PR Boot Camp

Key Concepts and Techniques of Effective Public Relations

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

Categories: Communication Strategy, Techniques & Tactics

This program has reached capacity but please visit for additional learning opportunities!

Whether you’re new to your PR/communications role or you’ve been practicing PR for a while without formal training, PR Bootcamp will broaden your strategic thinking and sharpen your skills so you will be ready for the many challenges PR practitioners face on a daily basis. Instructor Robin Schell, APR, Fellow PRSA, senior counsel and partner, Jackson Jackson & Wagner, will facilitate 3 three-hour interactive sessions that will cover behavioral PR theories you can apply to your work; qualitative and quantitative research techniques; best practices in internal and external communication; media relationship-building; crisis communication and issue anticipation; evaluation and PR’s ability to impact the bottom line; and a recipe for building a behavior-based strategic communication plan. Live participation is encouraged. 

Learning Objectives:

  •        To provide a framework for developing a behavior-based PR plan.
  •        To review key concepts and techniques that apply to internal and external communication, crisis communication and media relationship-building.
  •        To introduce research and evaluation techniques as the PR field evolves from measuring “outputs” to “outcomes.”
  •        To share real-time experiences and case studies to sharpen your skills as a PR practitioner and strategic thinker.

BOOT CAMP AGENDA* (subject to change):

Day One: Tuesday, May 4, 2021

Introductions, Goals and Challenges

Six Roles of the PR Practitioner Self-Assessment

PR at the Management Table

Professional Development Opportunities

Behavioral Public Relations Theories (Diffusion Process, Model of a Successful Organization, Behavioral Model and Four Steps to Behavior Change)

Interactive Exercise: Identifying Triggering Events That Drive Behavior

Qualitative and Quantitative Research

Homework Assignment: Drafting an Online Survey Instrument Research Objectives

Read Internal Communications Case Study for May 6 class.

Day Two: Thursday, May 6, 2021

Recap of Day One and Online Surveys

Internal Communications Discussion: One-Way and Two-Way Techniques

Employees as Ambassadors

Best Practices in Internal Communication

Interactive Exercise: Key Messages and Retention Strategies for Employees (Based On Case Study)

External Communications Discussion: One-Way and Two-Way Techniques, Social Media Strategies

Information-Mapping Techniques

Identifying and Building Relationships With Opinion Leaders

Media Relations 101 and Do’s and Don’ts of the Media Interview

Interactive Exercise: Preparing Your Spokesperson for the Tough Questions

Homework: Review case study for creation of behavior-based PR plan; review PRSA Code of Ethics.

Day 3: Tuesday, May 11, 2021

Recap of Day Two and Anticipating Tough Questions Exercise

Issue Anticipation and Crisis Communication 101

Review of Crisis Communication Cases and Elements of a Crisis Communication Plan

Recipe For Creating a Behavior-Based PR Plan

Group Work Session To Develop Behavior-Based PR Plan

Measurement and Evaluation: Review of Barcelona Principles

Discussion:  Nine Ways PR Impacts the Bottom Line

Review of PRSA Code of Ethics and Ethics Jeopardy

Q&A and Wrap-Up

“The PR Bootcamp has given me the knowledge and confidence I needed to identify strategic priorities and focus on driving the desired outcomes. Apart from the valuable content Robin shared, I also appreciated her genuine interest in her students’ work. The warm, friendly classroom atmosphere she created was conducive to learning not only from our PR guru, Robin, but also from each other. The two days out of the office were well worth it, and I’m looking forward to attending more PRSA workshops in future.”
Gordana Goudie
Communications Officer, Professional Education
Georgia Institute of Technology


Robin Schell, APR, Fellow PRSA, senior counsel and partner, Jackson Jackson & Wagner

Photo of Robin Schell, APR, Fellow PRSA

Schell, APR, Fellow PRSA, has 30 years of consulting experience and specializes in strategic planning, effective internal and external communication systems, constituency relations programs and behavioral research.



Participants with the APR credential earn 1.5 CEUs for this workshop. Learn more about Accreditation renewal.