PR Strategy

Build Your Strategic, Behavioral and Measurable PR Plan

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

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

This two-day workshop will combine both learning about the intricacies of building a measurable, behavioral, strategic plan and time to create a working plan for your department that supports your organization’s goals and objectives. You will finish the two days with a strategic plan close to completion. Finish up any areas needing rounding out, add a timeline, budget, staffing requirements and execute!

You will learn communication and behavioral public relations theories along with data-driven decision making that will help you focus your efforts and prepare a plan that:

  • Sets measurable, behavioral objectives tied to organizational objectives.
  • Prioritizes key audiences and identifies the behaviors you need from them in order to achieve those objectives.
  • Includes a list of key opinion leaders and influencers who will be instrumental in educating and persuading stakeholders.
  • Outlines key stakeholder’s latent readiness to behave and allows you to plan strategies and activities that capitalize on that readiness.
  • Evaluates the environment in which the plan will be executed in order to identify opportunities and barriers to success.
  • Identifies research needs.
  • Builds in mechanisms to monitor the desired behavior(s) to measure progress and allow for midcourse corrections.
  • Includes effective core messaging.
  • Identifies tactics for achieving short- and long-term behaviors.
  • Identifies evaluation criteria for measuring success.

The workshop is designed for you to either 1) work alone, 2) work cooperatively with others in similar industry areas (health care, financial, education, not-for-profit, etc., if in attendance) for input and insights or 3) bring your own team to form a work group.

  • Bring your organization’s vision and mission statements, current organization goals and objectives, past research on stakeholder perceptions and readiness to act.
  • Learn as a group and bring any members of your team critical to planning and interested in becoming more strategic in their approach to public relations practice.


Stacey Smith, APR, Fellow PRSA, senior counsel and partner, Jackson Jackson & Wagner

Photo of Stacey Smith, APR, Fellow PRSA

Smith is senior counsel and partner at Jackson Jackson & Wagner. She has served as an instructor in public relations at New England College and at Antioch New England Graduate School. She is a member of the IPRRC Advisory Board, as well as the PRSA Educators Academy and PRSA Employee Communications Section.



Participants with the APR credential earn 4.0 APR Maintenance Credits for a two-day course. Learn more about Accreditation maintenance.