Search All Public Relations Training

Write for Reach and Results
On-Demand Online Course
Category: Writing
This comprehensive e-learning course encompasses every major writing skill and technique required of a professional media relations communicator. Divided into four learning modules, this turnkey program covers the cornerstones of today’s demanding PR writing skillset, including thinking and writing like a journalist, ensuring clean and flawless copy, writing superior press releases and pitches, and applying creativity and style for greater impact. Michael Smart; On-Demand
On-Demand Online Course
Category: Leadership & Management
The Communicating to Manage Performance (CMP) Certificate Program is a dynamic skills-based certificate of completion course designed to empower managers, team leaders and supervisors to build performance every day, through effective, consistent workplace communication. This online course will enable you to take advantage of emerging management best practices that focus on day-to-day behavior and tangible high-performance results. On-Demand
On-Demand Online Course
Category: Leadership & Management
Acknowledging Ideas promotes creativity and innovation by creating a climate where people’s input is valued and encouraged. This skill application will allow you to learn how and why your team is — and is not — offering ways to improve day-to-day tasks and develop innovative approaches to change the scope of your department or organization. Participants will also find it beneficial to merge other CMP skills with this technique for stronger use and application. On-Demand
On-Demand Online Course
Category: Leadership & Management
Active Listening enables you to gain information, engage employees and build trust. Participants will discover how to listen in new ways, how to gain information they aren’t hearing the first time and how to support and develop their teams. Utilizing this skill as a thinking process instead of a hearing process enables you to strengthen your relationships at all levels in your organization. On-Demand
On-Demand Online Course
Category: Leadership & Management
Describing Behavior enables you to communicate clearly and objectively. This course will discuss the necessary reasons why describing behavior is beneficial for both you as the manager and your direct reports. You’ll also discover when to describe behavior and through the online learning application you will learn how to polish your language with this imperative technique. On-Demand
On-Demand Online Course
Category: Leadership & Management
Giving Corrective Feedback teaches managers how to provide effective feedback for correcting behavior that is not aligned with the organizational mission or direction. This skill will also provide behavior-based feedback for employees who are exhibiting inappropriate communication or actions. Correcting performance deficiencies is often difficult to deliver, but the 7-step process embedded in this module will allow you a roadmap for delivering tough messages and provides a clear outcome for future expectations in performance change. On-Demand
On-Demand Online Course
Category: Leadership & Management
Giving Positive Feedback helps create the best possible performance by recognizing and reinforcing effective behaviors and results. In a fast-paced world where the words “good job” encompass most of our positive feedback to employees, you will learn how to specifically provide feedback that is informative and useful for your team. This skill builds tremendous trust when others are communicating with you and combined with the skills of Using I-Statements and Describing Behavior allow your professionalism to develop in greater ways. On-Demand
On-Demand Online Course
Category: Leadership & Management
Using I-Statements enables you to express your viewpoint in a way that promotes personal accountability for speaking, listening and collaboration. I-Statements build personal accountability for your management voice and enhance your level of professionalism in providing feedback both positive and corrective. On-Demand
A Playbook for Earning Positive Coverage
On-Demand Online Course
Category: Techniques & Tactics
Most PR pros send pitches that are destined to fail from the start. If your pitch shows up like everyone else’s, it will be treated like everyone else’s — it will be ignored. In this comprehensive e-learning course, you’ll discover how to craft a pitch that gets noticed. Gain the tools and insights you need to transform yourself into a master of the cold email pitch. Discover pitching skills that are beyond the reach of your average PR pro. Accurately and effectively measure what you do, so that your client or employer knows what they’re getting from your efforts. Michael Smart; On-Demand
On-Demand Online Course
Category: Communication Strategy
This comprehensive e-learning course offers in-depth approaches to leveraging key components of marketing, media and advertising to accelerate PR campaign results. Divided into five learning modules, this course will position you to lead integrated marketing communications campaigns from start to finish. Bonnie Harris; On-Demand
On-Demand Online Course
Category: Communication Strategy
This comprehensive e-learning course teaches communicators how to use integration as a powerful tool in any communications practice. This five-hour course provides a review of integrated marketing concepts, followed by ways to learn about your specific audiences, develop integrated strategies and tactics that work together to boost results, and effectively manage your work in a planned, synchronous fashion. Bonnie Harris; On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Effective crisis communication can help organizations maintain trust, inspire consumer confidence and build competitive advantage. Recent poorly handled crises in business, government and nonprofits show how ineffective crisis communication can set an organization back significantly. Designed as an on-demand, certificate of completion program, the Crisis Communication Certificate Program will equip management-level communicators with best practices in industry perspectives by sharing resources and ideas, and working through various crises. On-Demand
This module will explore the foundations of an effective crisis response including decision criteria and levers of trust. Participants will learn the core principles of effective crisis response. We’ll address the drivers of trust in the context of fulfilling expectations. What would reasonable people appropriately expect a responsible organization to do in this situation? Learn how to quickly prevent reputational harm with the core expectation that the organization cares. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
The module will address communications approaches to should be considered when an organization has made a mistake and seeks to express that publicly, but in doing so must also consider the potential risks involved including potential litigation. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
In this module, participants will learn about telling a narrative to both internal and external audiences. We’ll dive into techniques for building and sustaining a corporate narrative while mastering ways to build trust through the power of storytelling. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
This module will cover how to persuade CEOs and other senior executives to make productive decisions and engage stakeholders in a crisis. We’ll address getting CEOs and other executives to communicate effectively in a crisis. On-Demand
This module provides an in depth look at creating the operational readiness for a crisis. Specifically, how to identify executive’s roles in a crisis and developing clear processes. We’ll cover how to establish internal crisis communications response structures and teams while developing processes and protocols for effective rapid response. On-Demand
Preparing for a crisis requires asking certain questions in the right order. This module describes the rigor necessary to assure that a crisis plan will predictably result in a well-handled crisis. Carpenters know that they must measure twice and cut once — communication and public relations professionals need to follow the same discipline to ensure their communication plan is right and communicated effectively the first time. On-Demand
Get More Placements, Page Views and Shares by Showing Up the Smart Way
On-Demand Online Course
Category: Writing
Part one of the four-part e-learning course, “The Definitive Guide to PR Writing.” This module offers detailed skill-building techniques to create compelling communications materials. Michael Smart; On-Demand
Part two of the four-part e-learning course, “The Definitive Guide to PR Writing.” This module offers detailed skill-building techniques to create compelling communications materials. Michael Smart; On-Demand
Master Proofreading Principles and Grammar for Boosting Your Credibility and Results
On-Demand Online Course
Category: Writing
Part three of the four-part e-learning course, “The Definitive Guide to PR Writing.” This module offers detailed skill-building techniques to create compelling communications materials. Michael Smart; On-Demand
How to Set Your PR Writing Apart From Everyone Else and Maximize Your Impact
On-Demand Online Course
Category: Writing
Part four of the four-part e-learning course, “The Definitive Guide to PR Writing.” This module offers detailed skill-building techniques to create compelling communications materials. Michael Smart; On-Demand
On-Demand Online Course
Categories: Communication Strategy, Media Relations, Social Media, Techniques & Tactics
The PESO model takes the four media types — paid, earned, shared and owned — and merges them together for an integrated — and measurable — communications program. Most of the industry had adopted the model, but not many truly know how it all works together and drives business results. Join Gini Dietrich, the founder and author of Spin Sucks and creator of the PESO model, to learn how to implement it within your organization. Gini Dietrich; On-Demand
On-Demand Online Course
Category: Measurement & ROI
The Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will learn how to build research into the beginning of your communication planning process in ways that are fast, easy and inexpensive. At the end of resource-intensive communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment. On-Demand
Too often, measurement is considered at the end of what we think was a successful campaign or project. However, in order to make sure the project plan addressed the right messages and used the right channels, research needs to precede planning. This module will cover different ways you can incorporate audience research into developing a plan that will be more likely to help achieve your organization’s goals. On-Demand
Messages don’t exist in a vacuum; they are carried through the channels we choose for them. However, there are ways to measure how well the messages are getting through to our stakeholders regardless of their distribution medium. We can track the quality and quantity of content we generate, and we can measure to what extent those messages were seen, read, understood, believed and accepted by our audiences. In this module, participants will learn a variety of ways to conduct these measurements, from less resource-intensive approaches to highly quantitative ones. On-Demand
Channels don’t exist in a vacuum either; they’re loaded with message content. However, there are ways to measure how effective the channels themselves are overall with your target audiences. We can track how many people have access to those channels or find them useful or easy to use. We can identify what types of topics they prefer finding through various channels. Module 3 will cover a variety of ways to conduct these measurements, from less resource-intensive approaches to highly quantitative ones. On-Demand
Measuring messages and channels is an invaluable way to keep improving the quality of our work. However, executives often ask if the work we do is helping them achieve bottom-line results for our organizations. They want to see the connection between the communication we are doing and how that has changed the way employees work and the way customers and other publics interact with our organizations. Module 4 will demonstrate ways to either correlate our work with business outcomes or prove a direct cause-and-effect relationship that allows us to talk about credible returns on investment as other business functions do. On-Demand
This module will focus primarily on measuring earned media and earned social, two channels that offer unique opportunities for measurement. Participants will hear examples of how the most meaningful metrics to track can be consolidated into a scorecard that helps communicators keep their eyes on the key analytics and share the results with executives. On-Demand
All the preceding modules focus primarily on the “what” to measure. Many of the case studies included use a variety of research and measurement techniques. This final module provides best practices to follow and pitfalls to avoid when using the most common research methods — the “how” of evaluating success. The two methodologies we’ll be covering will be focus groups and surveys. On-Demand
On-Demand Online Course
Categories: Accreditation Preparation & Maintenance, Communication Strategy
Gaining the Certificate in Principles of Public Relations differentiates you from other new college graduates in public relations and related majors who have not passed the Certificate examination. This course helps you prepare for taking the computer-based examination.

Note: The Certificate is only available to students at participating schools.
On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Corporate Reputation Management (RM) is a concept at the core of the Communication’s profession — one that has matured into a management discipline over the past 20 years that extends beyond traditional domain of the function. As it has matured and expanded into the realm of business strategy and corporate governance, Communicators are seen as the go-to experts inside their organizations. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Aside from Communications, only the CEO role is structured to care more about Corporate Reputation. Participants will gain perspectives about the increasing pressures facing today’s businesses and its leadership. This module will provide practical tips for framing issues about the company, winning CEO support and partnering with senior leadership to strengthen your organization’s Reputation. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Fitting Reputation into an org. structure can be difficult. In this module, participants will hear from an executive who has managed the evolution while also tying together the concepts of Corporate Reputation, Corporate Brand and Corporate Responsibility. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Google “Reputation Management” and you’ll quickly learn that SEO companies have hijacked the term for “ORM”, rather than the strategic management discipline. At the same time, new digital and social tools present the greatest threat (and opportunity) for your organization’s Reputation. In this module, participants will explore how to connect the dots from an exec who has led the way. On-Demand
One of the best ways to help your organization understand Reputation is through quantification. This module will explore how to be pragmatic, targeted and actionable when you bring measurement to your organization. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Too often, Corporate Reputation and Corporate Responsibility are disconnected. In this module, participants will hear from an executive who has seen the evolution and can demonstrate the links among Corporate Reputation, Corporate Social Responsibility and Stakeholder engagement. Additionally, this module will further explain to participants a path forward of how to set the vision for their organization. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Since 1989, the leadership team at Heyman Associates has built a reputation as trusted advisors to CEOs by focusing on one thing and doing it well. From the start, they have immersed themselves in one profession: communications and public affairs. This module will discuss the importance of focusing on building an evolved skill set as you plan the next steps of your career as a Reputation Champion. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
Managing across divisions and geographies can be challenging. This module offers tips and techniques for winning support of your programs across all management levels. Participants will learn how to align business objectives, build stakeholder relationships, address operational issues and enhance their organizations’ reputation. On-Demand
On-Demand Online Course
Category: Crisis & Reputation
In the wake of unprecedented, high-profile and devastating corporate crises, Reputation Risk has emerged as the No.1 most important strategic risk for every organization. CEOs and Boards need someone to tackle these risks for them — with more than just a crisis management plan. Communicators have an opportunity to meet this need for leadership by implementing a low-tech, high-touch, cross-functional process that gives senior management confidence that Reputation Risk is well-managed. On-Demand
A Low-Tech, High-Touch, Cross-Functional Approach
On-Demand Online Course
Category: Crisis & Reputation
CEOs and boards cite Reputation Risk as their highest priority; and they don’t feel their organization is prepared to handle it. More importantly, headlines have taught them that they need more than just a crisis plan. In fact, they may be realizing that proactive Reputation Management is needed. What can a communicator do specifically to address this gap and find new ways to mitigate Reputation Risk? On-Demand
Stakeholders expect companies to do more than obey the rules — they want your organization to be a force for positive change. Learn about who’s doing it well, with a focus on companies who have put real dollars into positive, aggressive Reputation Management recently. How can you convince leadership to stay proactive in a world where sticking your neck out is scarier than ever? On-Demand
When everyday business decisions seem to generate more and more reputation risk scenarios, where can leaders turn for positive stories? Learn how leading organizations are turning CSR and Sustainability into pillars of Reputation Risk Mitigation. CSR and Sustainability are moving from the sidelines into core business strategy — what does this mean for Communications strategy? How do you go from Sustainability reporting to a more integrated approach to telling your organization’s story? On-Demand
Some argue that Reputation Risk Management and Crisis Management are the same thing. They are not, and the differences are important. Learn how Crisis Management must be a critical component of Reputation Risk Management and how integrated planning can enable organizations to shift from a purely reactive to a fully proactive stance. Find out how to use your Crisis Plan to create the business case for actions that directly impact Reputation Risk. On-Demand
How many times have we heard about the instant response required of organizations in crisis? How many organizations still put their crisis plans in a binder at headquarters? Maybe it’s time to fight fire with fire — learn how continuous Reputation Risk Management and sophisticated Crisis Communications can enable even the most decentralized organizations to manage a crisis in real time. Learn from a Communications leader who has implemented a solution that pulls together a very decentralized trade association into a highly efficient and effective crisis team. On-Demand
The worst (and hence most memorable) Reputation Risk events of the past few years are all easily traced back to some very bad decision making by individuals. What if every one of those people had a full understanding of the potential consequences of their actions? Maybe they’d have done things differently. Learn new ways you might be able to instill that in your organization — from an organization who does it through their focus on internal culture. Discover specific actions you can take as a communicator to encourage better decision making in your organization. On-Demand
AP Style: A Communicator’s Resource
On-Demand Online Course
Category: Writing
Participants in this session will learn why writing using AP style is important if your primary audience is the media, and how to use the AP Stylebook as a standard reference guide. On-Demand
On-Demand Online Course
Category: Writing
This session will explain the power of the written word and illustrate how, with just 10 easy tips, you can significantly improve your writing and the reader’s understanding of what you are trying to communicate. The most respected professionals know that writing well is imperative to effective communication. On-Demand
April 4, 2019 | Live Online Course Session
Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
Can you provide a knowledgeable response about using research in your organization planning process? Can you explain the difference between primary and secondary research? Do you have a format for developing and writing a public relations plan? This session will discuss research concepts and applications by using a variety of research tools to gather information about the employer or client, industry and relevant issues. Participants will learn formal, informal, quantitative and qualitative methods for developing a plan and setting goals based on research findings.
April 11, 2019 | Live Online Course Session
Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
Do you understand how to integrate the plan and implementation of your organization’s communication activities with its vision, objectives and strategy? Do you know how to evaluate and report that implementation process for its efficiency and effectiveness? This session will explore the implementation and evaluation of public relations and communication program goals and objectives; to include the sequence of events required to develop successful timelines and budgets executing planned strategies within an overall plan.
April 18, 2019 | Live Online Course Session
Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
Are you prepared to help your organization identify, manage and measure risks in a highly networked and volatile world? This session will help you prioritize and manage a crisis and consider the process for dealing with a crisis.
April 25, 2019 | Live Online Course Session
Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
Think about the various roles and functions within nonprofit, not-for-profit 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.
May 2, 2019 | Live Online Course Session
Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
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.
May 9, 2019 | Live Online Course Session
Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
Are you prepared for the role of your organization’s “moral compass” in its relationship with its varied stakeholders? In this session, you will discuss the importance of standards for professional behavior in communications; recognizing ethical dilemmas and legal considerations as they may affect the organization’s decision-making process.
Presented by PRSA and Wylie Communications
July 24–26, 2019 | Workshop | Portland, Ore.
Category: Writing
Ann Wylie; In-Person
New Professionals Section
July 25–26, 2019 | Conference | Washington, D.C.
At this specialized conference, attendees will gain practical tactics and industry insight through sessions designed specifically with new professionals in mind and have the chance to learn from and network with fellow new professionals who are also determined to become the industry’s next leaders. In-Person
Presented by PRSA and Ragan Communications
July 30–Aug. 1, 2019 | Conference | Menlo Park, Calif.
Category: Communication Strategy
In-Person
July 30, 2019 | Webinar, On-Demand Available Aug. 6
Categories: Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
Thinking about going independent? No matter whether you dream of being a solo practitioner or starting a virtual PR agency, this webinar by a PR and marketing agency principal and founder, and the CEO and founder of a marketing and communications consultancy and adjunct professor at San Jose State University, will give you the real-world solutions you need to launch your venture, find/retain clients and manage a profitable PR business while maintaining a satisfying work/life balance. Mar Junge; Rene Siegel; Live Online
Counselors to Higher Education Section
Aug. 5–6, 2019 | Conference | Denver, Colo.
Join your colleagues in higher education communications for a new Counselors to Higher Education (CHE) event, taking place on the West Coast this August! In-Person
New Professionals Section
Aug. 13, 2019 | Section Webinar, On-Demand Available Aug. 20
Categories: Communication Strategy, Measurement & ROI, Techniques & Tactics
Included with PRSA Membership.
In this webinar, Ben Butler, APR — founder of the acclaimed brand PR agency Top Hat — will present Silver-Anvil-winning client case studies to show practical applications for measuring and quantifying your communications efforts. Ben Butler, APR; Live Online
Aug. 14–Sept. 18, 2019 | Live Online Course
Categories: Communication Strategy, Emerging Trends, Measurement & ROI, Social Media, Techniques & Tactics
The Integrated Communication Certificate Program builds an advanced approach to integrated marketing communications that is specifically built for today’s communication professional. Strategic integrated communication can help organizations streamline their efforts and significantly boost results by focusing on synergy, alignment and measurement. Designed as a live certificate of completion program, the Integrated Communication Certificate Program will equip management-level communicators with best practices within integrated marketing concepts for specific audiences in order to develop integrated strategies and tactics that work together to boost results and effectively manage your work in a planned, synchronous fashion. Bonnie Harris;
Aug. 20, 2019 | Webinar, On-Demand Available Aug. 27
Categories: Emerging Trends, Social Media, Techniques & Tactics
Included with PRSA Membership.
Micro-influencers are everyday consumers who have a significant and engaged social media following of anywhere between 1,000 and 100,000, and are much more authentic and obtainable to work with to promote your marketing goals. Join Jenkins and Tischler of Simply Social Media as they teach you how to leverage micro-influencers in social media to build community, connections and brand advocates. Caitlin Jenkins; Amy Tischler; Live Online
Aug. 22, 2019 | Webinar, On-Demand Available Aug. 29
Categories: Communication Strategy, Emerging Trends, Techniques & Tactics
Included with PRSA Membership.
Current events can assist in providing a talking point for a specific issue or PR campaign you are building. It is critical to understand the landscape surrounding a current event and its larger themes in the news in order to remain in front of your communication messaging. Opal Barclay; Jake Kreinberg; Live Online
Aug. 29, 2019 | Webinar, On-Demand Available Sept. 5
Categories: Media Relations, Techniques & Tactics
Included with PRSA Membership.
The shift to online media has given PR pros new metrics – surprisingly easy to acquire – that illustrate more deeply the impact of their earned media outreach. Learn how to take advantage of that activities that work, and how to measure and report your results to get the respect you deserve. Michael Smart; Live Online
New Professionals Section
Sept. 5–6, 2019 | Conference | Chicago, Ill.
At this specialized conference, attendees will gain practical tactics and industry insight through sessions designed specifically with new professionals in mind and have the chance to learn from and network with fellow new professionals who are also determined to become the industry’s next leaders. In-Person
Sept. 12, 2019 | Webinar, On-Demand Available Sept. 19
Categories: Ethics, Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
Following the Arthur W. Page Society benchmark study on diversity and inclusion practices for recruitment and retention of talent, this presentation will provide organizational strategies that leaders can adopt to build engage team members and build an inclusive team environment. Rochelle L. Ford, Ph.D., APR; Peta Long; Live Online
Sept. 13, 2019 | Workshop | New York, N.Y.
Categories: Emerging Trends, Social Media, Techniques & Tactics
This workshop will teach you how to shoot and edit videos that can be used in media pitches and on social media. Jason Maderer; Steven Norris; Edward Brice Zimmerman; In-Person
Presented by PRSA and Wylie Communications
Sept. 17–18, 2019 | Workshop | New York, N.Y.
Category: Writing
Ann Wylie; In-Person
Presented by PRSA and Ragan Communications
Sept. 19–20, 2019 | Conference | Anaheim, Calif.
Category: Branding
In-Person
Discover How to Craft the Perfect Pitch and Get Placements Without Pitching
Sept. 19–20, 2019 | Workshop | New York, N.Y.
Category: Media Relations
Join media pitching coach Michael Smart as he presents a two-day event designed to help PR pros achieve superior results in today’s quickly changing media landscape. Michael Smart; In-Person
Sept. 24, 2019 | Webinar, On-Demand Available Oct. 1
Category: Accreditation Preparation & Maintenance
Included with PRSA Membership.
What is Accreditation in Public Relations (APR), and why should it matter to you? Join us for a discussion of the APR process and the value this designation brings to you and to your career. Two communications professionals who have earned Accreditation will lead the webinar and share their personal experiences. Elizabeth Salter McMillan, APR; Scott Tennant, APR; Live Online
Presented by PRSA and Ragan Communications
Sept. 26–27, 2019 | Conference | Washington, D.C.
Categories: Communication Strategy, Executive Level, Leadership & Management
In-Person
Presented by PRSA and Ragan Communications
Oct. 2–4, 2019 | Conference | Redmond, Wash.
Category: Communication Strategy
In-Person
Oct. 16–18, 2019 | Workshop | San Diego, Calif.
Category: Accreditation Preparation & Maintenance
This course is designed to provide a setting for busy professionals to focus on final preparations. We strongly recommend that candidates complete previous preparations through their local chapter, on their own or by taking the APR Online Course. (This is not a seminar for those beginning their APR journey.) Bey-Ling Sha, Ph.D., APR; Jason S. Kirsch, APR; Sean Connolly, APR; In-Person
Oct. 18–22, 2019 | Conference | San Diego, Calif.
In-Person
Association/Nonprofit Section
Oct. 19, 2019 | Conference | San Diego, Calif.
In today’s shifting funding environment, professionals in associations and nonprofits are going to have accomplish more with even fewer resources, coping with tight budgets in the best of times. The solution is to identify and acquire the tools and techniques to become more efficient and effective. This event focuses on providing leading edge, practical methods and tools to communications, public relations, and fundraising professionals working in associations and nonprofit organizations, as well as the firms that provide services to these organizations. In-Person
Oct. 20–22, 2019 | Conference | San Diego, Calif.
International Conference offers practical insight and networking for public relations professionals of all career levels, sectors, work environments and industries. Demonstrating value with actionable best practices is what drives the PRSA community and is the focus of this annual event. In-Person
Oct. 30–Dec. 11, 2019 | Live Online Course
Categories: Communication Strategy, Crisis & Reputation, Emerging Trends, Ethics, Executive Level, Leadership & Management, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics
Effective crisis communication can help organizations maintain trust, inspire consumer confidence and build competitive advantage. As recent poorly handled crises in business, government and nonprofits show how ineffective crisis communication can set an organization back significantly. To provide more education and understanding surrounding crisis communication, PRSA has re-developed the Crisis Communication Certificate Program. Designed as a certificate of completion program, the Crisis Communication Certificate Program will equip management-level communicators with best practices in industry perspectives by sharing resources and ideas and working through various crises. Helio Fred Garcia;
Nov. 7, 2019 | Webinar, On-Demand Available Nov. 14
Categories: Techniques & Tactics, Writing
Included with PRSA Membership.
The secret to reaching readers is to position your messages in your audience’s best interests. (Most communicators position their messages in their organization’s best interests. Which is fine, as long as you’re talking to yourself.) Move readers to act with a four-step process for giving people what they really want. Ann Wylie; Live Online
Presented by PRSA and Wylie Communications
Nov. 13–14, 2019 | Workshop | New Orleans, La.
Category: Writing
Ann Wylie; In-Person
Nov. 20–22, 2019 | Workshop | New Albany, Ohio
Category: Accreditation Preparation & Maintenance
This course is designed to provide a setting for busy professionals to focus on final preparations. We strongly recommend that candidates complete previous preparations through their local chapter, on their own or by taking the APR Online Course. (This is not a seminar for those beginning their APR journey.) Susan Bowers Fortner, APR; Jason S. Kirsch, APR; Sean Connolly, APR; In-Person
Nov. 20, 2019 | Webinar, On-Demand Available Nov. 27
Categories: Techniques & Tactics, Writing
Included with PRSA Membership.
Anything you write will read faster and be more compelling after this webinar. Whether it goes directly to your audience or to media gatekeepers, your work will get more engagement after you apply Michael Smart’s tips for tightening it up and adding flair. This webinar will take you through real-world examples of every point. Michael Smart; Live Online
Dec. 5–6, 2019 | Conference | Scottsdale, Ariz.
Categories: Techniques & Tactics, Emerging Trends
The PRSA Marketing and Digital Communications Conference will help communicators understand and gain knowledge in the areas of digital and traditional marketing that intersect with communications practices. Communicators will learn from experts in the field of digital and traditional marketing to help build a stronger foundation in components of marketing that consistently overlap with communications. In-Person
The Corporate Social Responsibility Edition
Case in Point Replay
Categories: Branding, Communication Strategy, Leadership & Management, Techniques & Tactics

Corporate social responsibility (CSR) isn’t just a nice thing to do — it’s a business imperative. Setting and implementing initiatives is a good start, but developing sustainable branded CSR initiatives that demonstrate a measurable return on investment that aligns with business objectives is the goal.

Jon Sullivan; Laura Kane;
The Reputation Edition
Case in Point Replay
Categories: Crisis & Reputation, Social Media

PayPal is flipping the funnel and using its owned media to engage others in a conversation about their core values and brand. When PayPal spun off from eBay in 2015, it rebranded itself and redefined its corporate values. Realizing the value of driving the narrative, PayPal became its own media company, creating innovative programs and campaigns to engage global audiences. How is PayPal able to generate millions of viewers to its owned programming? Join us for this special Case in Point focused on Reputation.

Amanda Coffee;
On-Demand Webinar
Categories: Communication Strategy, Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
Whether you’re a beginning presenter, occasional PowerPoint user or advanced public speaker, you’ll come away with valuable tips to take make your next presentation a resounding success. Rob Biesenbach; On-Demand
On-Demand Webinar
Categories: Emerging Trends, Techniques & Tactics
Included with PRSA Membership.
As PR pros, we have to live and breathe new and emerging technologies so we can always be “cutting edge” and “outside the box.” But DANG is there a lot to follow and keep track of. This webinar will break down the latest and greatest tech tools for media monitoring, digital media, project management, pitching and more, while also sharing some old favorites that have stood the test of tech time to make your life easier (and your campaigns more effective). Kate Snyder, APR; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
Your communications team is a master of their domain. However, you need them to go beyond being great communicators — you need dynamic employees trained to look around corners, consider holistic enterprise goals and keep an eye on the bigger picture. In short, you need them to think like a CEO. Bill Coletti; On-Demand
On-Demand Webinar
Categories: Branding, Communication Strategy
Included with PRSA Membership.
In this webinar, you will learn from marketing communications expert Stephen Dupont, APR, who has helped shape, build and refresh numerous B2C, B2B and nonprofit brands throughout the course of his career – from start-up medical device brands to B2b manufacturers to professional services. Stephen Dupont, APR; On-Demand
On-Demand Webinar
Categories: Branding, Leadership & Management, Social Media
Included with PRSA Membership.
This webinar will outline how brands can address social justice issues in a way that is in alignment with their values and business. Whitney Dailey; On-Demand
5 Tips for Developing Stronger Communication with Employees
On-Demand Webinar
Categories: Communication Strategy, Leadership & Management
Included with PRSA Membership.
This webinar as we explore five ideas for developing your professional communication delivery with employees. Suzanne Updegraff; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
It’s never been harder, yet more critical, to get and keep the attention of your workforce. In this webinar, we’ll explore why making great content matters, changes you can make tomorrow and how you can ultimately compete with cat videos! Christopher Hannegan; On-Demand
New Professionals Section
Learn What Employers are Really Looking for When Building their Communication Teams
On-Demand Section Webinar
Categories: Communication Strategy, Techniques & Tactics
Included with PRSA Membership.
Join PRSA’s New Professionals Section as they host three industry professionals with extensive knowledge on how to build successful PR and communications teams and what hiring managers have in mind when crafting and filling positions. In addition to helpful advice on applying for and landing the job of your dreams, our speakers will provide valuable insight on what New Pros can do now to set themselves up for career success. Regina Luttrell, Ph.D.; Jenn Saldarelli; Laura Gross; Robyn Rudish-Laning; On-Demand
On-Demand Sponsored Webinar
Categories: Branding, Techniques & Tactics
Included with PRSA Membership.
Designed for those who work in higher education, this fun and energetic webinar will share examples of how universities are creating unique and engaging events centered around record breaking experiences. Examples include the Most sandwiches made in an hour by Temple University (and donating them to nearby homeless shelters) and the Most backpacks stuffed with school supplies in one hour by Brown University. The result creates memories that last a lifetime and drives earned media, generates community goodwill, and engages student and alumni. Keith Green, APR; On-Demand
On-Demand Webinar
Categories: Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
This webinar is ideal for closing the year and starting fresh on quality initiatives. It is easy to continue performing in the same way year after year. We will discuss how learning the three primary tools for upgrading the quality of your conversations, your projects and your engagement will prepare you for 2019. Suzanne Updegraff; On-Demand
Everyday Expectations
On-Demand Webinar
Category: Leadership & Management
Included with PRSA Membership.
Join us for this lively webinar as we discuss the challenges that we face each day as professional communicators. Panelists representing corporate, agency and association clients will offer insights gained on the front lines of public relations practice. Kirk Hazlett, APR, Fellow PRSA; Emmanuel Tchividjian; Jennifer Ortiz; Marlene Neill, Ph.D., APR; On-Demand
Educators Academy
Identifying Gaps Between PR Curriculum and Practitioner Expectations of Entry-Level Professionals
On-Demand Section Webinar
Categories: Ethics, Techniques & Tactics, Writing
Included with PRSA Membership.
This webinar details the undergraduate curriculum recommendations arising from longitudinal research between public relations educators and practitioners. Kathleen L. Lewton, APR, Fellow PRSA; Denise P. Ferguson, Ph.D., APR; Marlene Neill, Ph.D., APR; Melissa Dodd, Ph.D., APR; On-Demand
Health Academy
On-Demand Section Webinar
Categories: Emerging Trends, Techniques & Tactics
Included with PRSA Membership.
Gen Z makes up approximately 26% of the population, surpassing Millennials in size. The Gen Z population is growing in age, but their behaviors and consumption patterns are already inspiring new trends in the marketplace and disrupting how communication is created, shared, and received. This webinar will discuss trends, and innovative ways to engage this audience. Rachel Tyree, MPH; Renee Fraser, Ph.D.; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Media Relations, Social Media
Included with PRSA Membership.
Get More Media Coverage: Quick Changes to Outreach that Yield Big Results Michael Smart; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Social Media, Techniques & Tactics
Included with PRSA Membership.
Curiosity also plays an integral role in elevating your career. Savvy PR professionals tap their innate curiosity and apply it to listening, attention and relationships. Connecting the dots between curiosity, attention and business outcomes can significantly improve all aspects of relationships with leaders, stakeholders, clients, journalists, sales and marketing colleagues, and more. Susan Young; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Measurement & ROI
Included with PRSA Membership.
The Global Capability Framework launched in April 2018 is now the international benchmark for measuring personal and team capability. How do you and your team measure up? Anne Gregory,Ph.D; Katerina Tsetsura, Ph.D.; On-Demand
On-Demand Webinar
Categories: Media Relations, Social Media, Techniques & Tactics
Included with PRSA Membership.
This webinar is designed for the public relations professional seeking to improve their media relations skills. Matthew Charles, DPA, APR; On-Demand
On-Demand Sponsored Webinar
Category: Communication Strategy
Included with PRSA Membership.
91% of us pick up our smartphones to search for info when we're in the middle of something else. And the content we discover is an opportunity for marketing and PR. This interactive session will show you how to create PR stories that reach audiences during moments of intent. Google calls these, 'I want to know, I want to go, I want to do, I want to buy' moments. And they're not alone. A study by Twitter and Facebook reported we consume content more quickly on mobile devices and underscores the importance of catching people in the moment. PR has always been about discovery, but our primary source was media. And now micro-moments have the potential to transform the way we find news and information. In this interactive and informative webinar, Martin Waxman explores micro-moments and a mobile-first approach content. He explains why we need to look at the world from our audience's perspective and how to create the kind of multimedia content that helps, engages and inspires people in the moment. Martin Waxman, MCM, APR; On-Demand
On-Demand Webinar
Categories: Measurement & ROI, Techniques & Tactics
Included with PRSA Membership.
Join us for this webinar to learn the importance of data visualization and gain valuable tips to improve the delivery of data and analysis in your presentations to impact how you are perceived. Cyndi W. Greenglass; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Crisis & Reputation, Techniques & Tactics
Included with PRSA Membership.
How can a lost password somewhere in Siberia cause you a PR headache in the U.S.? Why is every manager terrified of the Ides of March in China? And can you picture a situation in which you as a crisis communicator write the words “have a truck full of money ready”? These true stories will open your eyes to how an issue far away can ignite into an international PR crisis — and offer ideas for how to extinguish it. Asen Geshakov,MA; On-Demand
On-Demand Webinar
Categories: Social Media, Techniques & Tactics
Included with PRSA Membership.
In a world where consensus can be hard to find, there is near universal agreement in the power of online video and podcasting as emerging communication tools. “Public Relations and Multimedia: Five Steps for Success Anyone Can Do Right Now” will take a fast paced deep dive into development of audio and video content from concept to creation. Dan Farkas,MBA; On-Demand
On-Demand Webinar
Category: Branding
Included with PRSA Membership.
Increasingly, brands are moving away from concentrating purely on the price, features, and quality of their products and services in marketing campaigns. Instead, they are beginning to focus on less tangible areas such as values and beliefs. Why is this shift taking place and what is driving it? For brands who make this move; does it reap only benefits, or are there also hidden pitfalls? Emma Monks; On-Demand
Travel & Tourism Section
On-Demand Section Webinar
Categories: Communication Strategy, Social Media
Included with PRSA Membership.
Influencers are playing an increasingly important role in successful communications programs. This tactical webinar will focus on how to build a measurable program, source and evaluate the right influencers, and create tracking and reporting for each campaign. Kristen Bonilla; Megan Brown; Angie Pappas; Rachel Peavy; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Executive Level, Leadership & Management
Included with PRSA Membership.
Business strategies are challenging messages to communicate, especially with large, diverse and globally dispersed teams. For Dell’s product and supply chain business, the Strategy Cascade connects leaders and teams to the business strategy by way of authentic conversations — not campaigns, presentations or talking points. Leaders and teams have an opportunity to talk about the strategy in small groups so that it resonates with their day-to-day responsibilities, holds meaning over time and elicits action. Michelle Mosmeyer; Diana Petrovich; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Leadership & Management, Measurement & ROI, Techniques & Tactics
Included with PRSA Membership.
Learn the foolproof framework for making sure you are going in the right direction, telling the right stories and analyzing the right data to achieve relevance and business impact now and forever. By beginning with measurement, we can reverse engineer our way to winning communications strategies that will earn us more recognition, respect and resources. Felicia Joy, APR; On-Demand
On-Demand Webinar
Categories: Executive Level, Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
Now is the time to rethink “business as usual,” ask tough questions and make tough decisions and tough compromises. This session will offer a world exclusive on “Built to Suck: The Inevitable Demise of the Corporation… and How to Save It?” Joseph Jaffe; On-Demand
Financial Communications Section
On-Demand Section Webinar
Categories: Branding, Techniques & Tactics
Included with PRSA Membership.
If your team is looking for innovative ways to differentiate your brand, then this webinar is for you. We hope you can join Ben Joergens, VP, Financial Empowerment Director for Old National Bank where he will share his company's journey in developing a financial education roadmap that is making a difference in the communities that Old National serves. Katie Bender; Ben Joergens; On-Demand
On-Demand Webinar
Category: Leadership & Management
Included with PRSA Membership.
This Webinar will focus on the subject of talent. We will discuss innovative ways to address those areas where you do not believe that your talent is matching the needs of the organization. We will create a plan for focusing on talent initiatives that can enhance your career and add value to your organization. Suzanne Updegraff; On-Demand
(to Generate More Public Relations and Marketing Buzz)
On-Demand Webinar
Categories: Communication Strategy, Techniques & Tactics
Included with PRSA Membership.
Turn On Your Idea Machine (to Generate More Public Relations and Marketing Buzz) will help you consistently generate not only more competitive marketing and communications ideas - but more relevant ideas. Stephen Dupont, APR; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Techniques & Tactics
Included with PRSA Membership.
With the rise and infiltration of voice assistants into our daily lives, what does this mean for PR and communicators’ content strategies? Aileen Izquierdo; Heather Radi-Bermudez; Hugo Ottolenghi; On-Demand
On-Demand Webinar
Categories: Emerging Trends, Media Relations, Social Media, Techniques & Tactics
Included with PRSA Membership.
The credibility boost that comes from positive placements in trustworthy media is still unmatched by other forms of marketing. But today’s distracted and inundated journalists and influencers require a more sophisticated type of outreach. That’s why some PR pros are earning far more than their normal share of coverage, while the rest founder. Michael Smart; On-Demand

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