Social Media: Public Relations Training

Introductory training programs cover the basics of blogging, podcasting, RSS, YouTube, Facebook, Twitter and other social media tools. More advanced programs include social media policy development, social media planning and social media integration.

On-Demand Online Course
Categories: Communication Strategy, Media Relations, Social Media, Techniques & Tactics
The PESO model takes the four media types — paid, earned, shared and owned — and merges them together for an integrated — and measurable — communications program. Most of the industry had adopted the model, but not many truly know how it all works together and drives business results. Join Gini Dietrich, the founder and author of Spin Sucks and creator of the PESO model, to learn how to implement it within your organization. Gini Dietrich; On-Demand
April 25, 2019 | Partner Online Program
Categories: Social Media, Techniques & Tactics
May 16, 2019 | Workshop | Chicago, Ill.
Categories: Communication Strategy, Media Relations, Social Media, Techniques & Tactics
Have you ever had a client or executive tell you they wanted their communications program to make the cash register sing? Or get on the first page of Google results? Or outperform their competition? We all know communications can do those things, but it’s a long game and it’s not always directly correlated — UNLESS you strategically integrate earned and owned media, use some SEO strategies and some elbow grease, and understand how today’s journalists work for views and shares. In this workshop, founder of the podcast Spin Sucks and author of the book by the same name Gini Dietrich will teach you exactly how to do that — with precision and guaranteed results every time. She’ll help you benchmark your own program, set metrics and build a plan to garner real results. Gini Dietrich; In-Person
May 16, 2019 | Webinar, On-Demand Available May 23
Categories: Social Media, Techniques & Tactics
Included with PRSA Membership.
In a world where consensus can be hard to find, there is near universal agreement in the power of online video and podcasting as emerging communication tools. “Public Relations and Multimedia: Five Steps for Success Anyone Can Do Right Now” will take a fast paced deep dive into development of audio and video content from concept to creation. Dan Farkas,MBA; Live Online
May 21, 2019 | Webinar, On-Demand Available May 28
Categories: Branding, Leadership & Management, Social Media
Included with PRSA Membership.
This webinar will outline how brands can address social justice issues in a way that is in alignment with their values and business. Brad MacAfee; Live Online
May 22– June 26, 2019 | Live Online Course
Categories: Communication Strategy, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics
The Digital Communication Certificate Program concentrates on an advanced technical landscape for digital communicators working within branding, social media and content strategy to leverage a variety of digital tools through evolving channels and platforms geared to appeal to different audiences. The Digital Communication Certificate Program will equip management-level communicators with best practices within digital content strategy, personas, digital storytelling, writing for SEO and the web, digital innovation and the measurement of digital communication. Justin Seibert;
Content Marketing: How PR Pros Can Own Visual Storytelling in an Overloaded World of Content
May 22, 2019 | Workshop | San Francisco, Calif.
Categories: Communication Strategy, Social Media, Techniques & Tactics
Whether you have access to a whole video team or your own smartphone, this workshop will teach attendees how to evolve their storytelling skills, incorporating a content-marketing approach that includes strategic visuals. Lisa Arledge-Powell; Jerred Ziegler; In-Person
Aug. 14– Sept. 18, 2019 | Live Online Course
Categories: Communication Strategy, Emerging Trends, Measurement & ROI, Social Media, Techniques & Tactics
The Integrated Communication Certificate Program builds an advanced approach to integrated marketing communications that is specifically built for today’s communication professional. Strategic integrated communication can help organizations streamline their efforts and significantly boost results by focusing on synergy, alignment and measurement. Designed as a live certificate of completion program, the Integrated Communication Certificate Program will equip management-level communicators with best practices within integrated marketing concepts for specific audiences in order to develop integrated strategies and tactics that work together to boost results and effectively manage your work in a planned, synchronous fashion. Bonnie Harris;
Aug. 20, 2019 | Webinar, On-Demand Available Aug. 27
Categories: Emerging Trends, Social Media, Techniques & Tactics
Included with PRSA Membership.
Micro-influencers are everyday consumers who have a significant and engaged social media following of anywhere between 1,000 and 100,000, and are much more authentic and obtainable to work with to promote your marketing goals. Join Jenkins and Tischler of Simply Social Media as they teach you how to leverage micro-influencers in social media to build community, connections and brand advocates. Caitlin Jenkins; Amy Tischler; Live Online
Sept. 13, 2019 | Workshop | New York, N.Y.
Categories: Emerging Trends, Social Media, Techniques & Tactics
This workshop will teach you how to shoot and edit videos that can be used in media pitches and on social media. Jason Maderer; Steven Norris; Edward Brice Zimmerman; In-Person
Oct. 30– Dec. 11, 2019 | Live Online Course
Categories: Communication Strategy, Crisis & Reputation, Emerging Trends, Ethics, Executive Level, Leadership & Management, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics
Effective crisis communication can help organizations maintain trust, inspire consumer confidence and build competitive advantage. As recent poorly handled crises in business, government and nonprofits show how ineffective crisis communication can set an organization back significantly. To provide more education and understanding surrounding crisis communication, PRSA has re-developed the Crisis Communication Certificate Program. Designed as a certificate of completion program, the Crisis Communication Certificate Program will equip management-level communicators with best practices in industry perspectives by sharing resources and ideas and working through various crises. Helio Fred Garcia;
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
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
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
On-Demand Webinar
Categories: Communication Strategy, Crisis & Reputation, Social Media
Included with PRSA Membership.
Mayo Clinic, a worldwide destination medical center with more than 40,000 employees, is in some ways connected to many of the socially significant events that occur around the world, whether it be a tragedy such as the shootings in Orlando, the death of a pop icon like Prince or a movement like Black Lives Matter. How does Mayo Clinic evaluate and respond to these events in a way that’s timely and reflective of the organization’s culture, purpose and priorities? Matthew John Kucharski, APR; On-Demand
On-Demand Webinar
Categories: Crisis & Reputation, Media Relations, Social Media, Techniques & Tactics
Included with PRSA Membership.
With the proliferation and quick rise in popularity of “rogue” and “alt” sites, public relations professionals must take heed. A new era of crisis communication is upon us. Regina Luttrell, Ph.D.; Susan Emerick; Jamie Ward, Ph.D.; On-Demand
On-Demand Webinar
Categories: Media Relations, Social Media
Included with PRSA Membership.
The inclusion of video in reporters’ stories continues to increase. Georgia Tech’s media relations team has found repeated success coupling press releases and media pitches with video packages. This webinar will expand on these strategies to explain when incorporating video is the correct approach. We’ll explore how video influences our social media engagements, taking a closer look at gifs, short video segments and live elements. Jason Maderer; Steven Norris; On-Demand
On-Demand Webinar
Categories: Emerging Trends, Social Media, Techniques & Tactics
Included with PRSA Membership.
From collaboration and messaging technologies to social media and mobile apps, new technologies are transforming how communications professionals do their work. This webinar will highlight best practices that leading companies are utilizing to shape the technological landscape of the communications industry today and tomorrow. Jeff Corbin; Stacie Rabinowitz; Candace Tucker ; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Crisis & Reputation, Social Media
Included with PRSA Membership.
Webinar participants will learn tactics that support designing Omni-channel messages that help garner neutral to positive responses from the public during organizational crisis communication management. Monique Farmer, APR; On-Demand
Association/Nonprofit Section
On-Demand Section Webinar
Categories: Communication Strategy, Emerging Trends, Social Media
Included with PRSA Membership.
The digital landscape seems to change every day and keeping up with the strategies that are working right now seems downright impossible. In this webinar, you will learn how to keep on top of what actually matters in social media. You will learn a strategy to future proof your organization and hear how other organizations have used social media to build a community that has helped them to hedge against inevitable changes. Learn why most organizations don’t get the traction they had hoped for in social media and how you can circumvent their mistakes. Kami Huyse, APR; On-Demand
The Reputation Edition
Case in Point Replay
Categories: Crisis & Reputation, Social Media

PayPal is flipping the funnel and using its owned media to engage others in a conversation about their core values and brand. When PayPal spun off from eBay in 2015, it rebranded itself and redefined its corporate values. Realizing the value of driving the narrative, PayPal became its own media company, creating innovative programs and campaigns to engage global audiences. How is PayPal able to generate millions of viewers to its owned programming? Join us for this special Case in Point focused on Reputation.

Amanda Coffee;
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Media Relations, Social Media
Included with PRSA Membership.
Get More Media Coverage: Quick Changes to Outreach that Yield Big Results Michael Smart; On-Demand
On-Demand Webinar
Categories: Media Relations, Social Media, Techniques & Tactics
Included with PRSA Membership.
This webinar is designed for the public relations professional seeking to improve their media relations skills. Matthew Charles, DPA, APR; On-Demand
On-Demand Webinar
Categories: Emerging Trends, Media Relations, Social Media, Techniques & Tactics
Included with PRSA Membership.
The credibility boost that comes from positive placements in trustworthy media is still unmatched by other forms of marketing. But today’s distracted and inundated journalists and influencers require a more sophisticated type of outreach. That’s why some PR pros are earning far more than their normal share of coverage, while the rest founder. Michael Smart; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Social Media, Techniques & Tactics
Included with PRSA Membership.
Curiosity also plays an integral role in elevating your career. Savvy PR professionals tap their innate curiosity and apply it to listening, attention and relationships. Connecting the dots between curiosity, attention and business outcomes can significantly improve all aspects of relationships with leaders, stakeholders, clients, journalists, sales and marketing colleagues, and more. Susan Young; On-Demand
Travel & Tourism Section
On-Demand Section Webinar
Categories: Communication Strategy, Social Media
Included with PRSA Membership.
Influencers are playing an increasingly important role in successful communications programs. This tactical webinar will focus on how to build a measurable program, source and evaluate the right influencers, and create tracking and reporting for each campaign. Kristen Bonilla; Megan Brown; Angie Pappas; Rachel Peavy; On-Demand

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