Executive Communication Online Series Module 4: Leading the PR & Communication Function

Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management

Maintaining relevant communication skills is one of the most critical needs for successful communication professionals today. PRSA’s Executive Communication Online Series is designed to teach and empower you with strategic knowledge, skills and abilities to develop quantifiable business outcomes.

Think about the various roles and functions within nonprofit, not-forprofit and for-profit companies. Could you ask intelligent questions about business structure — sole proprietorships, partnerships and corporations? Can you identify ROI for public relations activities in your organization? Are you aware of laws and guidelines for public reporting of annual reports or income statements?

This session will discuss ways to motivate and inspire others to build coalitions and communicate vision within an organization.  
By the end of this module, participants will be able to:

• Understand how the public relations function contributes to the financial success of the organization.
• Estimate human capital, financial and organizational resource needs.
• Establish a process to obtain information and appropriately store it for future use.
• Recognize chain of command within both horizontally and vertically structured organizations.
• Demonstrate understanding of the impact of organizational governance.
• Distinguish between relevant and irrelevant information to evaluate opportunities for resolution in a timely fashion.
• Integrate internal and external components of a public relations campaign.