Creating a Behavioral PR Plan

Essential Steps to Consider

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

Category: Accreditation Preparation & Maintenance

Whether you are creating a PR plan for your department or in preparation for the Examination for Accreditation in Public Relations (APR), every practitioner needs a framework from which to create it.

In this session, Robin Schell, APR, Fellow PRSA, will walk you through the steps you should consider when creating a PR plan, with a focus on pinpointing the desired behaviors of each target audience. She’ll also explain the discipline that is required to prioritize those behaviors and stimulate specific action.


Robin Schell, APR, Fellow PRSA, senior counsel and partner, Jackson Jackson & Wagner

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 with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.