PR Boot Camp

Key Concepts and Techniques of Effective Public Relations

March 28–29, 2018
AMA Executive Conference Center – San Francisco
San Francisco, Calif.
Full Price: $999
Members: $849

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.

“The PR Bootcamp has given me the knowledge and confidence I needed to identify strategic priorities and focus on driving the desired outcomes. Apart from the valuable content Robin shared, I also appreciated her genuine interest in her students’ work. The warm, friendly classroom atmosphere she created was conducive to learning not only from our PR guru, Robin, but also from each other. The two days out of the office were well worth it, and I’m looking forward to attending more PRSA workshops in future.”
Gordana Goudie
Communications Officer, Professional Education
Georgia Institute of Technology


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.