Executive Communication Online Series Module 5: Managing Relationships

Course Duration: Approx. 6 hours
Module Duration: Approx. 45–60 minutes

Note: The prices below are for this course module only. The price of the entire course is $595 for PRSA members and $995 for nonmembers.
Full Price: $195
Members: $145

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.

Ethics-based relationship management is at the heart of the communication function, emerging as a strategic role in managing environments, processes and methodologies in which your organization operates. Are you prepared to provide your organization leadership with the necessary tools, tactics and processes required to manage key stakeholder relationships?

In this session, participants will learn the importance of relationship building among key stakeholders (both internal and external) to find mutually acceptable solutions. It will also cover the need for reputation management by maintaining individual and organization credibility with and among key constituents.

By the end of this module, participants will be able to:

  • Define consensus-building strategies and techniques to persuade key stakeholders to support a decision and recognize the need to find mutually acceptable solutions.
  • Maintain individual and organizational credibility with and among key constituents.
  • Understand the importance of internal relationships and organizational culture for communicating key messages.
  • Recognize that relationships among public relations professionals, journalists and media organizations are built on mutual respect and trust.
  • Identify appropriate controlled and uncontrolled media channels.
  • Define the different tactics that can be used to establish and enhance relationships to recognize connection among various stakeholders.


Participants with the APR credential earn 1.0 APR Maintenance Credit for completing this online course module. www.prsa.org/Learning/Accreditation.