Strategic Communication Certificate Program

Behavioral Strategic Planning


Availability
Aug. 4–Sept. 8, 2021
Full Price: $1,795
Members: $1,295

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

Designed as an interactive, live certificate of completion program, PRSA’s new Certificate Program in Strategic Communication Planning, will equip management-level communicators with the knowledge of how to build a strategic, behavioral public outreach plan that will move the needle on stakeholder action, not just opinions, to achieve more effective public relationship outcomes.

The live, online series of six modules will launch on August 4, 2021, and run through September 8, 2021, airing each consecutive Wednesday from 3 to 4:30 p.m. EDT. All modules will be recorded so that participants can listen or review them after the live date or to re-listen in preparation for the final exam. Additionally, member participants will be given access to an exclusive online forum that offers private access and interactive dialogue with other members taking the course.

Lead by Stacey Smith, APR, Fellow PRSA, each module will feature recognized content experts who will share their experience, insights and perspectives on vital aspects of behavioral strategic planning. Drawing from their own careers, publications, case studies and organizational counseling, each presenter will offer proven approaches and practical guidance attendees can apply to their own careers.

After successfully completing the 18-question, multiple-choice test at the end of the series, registrants of this program will be awarded a PRSA certificate of completion.

Certificate Program Modules:

  1. Behavioral Strategic Planning: An Introduction
  2. Understanding Stakeholders: Conducting an Environmental Scan and Stakeholder Research
  3. Relevant Behavioral and Communication Science Theories, Strategies and Their Application
  4. Setting Direction: Establishing Measurable Goals and Objectives
  5. Tactics: Designing and Implementing Effective Tactics That Move Behavior
  6. Messaging, Measurement and Evaluation

This certificate program is designed for:

  •  Manager and senior-level PR and communication professionals.
  •  Any professional responsible for managing an organization’s communications team.
  •  Leaders charged with advising other executives.
  •  Professionals responsible for managing strategic communication plans.
  •  Communicators with five or more years of experience.

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

  • Reorient ongoing and design new plans to have greater organizational impact.
  • Learn how to more effectively ask for and listen to input and feedback from stakeholders.
  • Identify and apply effective behavioral and communication theories.
  • Design effective, behaviorally based messaging that supports tactics.
  • Evaluate programs and outreach effectively.

1.  Behavioral Strategic Planning: An Introduction

In this module participants learn the fundamentals of behavioral strategic planning. We review the key steps one must take to understand, communicate with and move the behavior of stakeholders no matter the issue, organization or background of stakeholders. 

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

·       Explain the differences between behavioral strategic planning and simple tactical planning.

·       Understand the steps in the process of behavioral strategic planning.

·       Create a checklist of data, materials and buy-in needed to build a behavioral strategic plan. 

2.      Understanding Stakeholders: Conducting an Environmental Scan and Stakeholder Research

In this module participants learn to understand the environment in which communication is happening, how that environment impacts planning, and how to gather information needed to build a more effective behavioral plan.   

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

·       Understand the influence past and current stakeholder experiences have on their actions and reactions to an organization and its outreach.

·       Analyze/review research that will inform the planning process.

3.      Relevant Behavioral and Communication Science Theories, Strategies and Their Application

In this module participants explore communication and behavioral science theories and strategies that help design programming and outreach that achieves objectives and goals. 

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

·       Understand a variety of theoretical, science-based models and theories that can shape decisions and design of tactics.

·       Determine effective ways to apply theoretical models and theories to the opportunities at hand.

·       Begin to be conversant at discussing and explaining theories and models to obtain buy-in and support by others.

4.      Setting Direction: Establishing Measurable Goals and Objectives

In this module participants learn how to set goals and objectives that are achievable, measurable and linked to organizational strategy. 

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

·       Establish public relations goals that are directly connected to organization goals.

·       Build objectives that move stakeholders along a behavioral continuum toward the PR goal.

·       Create goals and objectives that are S.M.A.R.T.

5.      Tactics: Designing and Implementing Effective Tactics That Move Behavior

In this module participants learn how to build tactics that navigate the barriers and affinities of stakeholders (from Module 2). We will discuss how to incorporate the behavioral and strategic theories (Module 3) into the design of tactics.

·       Design tactics and activities that will move the stakeholder along the behavioral continuum.

·       Discuss best practices in programming and outreach to achieve objectives and goals.

6.      Messaging, Measurement and Evaluation

In this module participants learn about effective methods for evaluating tactics and how to use that data to adjust or improve programming during execution and after. In addition, we will address how messaging must strategically support a behavioral plan by using behavioral and communication science theories to shape their creation.

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

·       Make sure measurement and evaluation of programming and outreach is effective.

·       Understand how messaging is a critical part of program design and how it works with the behavioral approach.

Lead Presenter

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.

  

Accreditation

Participants with the APR credential earn 0.5 renewal CEUs for each completed module of this course, for a total of 3.0 CEUs. Learn more aboutAccreditation.