Business Essentials for Strategic Public Relations Success

Learn How to Increase Business Acumen for You and Your Team

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

Category: Communication Strategy

Business acumen has emerged as a critical competency for professionals at all levels of the field. To become trusted advisers to clients and the C-suite, public relations professionals need to demonstrate how their counsel helps advance business goals and objectives.

In this session, you’ll gain tips to help increase your level of business acumen so that public relations gets — and keeps — its seat at the table. You’ll learn:

  • The importance of business acumen to PR success.  
  • The state of business acumen education and training.
  • What specific knowledge senior leaders expect in this area.
  • Examples of “Business 101” training and development programs.
  • Actionable tips and exercises for building business acumen.


Ron Culp, professional director, PR and advertising graduate program, DePaul University

Photo of Ron Culp

Culp is professional director of the graduate program for public relations and advertising in the College of Communication at DePaul University. He has received numerous awards that recognize his leadership in public relations; he also writes a popular career blog, Culpwrit. Prior to joining DePaul, Culp was a partner at Ketchum, where he headed the global agency’s North American Corporate Practice. Previously, he headed the Chicago office of financial communications firm, Sard Verbinnen and Company, after serving as senior vice president of public relations and government affairs for Sears. Earlier in his career, he held senior communications positions at Sara Lee Corporation, Pitney Bowes and Eli Lilly.

Matt Ragas, Ph.D., academic director, PR and advertising graduate program, DePaul University

Photo of Matt Ragas, Ph.D.

Ragas is the academic director of the PR and advertising graduate program at DePaul University. He is a recipient of the Nafziger-White-Salwen dissertation award from the Association for Education in Journalism and Mass Communication (AEJMC), and is a Coleman Foundation faculty entrepreneurship fellow.



Participants with the APR credential earn 0.5 CEUs for a webinar. Learn more about Accreditation renewal.