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Techniques & Tactics: Public Relations Training

Programs offer how-to’s that will help you keep up with the latest communications and public relations resources and best practices. Learn how to implement tactics that will make your strategies succeed.


On-Demand Course

A Playbook for Earning Positive Coverage
On-Demand Online Course

Category: Techniques & Tactics

Most PR pros send pitches that are destined to fail from the start. If your pitch shows up like everyone else’s, it will be treated like everyone else’s — it will be ignored. In this comprehensive e-learning course, you’ll discover how to craft a pitch that gets noticed. Gain the tools and insights you need to transform yourself into a master of the cold email pitch. Discover pitching skills that are beyond the reach of your average PR pro. Accurately and effectively measure what you do, so that your client or employer knows what they’re getting from your efforts.
Photo of Michael Smart
Featured Presenter:
Michael Smart; On-Demand


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 16 Tue.

Employee Communications Section
How to Build a Robust IC Measurement Plan Without Breaking the Bank
May 16, 2017 | Webinar, On-Demand Available May 23

Categories: Measurement & ROI, Social Media, Techniques & Tactics

This session outline the do’s and don’ts for meaningful measures and detail how to go “beyond the click-thrus” to hone in on the measurements that matter.
Photo of Angela Sinickas, ABC, IABC Fellow
Featured Presenter:
Angela Sinickas, ABC, IABC Fellow; Live Online


May 25 Thu.

Get our fill-in-the-blanks templates for tipsheets, survey stories and more
May 25, 2017 | Webinar, On-Demand Available June 1 through June 16

Category: Techniques & Tactics

In this session, you’ll master the more-effective story structure — and walk away with templates and recipes for crafting content marketing pieces that almost write themselves.
Photo of Ann Wylie
Featured Presenter:
Ann Wylie; Live Online


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


June 27 Tue.

Reach readers, improve communication — even boost the bottom line — by making your messages more readable
June 27, 2017 | Webinar, On-Demand Available July 4 through July 18

Categories: Techniques & Tactics, Writing

In this session, you’ll dive into the results of this massive worldwide literacy study to get a reality check on the level at which your readers really read. (Prepare to be depressed!)
Photo of Ann Wylie
Featured Presenter:
Ann Wylie; 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


Aug. 1 Tue.

Creating strategic PR programs using research, planning, implementation, and evaluation.
Aug. 1, 2017 | Webinar, On-Demand Available Aug. 8

Categories: Accreditation Preparation & Maintenance, Measurement & ROI, Techniques & Tactics

The magic -- of the research, planning, implementation, and evaluation (RPIE) strategy -- will you will be a better PR manager, your PR program will have a solid foundation, and you will be able to objectively measure your results.
Featured Presenter:
Gretchen Roufs, APR; Live Online


Aug. 17-18 Thu.–Fri.

Presented by PRSA and Wylie Communications
Aug. 17–18, 2017 | Course | San Francisco, Calif.

Categories: Techniques & Tactics, Writing

In this writing workshop, learn how to make every piece you write easier to read and understand. You’ll walk away with secrets on reaching more readers, improving readability, selling copy to management — even help your company save time and money.
Photo of Ann Wylie
Featured Presenter:
Ann Wylie; In-Person


Sept. 25-26 Mon.–Tue.

Presented by PRSA and Wylie Communications
Sept. 25–26, 2017 | Course | New York, N.Y.

Categories: Techniques & Tactics, Writing

This writing workshop will teach you how to write copy that grabs attention, keeps it longer, communicates more clearly, enhances credibility and is more likely to go viral. You’ll walk away with techniques — not just what to do, but how — for painting pictures in your audience members’ minds so they understand your points faster, enjoy your information more and remember it longer.
Photo of Ann Wylie
Featured Presenter:
Ann Wylie; In-Person


Nov. 16 Thu.

Nov. 16, 2017 | Webinar, On-Demand Available Nov. 23

Category: Techniques & Tactics

A how-to webinar offering insight and tips on how to ignite your career, or for those who have worked in the communications profession for a number of years, how to re-ignite your career.
Photo of Stephen Dupont, APR
Featured Presenter:
Stephen Dupont, APR; Live Online


On-Demand Webinar

Shaping the Future of Visual Communications
On-Demand Webinar

Category: Techniques & Tactics

In this session, you will learn how to work assets, resources and processes already at your disposal to propel your organizations into the visual communications age — without breaking the bank.
Mike McDougall, APR, Fellow PRSA; Aimee J. Lewis; On-Demand


On-Demand Webinar

Sharing Your Story From The Ground Up
On-Demand Webinar

Category: Techniques & Tactics

“Brand journalism” is the latest buzzword in a competitive marketplace that has been changed over the years by technology and social media. Today, it’s important to create and place your own stories to sell your brand. In the health care industry, it’s even more competitive, with health care reform and the emphasis to attract new consumers.
Diane Gage Lofgren, APR, Fellow PRSA; On-Demand


On-Demand Webinar

Essential Tips on How to Make Content More Relevant
On-Demand Webinar

Category: Techniques & Tactics

Gain essential tips to make your content smarter ? more relevant, more shareable and more trusted. You will learn what types of content are most effective for generating awareness for your brand, enhancing thought leadership and driving Web traffic.
Photo of Stephen Dupont, APR
Featured Presenter:
Stephen Dupont, APR; On-Demand


On-Demand Webinar

PR Isn’t Dead; It’s Poised for a Comeback
On-Demand Webinar

Category: Techniques & Tactics

It’s an innovative way to get noticed above the noise: “The Spike Method.” With predictive spike scanning, you start to see a wide variety of patterns that emerge for your clients, including trend spikes, national event spikes, topic relevancy spikes and complaint spikes.
Photo of Adele Cehrs
Featured Presenter:
Adele Cehrs
Adele Cehrs; On-Demand


On-Demand Webinar

How Public Relations Contributes to Decision Making in Big-Data Business
On-Demand Webinar

Category: Techniques & Tactics

Learn how even simple PR research and evaluation can guide the PR process, from understanding your organizational landscape to setting objectives, developing strategy and evaluating performance for continuous improvement.
Johna Burke; Mark Weiner; Cindy Villafranca; On-Demand


On-Demand Webinar

Employee Communications Section
Lessons From Show Business for Your Business
On-Demand Section Webinar

Category: Techniques & Tactics

Learn how to look at internal communications in a different way. You'll gain a simple, relatable model to use in tackling most any internal communications challenge. When in doubt, you'll be encouraged to ask yourself, "What would Ryan Gosling do?"
Photo of Rob Biesenbach
Featured Presenter:
Rob Biesenbach; On-Demand


On-Demand Webinar

Using IMC Strategies and Tactics to Market Your Way Up the Ladder
On-Demand Webinar

Category: Techniques & Tactics

Learn how to turbo-charge your resume and cover letter with action statements that demonstrate measurable and impactful outcomes. Find out about strategies, tactics and techniques for keeping your skills sharp and convincing an employer that you “feel their pain” and can solve problems for them.
Featured Presenter:
Eric Minor
Eric Minor; On-Demand


On-Demand Webinar

Best Practices for Submitting Your Silver Anvil Entry
On-Demand Webinar

Category: Techniques & Tactics

Each year, PRSA Silver Anvil Awards judges note that just a few improvements to entries can make a big difference in helping submissions stand out from the competition. Get inside advice and gain practical tips on how to submit the best entry.
Kelly Womer, ABC, APR, Fellow PRSA; Mike Flanagan; On-Demand


On-Demand Webinar

How Scent, Taste and Touch Will Redefine Immersive PR
On-Demand Webinar

Category: Techniques & Tactics

A handful of savvy organizations are incorporating unique scent, taste and touch elements into their PR plans to create multi-sensory magic. In this webinar, you’ll explore the intriguing and largely untapped world of sensory triggers that go well beyond typical sight and sound.
Photo of Mike McDougall, APR, Fellow PRSA
Featured Presenter:
Mike McDougall, APR, Fellow PRSA; On-Demand


On-Demand Webinar

Delivering Your Story From Narrative and Design to Measurement
On-Demand Webinar

Category: Techniques & Tactics

Today, storytelling requires a combination of creative writing and powerful visual imagery. In this webinar, you’ll learn how to embrace the new rules of communication when it comes to telling visual stories and solving problems through creative thinking and design.
Jason J. Sprenger, APR; Deirdre Breakenridge; Heather Whaling; On-Demand


On-Demand Webinar

Employee Communications Section
Learn What 100 Million Intranet Activities Can Tell You about Internal Communications
On-Demand Section Webinar

Category: Techniques & Tactics

In this webinar, Interact will demonstrate what 10 years and 100 million pieces of intranet data can reveal about internal communications. Find out how your intranet can transform communications in the digital workplace.
Photo of Chuck Gose
Featured Presenter:
Chuck Gose; Daren Jennings; On-Demand


On-Demand Webinar

Building a Foundation for Effective Communications
On-Demand Webinar

Category: Techniques & Tactics

How can you put key messages to work? Learn a five-step system for preparing strategic messages.
Photo of Debbie Wetherhead
Featured Presenter:
Debbie Wetherhead; On-Demand


On-Demand Webinar

Gain Insights from Your Data
On-Demand Webinar

Category: Techniques & Tactics

Cision is monitoring the lead up to and first day of the Republican National Convention and will be presenting data and the most popular conversations from conventioneers
Photo of James Rubec
Featured Presenter:
James Rubec; On-Demand


On-Demand Webinar

Educators Academy
Incorporating today’s world into our lessons and identifying opportunities for collaboration
On-Demand Section Webinar

Category: Techniques & Tactics

Learn the dynamics of using great initiatives and current community resources and merging those with your courses and students. Our speakers will give great examples of their own success in the community and building a bridge to the classroom.
Photo of Melissa D. Dodd, Ph.D.
Featured Presenter:
Melissa D. Dodd, Ph.D.; Lois Boynton; Gemma R. Puglisi; Karen Freberg, Ph.D.; On-Demand


On-Demand Webinar

Independent Practitioners Alliance
On-Demand Webinar

Category: Techniques & Tactics

Thinking about striking out on your own? Make 2017 the year you take the leap! The path to starting your own business is exciting and rewarding but also filled with new challenges you may not have anticipated. Learn from independent practitioners who have navigated this uncharted territory, overcome obstacles and built successful businesses.
Photo of J.W. Arnold, APR, Fellow PRSA
Featured Presenter:
J.W. Arnold, APR, Fellow PRSA
J.W. Arnold, APR, Fellow PRSA; Wendy Kurtz; On-Demand


On-Demand Webinar

Takeaways for PR Pros
On-Demand Webinar

Categories: Measurement & ROI, Media Relations, Social Media, Techniques & Tactics

What can we learn from the media, public relations and voting roller coaster during Election 2016? Drawing upon the growing trend of utilizing big data, hear from experts on how they've used data and analysis during the U.S. presidential election — to create stories, participate in conversations, and make sense of media and polling data connections. During this presentation, they will outline the ways that public relations professionals can incorporate data discovery and analysis into storytelling techniques, communication strategies, the ability to pivot, and the connection of data sets for greater insights.
Lauren E. Doyle, APR; Chris Scully; On-Demand


On-Demand Webinar

From Technology to SEO to Data Analytics to Multi-Media
On-Demand Webinar

Categories: Measurement & ROI, Social Media, Techniques & Tactics

Takeaway tips from the experts on how to improve your toolkit in: verifying sources, utilizing influencers, managing reputations, analyzing data, improving your SEO skills and incorporating the latest multimedia.
Ryan Williams; Lauren E. Doyle, APR; Sean Parker; On-Demand

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