualizations and incorporating an effective storytelling narrative to incite a call to action. Dr. Neelesh Varde; On-Demand
(to Generate More Public Relations and Marketing Buzz)
On-Demand Webinar
Categories: Communication Strategy, Techniques & Tactics
Included with PRSA Membership.
Turn On Your Idea Machine (to Generate More Public Relations and Marketing Buzz) will help you consistently generate not only more competitive marketing and communications ideas - but more relevant ideas. Stephen Dupont, APR; On-Demand
The Corporate Social Responsibility Edition
On-Demand Case in Point Bundle
Categories: Branding, Communication Strategy, Leadership & Management, Techniques & Tactics
Corporate social responsibility (CSR) isn’t just a nice thing to do — it's a business imperative. Setting and implementing initiatives is a good start, but developing sustainable branded CSR initiatives that demonstrate a measurable return on investment that aligns with business objectives is the goal. Jon Sullivan; Laura Kane; On-Demand
New Professionals Section
Learn What Employers are Really Looking for When Building their Communication Teams
On-Demand Section Webinar
Categories: Communication Strategy, Techniques & Tactics
Included with PRSA Membership.
Join PRSA’s New Professionals Section as they host three industry professionals with extensive knowledge on how to build successful PR and communications teams and what hiring managers have in mind when crafting and filling positions. In addition to helpful advice on applying for and landing the job of your dreams, our speakers will provide valuable insight on what New Pros can do now to set themselves up for career success. Regina Luttrell, Ph.D.; Jenn Saldarelli; Laura Gross; Robyn Rudish-Laning; On-Demand
Educators Academy
Identifying Gaps Between PR Curriculum and Practitioner Expectations of Entry-Level Professionals
On-Demand Section Webinar
Categories: Ethics, Techniques & Tactics, Writing
Included with PRSA Membership.
This webinar details the undergraduate curriculum recommendations arising from longitudinal research between public relations educators and practitioners. Kathleen L. Lewton, APR, Fellow PRSA; Denise P. Ferguson, Ph.D., APR; Marlene Neill, Ph.D., APR; Melissa Dodd, Ph.D., APR; On-Demand

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