PR Boot Camp

Key Concepts and Techniques of Effective Public Relations

This workshop is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Communication Strategy

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.

You will learn:

  • How to transition into the public relations profession.
  • The challenges and opportunities of the public relations profession.
  • How to design a 10-step public relations program including setting goals and tactical execution.
  • How to measure public relations effectiveness.
  • How to create effective external/internal communications.
  • How to handle crisis communications.
  • Ethics guidelines.
  • Research methodologies.
  • How to create and present a public relations plan.

Materials and lunch provided.


Photo of Robin Schell, APR, Fellow PRSA

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



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