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Communication Strategy: Public Relations Training

Courses cover key concepts and techniques of effective public relations, including strategic thinking, proactive planning and improved relationship building. Subtopics include audience identification, campaign development, message development and integrated communications.


On-Demand Course

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


On-Demand Course

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.
Photo of Bonnie Harris
Featured Presenter:
Bonnie Harris; On-Demand


On-Demand Course

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.
Photo of Bonnie Harris
Featured Presenter:
Bonnie Harris; On-Demand


May 2 Tue.

May 2, 2017 | Webinar, On-Demand Available May 9

Categories: Communication Strategy, Emerging Trends, Social Media

This webinar will explore three steps to lessen communication barriers that arise within today’s multi-generational workforce.
Featured Presenter:
Shawn Nason; Live Online


May 11 Thu.

May 11, 2017 | Webinar, On-Demand Available May 18

Categories: Communication Strategy, Techniques & Tactics

Learn how Slack is changing internal communications and making it easier to complete client and campaign work.
Featured Presenter:
Natan Edelsburg; Live Online


May 22 Mon.

What to Do and Say to Create a Powerful Competitive Advantage
May 22, 2017 | Course | Chicago, Ill.

Categories: Communication Strategy, Crisis & Reputation

Join internationally-renowned crisis expert and professor Helio Fred Garcia, and discuss best practices in effective crisis response.
Photo of Helio Fred Garcia
Featured Presenter:
Helio Fred Garcia; Adam Tiouririne; In-Person


May 25 Thu.

A Comprehensive, Behavioral and Measurable Strategic Planning Approach
May 25, 2017 | Course | Boston, Mass.

Category: Communication Strategy

Too often our strategic plans are short-changed by time, budget and know-how. This workshop will teach you how to build a comprehensive, behavioral strategic plan, plus give you an opportunity to begin to develop the framework of a strategic plan you can use.
Photo of Stacey Smith, APR, Fellow PRSA
Featured Presenter:
Stacey Smith, APR, Fellow PRSA; In-Person


June 6 Tue.

June 6, 2017 | Webinar, On-Demand Available June 13

Categories: Communication Strategy, Measurement & ROI, Techniques & Tactics

In this webinar, Googler, Adam Singer will explain how PR people can become more strategic, understand complex metrics and use data to your advantage.
Photo of Adam Singer
Featured Presenter:
Adam Singer; Live Online


June 8 Thu.

A PRSA | Institute for Public Relations Measurement Commission Partnership Webinar
June 8, 2017 | Webinar, On-Demand Available June 15

Categories: Communication Strategy, Measurement & ROI, Techniques & Tactics

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.
Photo of Mark Weiner
Featured Presenter:
Mark Weiner; Jackie Matthews; Allan Dib; Live Online


June 22 Thu.

Learn How to Tap Customer Insights and Stories to Generate More Ideas
June 22, 2017 | Webinar, On-Demand Available June 29

Categories: Communication Strategy, Techniques & Tactics

Learn how to leverage the power of customer conversations to re-energize content.
Photo of Stephen Dupont, APR
Featured Presenter:
Stephen Dupont, APR; Live Online


July 20 Thu.

The driving force behind mass movements, new ideas, and growing businesses
July 20, 2017 | Course | New York, N.Y.

Categories: Branding, Communication Strategy, Emerging Trends, Techniques & Tactics, Writing

This session will draw on storytelling best practices from Aristotle to the present, uncover the shape of successful storytelling, and build the backbone of a story that can move colleagues, clients, and the public at large to action.
Photo of Adam Tiouririne
Featured Presenter:
Adam Tiouririne; In-Person


On-Demand Webinar

Gaining and Maintaining Consent
On-Demand Webinar

Category: Communication Strategy

Because community decision-making is always values-driven, you have to build trust and confidence by addressing concerns and core values while avoiding fatal strategies that minimize, trivialize, ignore or belittle those values.
James E. Lukaszewski, ABC, IABC Fellow; APR, Fellow PRSA, BEPS Emeritus; On-Demand


On-Demand Webinar

Financial Communications Section
Integrating Digital, PR and Advertising for a Public Awareness Campaign
On-Demand Section Webinar

Category: Communication Strategy

At its core, communications is about storytelling. Whether leveraging advertising, media relations or digital communications, good storytelling means having a good message that can be carried in a variety of ways.
Featured Presenter:
Dan Drummond; On-Demand


On-Demand Webinar

Learn How to Increase Business Acumen for You and Your Team
On-Demand Webinar

Category: Communication Strategy

To become trusted advisers to clients and the C-suite, public relations professionals need to demonstrate how their counsel helps advance business goals and objectives. Gain tips to help increase your level of business acumen so that public relations gets — and keeps — its seat at the table.
Ron Culp; Matt Ragas, Ph.D.; On-Demand


On-Demand Webinar

Public Affairs and Government Section
Using the California Drought as a Case Study
On-Demand Section Webinar

Category: Communication Strategy

California is in the midst of the worst drought in the state’s recorded history. Find out how communications professionals are effectively changing public behaviors and perceptions around this topic.
Patricia Tennyson; Ruth Bernstein; Lauri-Ellen Smith, APR; On-Demand


On-Demand Webinar

New Professionals Section
Harness the Power of the Influencers Shaping Your Market
On-Demand Section Webinar

Category: Communication Strategy

Learn how to incorporate new earned, owned and paid media tactics to better engage influencers with content. Find out how converged media strategies will help you effectively reach influencers. Learn more about PRSA 2015 New Professionals Week and find a local event near you!
Featured Presenter:
Naimul Huq
Naimul Huq; On-Demand


On-Demand Webinar

Putting More Thought Into Practice
On-Demand Webinar

Category: Communication Strategy

Based on smart thinking and best practices curated from more than 100 articles and marketplace experiences, this session will teach you what thought leadership is and the characteristics of effective thought leaders.
Photo of Debbie Wetherhead
Featured Presenter:
Debbie Wetherhead; On-Demand


On-Demand Webinar

Technology Section
Hear How Technology Facilitates Reporting
On-Demand Section Webinar

Category: Communication Strategy

Even the most robust reporting staffs are challenged to keep pace with the volume and velocity of data being generated. Fortunately for today’s media and PR leaders, new storytelling technology is helping media and communications leaders offload routine reporting. Gain a closer look!
Kristian Hammond; Mary Conley Eggert; On-Demand


On-Demand Webinar

Counselors Academy
Expand Your Brand’s Reach and Impact
On-Demand Section Webinar

Category: Communication Strategy

To survive and thrive in this new world, PR departments need to evolve fast. In this session, you’ll learn the tactics traditionally associated with marketing that will help you expand your brand's reach and impact, outpace competitors and turn your department into a power player within the organization.
Featured Presenter:
Mark Thabit; On-Demand


On-Demand Webinar

Strategic Leveraging for Fundraising Success
On-Demand Webinar

Category: Communication Strategy

In the new world of corporate gift giving, success comes from collaboration and co-branding to achieve mutual goals. During this webinar, attendees will learn to develop a clear vision of their fundraising goal and tips to engage sponsors by co-branding and adding value to their relationships.
Photo of Cyndee Woolley, APR
Featured Presenter:
Cyndee Woolley, APR
Cyndee Woolley, APR; On-Demand


On-Demand Webinar

Corporate Communications Section
Lead Your Corporation Into the Next Era of Effective Internal and External Communications
On-Demand Section Webinar

Category: Communication Strategy

Free for PRSA Members. Corporate communications is undergoing significant change. Major influencers include the expanding global marketplace, shifting demographics, digital technology and other forces. In this webinar, you will learn the 10 most important needs that corporate communicators can address now to help give their firms an edge over the competition.
John Deveney, ABC, APR, Fellow PRSA; Michele E. Ewing, APR, Fellow PRSA; David L. Remund, Ph.D., APR, Fellow PRSA; On-Demand


On-Demand Webinar

Fine-Tune Your Strategies and Tactics
On-Demand Webinar

Category: Communication Strategy

Understanding your target audience’s behavior is a key critical success factor in today’s multi-channel media campaigns. Public relations professionals can incorporate personas and other behavioral marketing concepts into their practice to fine-tune strategies and tactics and improve overall campaign performance.
Photo of Bonnie Harris
Featured Presenter:
Bonnie Harris; On-Demand


On-Demand Webinar

Motivating People to Say Yes
On-Demand Webinar

Category: Communication Strategy

What motivates people to comply with your request or accept your opinion? In this webinar, get a revealing look at research from leading social scientists in the field of persuasion. You’ll explore principles of behavioral psychology that you can use every day, even in email, to move people toward your point of view.
Photo of Ken O’Quinn
Featured Presenter:
Ken O’Quinn; On-Demand


On-Demand Webinar

Techniques You Can Apply Now to Learn More About Your Target Audience Behavior and Drive Better Campaign Results
On-Demand Webinar

Category: Communication Strategy

Knowing about behavior can help you make better decisions about the best channels and tactics to overcome bias, increase engagement and promote virality, and start you on a path to boost your results tremendously through the use of IMC.
Photo of Bonnie Harris
Featured Presenter:
Bonnie Harris; On-Demand


On-Demand Webinar

The Drivers of Trust Around the Globe
On-Demand Webinar

Category: Communication Strategy

This webinar will take a long look at the constant drivers of trust across time and place, as well as the implications for measuring trust within your publics and for developing campaigns aimed at reinforcing or building trust.
Bryan H. Reber, Ph.D.; Michael Cacciatore, Ph.D.; Tonia Ries; On-Demand


On-Demand Webinar

Why Integration is PR’s Key to Success
On-Demand Webinar

Category: Communication Strategy

The advent of social technologies means that PR pros must know how to socialize media relations in the truest sense of the word. Integration is the name of the game.
Photo of Shonali Burke, ABC
Featured Presenter:
Shonali Burke, ABC; On-Demand


On-Demand Webinar

New Professionals Section
Things to Consider Before You Press the Send Key
On-Demand Section Webinar

Category: Communication Strategy

Since our nation consists of a mixture of many different cultures and ethnicities, we as PR professionals have to first have a clear understanding of who we are reaching and the cultural nuances that may impact the messaging. This webinar will highlight best practices when trying to reach diverse audiences.
Photo of Jade Stevens
Featured Presenter:
Jade Stevens
Jade Stevens; On-Demand


On-Demand Webinar

Association/Nonprofit Section
The Opportunity and Benefits of Going Viral
On-Demand Webinar

Category: Communication Strategy

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.
Photo of Peter Winters
Featured Presenter:
Peter Winters; On-Demand


On-Demand Webinar

On-Demand Webinar

Categories: Communication Strategy, Writing

In this session, you’ll learn simple techniques to avoid making assumptions, step outside of yourself and your filters, and focus on the needs of those around you.
Photo of Jay Sullivan
Featured Presenter:
Jay Sullivan; On-Demand

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