On-Demand Public Relations Training

“Advanced PR Writing” is focused on advanced writing techniques that help make your copy more exciting and memorable. This is part four of the four-part e-learning course, “Writing Skills to Increase PR Reach and Results.” Michael Smart; On-Demand
On-Demand Online Course
Category: Leadership & Management
The Communicating to Manage Performance (CMP) Certificate Program is a dynamic skills-based certificate of completion course designed to empower managers, team leaders and supervisors to build performance every day, through effective, consistent workplace communication. This online course will enable you to take advantage of emerging management best practices that focus on day-to-day behavior and tangible high-performance results. On-Demand
On-Demand Online Course
Category: Leadership & Management
Acknowledging Ideas promotes creativity and innovation by creating a climate where people’s input is valued and encouraged. This skill application will allow you to learn how and why your team is — and is not — offering ways to improve day-to-day tasks and develop innovative approaches to change the scope of your department or organization. Participants will also find it beneficial to merge other CMP skills with this technique for stronger use and application. On-Demand
On-Demand Online Course
Category: Leadership & Management
Active Listening enables you to gain information, engage employees and build trust. Participants will discover how to listen in new ways, how to gain information they aren’t hearing the first time and how to support and develop their teams. Utilizing this skill as a thinking process instead of a hearing process enables you to strengthen your relationships at all levels in your organization. On-Demand
On-Demand Online Course
Category: Leadership & Management
Describing Behavior enables you to communicate clearly and objectively. This course will discuss the necessary reasons why describing behavior is beneficial for both you as the manager and your direct reports. You’ll also discover when to describe behavior and through the online learning application you will learn how to polish your language with this imperative technique. On-Demand
On-Demand Online Course
Category: Leadership & Management
Giving Corrective Feedback teaches managers how to provide effective feedback for correcting behavior that is not aligned with the organizational mission or direction. This skill will also provide behavior-based feedback for employees who are exhibiting inappropriate communication or actions. Correcting performance deficiencies is often difficult to deliver, but the 7-step process embedded in this module will allow you a roadmap for delivering tough messages and provides a clear outcome for future expectations in performance change. On-Demand
On-Demand Online Course
Category: Leadership & Management
Giving Positive Feedback helps create the best possible performance by recognizing and reinforcing effective behaviors and results. In a fast-paced world where the words “good job” encompass most of our positive feedback to employees, you will learn how to specifically provide feedback that is informative and useful for your team. This skill builds tremendous trust when others are communicating with you and combined with the skills of Using I-Statements and Describing Behavior allow your professionalism to develop in greater ways. On-Demand
On-Demand Online Course
Category: Leadership & Management
Using I-Statements enables you to express your viewpoint in a way that promotes personal accountability for speaking, listening and collaboration. I-Statements build personal accountability for your management voice and enhance your level of professionalism in providing feedback both positive and corrective. On-Demand
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
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
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
“PR Writing Essentials” is focused on writing techniques that position your copy to persuade while remaining unshakably believable. This is part one of the four-part e-learning course, “Writing Skills to Increase PR Reach and Results.” Michael Smart; On-Demand
On-Demand Online Course
Category: Writing
“Press Releases” is focused on press writing techniques addressing the needs of journalists and your organization’s management. This is part two of the four-part e-learning course, “Writing Skills to Increase PR Reach and Results.” Michael Smart; On-Demand
“Proofing and Grammar for PR” is focused on writing techniques that make your copy tighter and your writing approach easier. This is part three of the four-part e-learning course, “Writing Skills to Increase PR Reach and Results.” Michael Smart; On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Corporate Reputation Management (RM) is a concept at the core of the Communication’s profession — one that has matured into a management discipline over the past 20 years that extends beyond traditional domain of the function. As it has matured and expanded into the realm of business strategy and corporate governance, Communicators are seen as the go-to experts inside their organizations. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Aside from Communications, only the CEO role is structured to care more about Corporate Reputation. Participants will gain perspectives about the increasing pressures facing today’s businesses and its leadership. This module will provide practical tips for framing issues about the company, winning CEO support and partnering with senior leadership to strengthen your organization’s Reputation. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Fitting Reputation into an org. structure can be difficult. In this module, participants will hear from an executive who has managed the evolution while also tying together the concepts of Corporate Reputation, Corporate Brand and Corporate Responsibility. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Google “Reputation Management” and you’ll quickly learn that SEO companies have hijacked the term for “ORM”, rather than the strategic management discipline. At the same time, new digital and social tools present the greatest threat (and opportunity) for your organization’s Reputation. In this module, participants will explore how to connect the dots from an exec who has led the way. On-Demand
One of the best ways to help your organization understand Reputation is through quantification. This module will explore how to be pragmatic, targeted and actionable when you bring measurement to your organization. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Too often, Corporate Reputation and Corporate Responsibility are disconnected. In this module, participants will hear from an executive who has seen the evolution and can demonstrate the links among Corporate Reputation, Corporate Social Responsibility and Stakeholder engagement. Additionally, this module will further explain to participants a path forward of how to set the vision for their organization. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Since 1989, the leadership team at Heyman Associates has built a reputation as trusted advisors to CEOs by focusing on one thing and doing it well. From the start, they have immersed themselves in one profession: communications and public affairs. This module will discuss the importance of focusing on building an evolved skill set as you plan the next steps of your career as a Reputation Champion. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Managing across divisions and geographies can be challenging. This module offers tips and techniques for winning support of your programs across all management levels. Participants will learn how to align business objectives, build stakeholder relationships, address operational issues and enhance their organizations’ reputation. On-Demand
On-Demand Online Course
Category: Writing
This comprehensive e-learning course encompasses every major writing skill and technique required of a professional media relations communicator. Divided into four learning modules, this turnkey program covers the cornerstones of today’s demanding PR writing skillset, including thinking and writing like a journalist, ensuring clean and flawless copy, writing superior press releases and pitches, and applying creativity and style for greater impact. Michael Smart; On-Demand
On-Demand Webinar
Categories: Media Relations, Techniques & Tactics
Included with PRSA Membership.
You've landed a big media interview, now what? The next step is to nail it and leave them wanting more. In this webinar, participants will learn 5 concrete surefire ways to ace an interview, from someone who spent years as a TV producer on major networks. Walk away with foolproof ways to get noticed - in a good way. Annie Scranton; 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
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
On-Demand Webinar
Category: Media Relations
Included with PRSA Membership.
Have you ever heard of the 10 to 1 rule? It's the idea that it takes 10 good things to be said about a company to drown out one negative impression. Learn how to identify and promote positive stories within your company to news media, influencers and target customers. On-Demand
Technology Section
On-Demand Webinar
Category: Branding
Included with PRSA Membership.
The role of the journalist is changing and, with that, the PR world is evolving. Sponsored content and native advertising has grown to take on many different forms — from in-feed articles to recommendation widgets — and has become increasingly pervasive. As publications continue evolving their business models to center more around this source of revenue, join us for a webinar to explore what this fundamental change in the media means for PR professionals today, and how to use branded content to your advantage. Zach Abramowitz ; Scott Mozarsky ; Marlene Neill, Ph.D., APR; Shawn Gaines; On-Demand
Develop Allies and Form Coalitions
On-Demand Webinar
Category: Crisis & Reputation
Included with PRSA Membership.
As the ethics counselor of organizations, public relations practitioners seek to work with senior executives from a variety of departments to develop allies and form coalitions when their own power is limited. Hear how to recruit allies and form coalitions as a means to influence more senior executives. Nance Larsen, APR, Fellow PRSA; Bryan H. Reber, Ph.D.; Debra L. Bethard-Caplick, MBA, APR; Emmanuel Tchividjian; On-Demand
Building credibility, protecting reputations
On-Demand Webinar
Category: Ethics
Included with PRSA Membership.
Protecting your organization from reputational crisis requires a trusted advisor prepared to provide strategic ethical advice. Learn how to become a truly trusted advisor from a leading expert in crisis communications and a veteran political advisor who has served leaders from both political parties. James E. Lukaszewski, ABC, IABC Fellow; APR, Fellow PRSA, BEPS Emeritus; Janelle M. Guthrie, APR; Nance Larsen, APR, Fellow PRSA; 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
A Global Affairs Committee Webinar
On-Demand Webinar
Category: Emerging Trends
Included with PRSA Membership.
The implications of the Brexit vote, and similar populist and anti-globalist movements in other countries around the world, are far-reaching, both for the conduct of international business and for what we can learn about running campaigns that appeal to a very wide audience. Quentin Alistair Langley; Oliver S. Schmidt; Katerina Tsetsura, Ph.D.; On-Demand
How to prepare for, survive, and rebuild after a crisis
On-Demand Webinar
Categories: Branding, Crisis & Reputation
Included with PRSA Membership.
Using real life case studies, this presentation will provide attendees with the tools they need to proactively prepare for, survive, and rebuild their brand following a crisis. Courtney Fitzpatrick; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends
Included with PRSA Membership.
This webinar will explore the top five trends in social cause advocacy that actually make it more difficult to effectively communicate on the issues. We will use the latest in strategic framing research to prove it. Shaun E. Adamec; 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
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
The Storytelling Edition
On-Demand Case in Point Bundle
Categories: Branding, Communication Strategy, Techniques & Tactics
Learn how the Cleveland Clinic integrates news, and health, wellness and medical innovation stories to create one of the nation's top healthcare portals. "Health Essentials" has more than 5 million monthly visitors, and its impressive social media following includes more than 2 million Facebook fans and 1.4 million Twitter followers. Eileen Sheil; 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
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
Travel & Tourism Section
On-Demand Webinar
Categories: Communication Strategy, Crisis & Reputation
Included with PRSA Membership.
Executives from the Las Vegas Convention and Visitors Authority’s communications team will share insights from the frontline on how they sprang into action to address this unthinkable crime. Jacqueline Ann Peterson; On-Demand
You Don’t Have to Be Big to Be Ready
On-Demand Webinar
Category: Crisis & Reputation
Included with PRSA Membership.
We’ve opened up two-way communications on every front, and any friction can spark a crisis. It’s become a complex area. Hear stories with actionable advice that enables clients to be prepared, react appropriately and move their organization beyond the crisis. John Martin McDonald; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Crisis & Reputation, Leadership & Management, Social Media
Included with PRSA Membership.
How do you get your CSR work to cut through social and traditional media overload? Learn how an integrated campaign that included award-winning videos shared on social, a thought leadership and executive visibility platform, and an innovative CSR report launch strategy drove stakeholder engagement, local and national media coverage, and increased corporate reputation. Carol Clark; Jackie Janus; 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
Hosted by the PRSA Foundation and Center for Talent Innovation (CTI)
On-Demand Webinar
Category: Leadership & Management
Included with PRSA Membership.
Discover where bias exists in your organization and discover effective tactics to map, measure and disrupt it. Ripa Rashid; On-Demand
Communications Leaders to Discuss Diversity Challenges Facing Industry
On-Demand Webinar
Categories: Emerging Trends, Leadership & Management
Included with PRSA Membership.
While it is widely known that people of color are underrepresented in the communications industry, the actual numbers are staggering: according to US Census Bureau figures, 18.5% of PR pros represent a diverse population. To help combat this challenge, a panel of communications industry leaders will participate in the Foundation’s “Diverse Voices: From Advocacy to Action” webinar on May 8th from 9:30 to 10:30 am ET. Judith Harrison; Torod Neptune; Vickee Jordan Adams; Alberto Canal; Cheryll Forsatz; Steve Barrett; On-Demand
The Competitive Edge
On-Demand Webinar
Category: Leadership & Management
Included with PRSA Membership.
As part of PRSA’s Diversity and Inclusion Month, our featured presenter Hugo Balta, senior director of multicultural content at ESPN, will discuss how diversity and inclusion provides you with the competitive edge to reflect the new mainstream population. Hugo Balta; Aerial Ellis; On-Demand
On-Demand Webinar
Category: Leadership & Management
Included with PRSA Membership.
While the CEO sets the tone for the organization, change can only occur through support by the organization. Brad MacAfee; Angela Chitkara; Helen Shelton; On-Demand
Hosted by the PRSA Foundation and Center for Talent Innovation (CTI)
On-Demand Webinar
Category: Leadership & Management
Included with PRSA Membership.
In workplaces where no one feels comfortable talking about race relations, the ability to understand coworkers’ realities suffer and trust among us erodes. Learn about achieving courageous conversation in this webinar. Ripa Rashid; On-Demand
On-Demand Webinar
Category: Ethics
Included with PRSA Membership.
Leaders, and especially those who advise and counsel them must recognize the ethical expectations of everyone inside and outside the organization. Failure to meet these expectations has palpable negative consequences. This program discusses the expectations and the consequences of failure to meet those expectations. James E. Lukaszewski, ABC, IABC Fellow; APR, Fellow PRSA, BEPS Emeritus; Nance Larsen, APR, Fellow PRSA; On-Demand
New Professionals Section
Mentorship & Making Lasting Connections
On-Demand Webinar
Category: Emerging Trends
Included with PRSA Membership.
Join PRSA's New Professionals Section as we speak with Kelly Davis, APR, and Lori Marble, APR, Fellow PRSA, to learn more about building your professional network, leveraging it to further your career and what role mentorship can play in doing so. Kelly J. Davis, APR; Lori Leigh Marble, APR, Fellow PRSA; On-Demand
Financial Communications Section
Invest in Knowledge to Grow Opportunity
On-Demand Section Webinar
Category: Leadership & Management
Included with PRSA Membership.
Join this session with practitioners representing academia, investor relations, nonprofit and government for an informative discussion on financial literacy. You’ll become better positioned to serve as a trusted adviser in the C-suite or at the board table. Alexander V. Laskin, Ph.D.; Matt Ragas, Ph.D.; Stacy Schubert; On-Demand
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
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
Category: Techniques & Tactics
Included with PRSA Membership.
This webinar will explore several tips on understanding what employers really look for in candidates and how to best position yourself to stand out among the competition. John Kesaris; Brandi Boatner; On-Demand
Corporate Communications Section
How to use data and create experiences to take your social media strategies to the next level in 2017 and beyond
On-Demand Webinar
Category: Social Media
Included with PRSA Membership.
Whether you’re B2B or B2C, social media continues to play an important role in corporate communications today and is ever changing. From shifting audience behaviors and new channel introductions to changing technologies and algorithms, corporate communicators must be in the know and understand the implications to help their organizations craft strategies and content to ensure they are achieving the desired result. During this webinar, attendees will gain practical advice they can start leveraging now and in the new year to up their social media game. Serena Ehrlich; Colin Burns; On-Demand
The New Rules of Crisis Management in the Digital Age
On-Demand Sponsored Webinar
Category: Crisis & Reputation
Included with PRSA Membership.
The webinair will bring to life Chapter 3 of the recently issued e-book, "The New Rules of Crisis Management", published by RockDove, with distribution and promotional support from the PRSA. The webinar explores how you leverage employees as advocates, ambassadors and authentic voices during a crisis in the digital age. The webinar will step through some best practices, the case for employee engagement early and often, and how to build your own coalition of ambassadors. Necole J. Merritt; On-Demand
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
Category: Leadership & Management
Included with PRSA Membership.
Working with PRSSA students can be a rewarding way to give back to the profession while paving the way for future public relations practitioners. Whether you’re a Professional Adviser or a Faculty Adviser, start your year with tips and best practices to help you strengthen your local PRSSA Chapter and mentor students. Kelly J. Davis, APR; Alisa Agozzino, Ph.D., APR; On-Demand
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
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
On-Demand Webinar
Categories: Communication Strategy, Crisis & Reputation, Social Media
Included with PRSA Membership.
When an unimaginable tragedy strikes your community or your business, are you prepared to respond and endure the short- and long-term impacts? Hear directly from a panel of public relations experts detailing their response to the Orlando nightclub shooting. Heather Fagan; On-Demand
Educators Academy
On-Demand Section Webinar
Category: Ethics
Included with PRSA Membership.
In today's "post-truth" society, ethics in public communication is more important than ever for a thriving society. Training the next generation of communicators to consider ethics in their communication has become a critical part of the public relations curriculum. Carolyn Mae Kim, Ph.D.; Dean E. Mundy, Ph.D.; Lucinda Austin, Ph.D.; Denise Bortree; 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
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;
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;
How to Future-Proof Yourself, Fearlessly Innovate, and Succeed in the New Normal
On-Demand Webinar
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; On-Demand
Creating strategic PR programs using research, planning, implementation, and evaluation.
On-Demand Webinar
Categories: Accreditation Preparation & Maintenance, Measurement & ROI, Techniques & Tactics
Included with PRSA Membership.
The magic -- of the research, planning, implementation, and evaluation (RPIE) strategy -- will you will be a better PR manager, your PR program will have a solid foundation, and you will be able to objectively measure your results. Gretchen Roufs, APR; On-Demand
Tips on Creating an Image That Will Build Your Career
On-Demand Webinar
Category: Leadership & Management
Included with PRSA Membership.
This Webinar will address how our behaviors create an image. Image is often the subtle difference in your career success. We will discuss how to develop your image, how to refine it and how to change behaviors that have created an image you would like to change or enhance. Suzanne Updegraff; 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, 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
What’s Working and What’s Not in Rapidly Shifting Media Landscape
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Media Relations, Social Media
Included with PRSA Membership.
Join media pitching expert Michael Smart to learn what new techniques his clients will be using in 2018 to land more than their share of media coverage this year. Michael Smart; On-Demand
Issues, Crisis Planning and Response in the Digital Age
On-Demand Sponsored Webinar
Category: Crisis & Reputation
Included with PRSA Membership.
Based on the content of a new, PRSA-supported e-book, this webinar presents a professional development opportunity for professionals who manage crisis communication. Led by experienced industry leaders, this webinar closely examines the dynamics of managing a social media-driven crisis driven — what has changed, and what has not changed. Ron Culp; James Donnelly; On-Demand
Entertainment & Sports Section
How to Effectively Manage the Court of Public Opinion Without Compromising Legal Strategy
On-Demand Webinar
Category: Crisis & Reputation
Included with PRSA Membership.
Drawing on real-world examples from some of the highest profile sports cases in recent years, this webinar will address the PR / legal dynamic and what a powerful force it can be when both sides are effectively working together. Melinda Travis; On-Demand
The Snapchat Tips, Tricks & Hacks That PR Pros Need to Know
On-Demand Webinar
Category: Social Media
Included with PRSA Membership.
During this hands-on session, Cathy Hackl, a nationally recognized, live video expert/consultant, and Lisa Buyer, published author of “Social PR Secrets,” will demystify one of the hottest social media platforms available to storytellers and brands today. Cathy Hackl; Lisa Buyer; 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
Travel & Tourism Section
Align the Right Message
On-Demand Webinar
Category: Crisis & Reputation
Included with PRSA Membership.
Senior communicators from the hospitality industry will share real-world case studies that will demonstrate how to create focused, carefully managed, and powerful responses during difficult situations and crises. Heather Kirksey; Ashley Svarney; Charlene Chan; On-Demand
Financial Communications Section
Best Practices for Determining If, When and How to Respond to Issues in Today's Politicized Environment
On-Demand Section Webinar
Categories: Crisis & Reputation, Emerging Trends
Included with PRSA Membership.
This webinar will offer key learnings from interviews with top communications professionals and offer best practices managing hot-button issues to today’s sensitive communications environment. Steven Cody; JP Laqueur; 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
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
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
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
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
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
On-Demand Webinar
Categories: 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 Webinar
Categories: Communication Strategy, Leadership & Management, Measurement & ROI
Included with PRSA Membership.
If a picture is worth 1,000 words, do you know why? Join us for this webinar to learn the importance of data visualization and find out how you can improve the delivery of data and analysis in your presentations to impact how you are perceived. Cyndi W. Greenglass; On-Demand
Their Importance on the APR Examination
On-Demand Webinar
Category: Accreditation Preparation & Maintenance
Included with PRSA Membership.
Gain insight into a variety of communications models and theories, and learn how they can help you prioritize your target markets, develop relevant messages, and establish credibility and trust. Jason S. Kirsch, APR; Bob Saline, APR, Fellow PRSA; 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
What APR Can Do for You and Your Career
On-Demand Webinar
Category: Accreditation Preparation & Maintenance
Included with PRSA Membership.
Universal Accreditation Board (UAB) members will discuss the value of accreditation from personal experience and discuss how pursuing accreditation can help you advance your career. Mitchell Marovitz, Ph.D., APR, Fellow PRSA; Lanette Hart, APR; Caron Blanton, APR; Elizabeth Salter McMillan, APR; Kathleen M. Giery, APR; Adam Kelley, APR; 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

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