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Communication Strategy: Public Relations Training

Courses cover key concepts and techniques of effective public relations, including strategic thinking, proactive planning and improved relationship building. Subtopics include audience identification, campaign development, message development and integrated communications.

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
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
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
Oct. 31–Dec. 12, 2018 | Live Online Course
Categories: Communication Strategy, Measurement & ROI
PRSA’s new Content Marketing Certificate Program is designed to teach and empower you to develop content strategies and tactics that deliver quantifiable business outcomes. Designed as a certificate of completion course, the Content Marketing Certificate Program will enable you to transition from a traditional communication pro to a Content Marketing rock star and learn how to create a Content Marketing plan to strategically align with business goals. Lisa Arledge Powell;
May 22–June 26, 2019 | Live Online Course
Categories: Communication Strategy, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics
The Digital Communication Certificate Program concentrates on an advanced technical landscape for digital communicators working within branding, social media and content strategy to leverage a variety of digital tools through evolving channels and platforms geared to appeal to different audiences. The Digital Communication Certificate Program will equip management-level communicators with best practices within digital content strategy, personas, digital storytelling, writing for SEO and the web, digital innovation and the measurement of digital communication. Justin Seibert;
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;
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;
April 2, 2020 | 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 9, 2020 | 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 16, 2020 | 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 23, 2020 | 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.
April 30, 2020 | 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 7, 2020 | 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.
Aug. 20–Sept. 24, 2020 | Live Online Course
Categories: Communication Strategy, Executive Level, Leadership & Management
Whether you’re a member of the senior team or a PR leader who counsels senior leaders, you can build your leadership communication skills with this certification program. Blythe Campbell, APR;
Aug. 20, 2020 | Webinar, On-Demand Available Aug. 27
Categories: Communication Strategy, Media Relations, Social Media
Included with PRSA Membership.
Michael Smart, popular PR trainer and coach, studied successful campaigns that integrated “owned” content with “earned” media. In this webinar, he reveals the takeaways that were keys to success. Michael Smart; Live Online
Sept. 15, 2020 | Webinar, On-Demand Available Sept. 22 through Oct. 6
Categories: Communication Strategy, Techniques & Tactics, Writing
Included with PRSA Membership.
More than half of your audience members now receive your emails, visit your web pages and engage with your social media channels via their mobile devices, not their laptops. In this environment, how do we reach readers online? Join us for this mobile web-writing webinar to learn how. Ann Wylie; Live Online
Win Hearts, Change Minds, Get Results
Nov. 10–17, 2020 | Virtual Workshop
Categories: Branding, Communication Strategy, Techniques & Tactics, Writing
Cut through the noise to clarify and simplify the storytelling process. You'll walk away with practical tools and easy-to-follow processes to create and tell more powerful stories on behalf of your organizations, brands, clients and yourself. Shape and deliver powerful stories that win hearts and change minds. Rob Biesenbach;
Nov. 12, 2020 | Webinar, On-Demand Available Nov. 19
Categories: Communication Strategy, Leadership & Management
Included with PRSA Membership.
Increasingly, people are coming out as lesbian, gay, bisexual, transgender or queer (LGBTQ), and when portrayed in the media, want to see their stories reflected in a fair and accurate way; Latinx people are the subject of news stories daily and have similar concerns. In this webinar, PR and communications professionals will hear more about these communities and issues as they learn concrete steps to incorporate inclusiveness in critical business functions of their work and improve their own career competencies. Jaron M. Terry, APR, Fellow PRSA; Monica Trasandes; Live Online
Key Concepts and Techniques of Effective Public Relations
Nov. 18–19, 2020 | Workshop | San Francisco, Calif.
Category: Communication Strategy
Gain a clear understanding of public relations and communications concepts and techniques through lectures, case study presentations, discussions and group exercises. Examine the theory and practice of major issues facing the profession. Robin Schell, APR, Fellow PRSA; In-Person
Nov. 19, 2020 | Webinar, On-Demand Available Nov. 26
Categories: Communication Strategy, Techniques & Tactics, Writing
Included with PRSA Membership.
Break out of the rut we all fall into when we write about the same thing, the same way. Your prose will jump off the page after this training on writing more succinctly and with greater flair. Michael Smart; Live Online
Dec. 10, 2020 | Webinar, On-Demand Available Dec. 17
Categories: Communication Strategy, Leadership & Management
Included with PRSA Membership.
Join us for this webinar as we explore 5 specific ways to find and tap into real-world stories that resonate and stick with employee audiences while simultaneously building desired organizational cultures. Monique Farmer, APR; Live Online
On-Demand Webinar
Categories: Communication Strategy, Crisis & Reputation, Social Media
Included with PRSA Membership.
When an unimaginable tragedy strikes your community or your business, are you prepared to respond and endure the short- and long-term impacts? Hear directly from a panel of public relations experts detailing their response to the Orlando nightclub shooting. Heather Fagan; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Crisis & Reputation, Social Media
Included with PRSA Membership.
Mayo Clinic, a worldwide destination medical center with more than 40,000 employees, is in some ways connected to many of the socially significant events that occur around the world, whether it be a tragedy such as the shootings in Orlando, the death of a pop icon like Prince or a movement like Black Lives Matter. How does Mayo Clinic evaluate and respond to these events in a way that’s timely and reflective of the organization’s culture, purpose and priorities? Matthew John Kucharski, APR; 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
New Professionals Section
On-Demand Section Webinar
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; On-Demand
Educators Academy
Win-Wins in Internships, Student-Run Firms and Service Learning Projects
On-Demand Section Webinar
Categories: Communication Strategy, Techniques & Tactics, Writing
Included with PRSA Membership.
This webinar will discuss best practices and effective student-practitioner partnerships as well as research-based information about setting up everyone for success. Deborah Davis, Ed.D., APR, Fellow PRSA; Mary Ann Pearson, Ed.D., APR; C.L. Lopez; On-Demand
Association/Nonprofit Section
How To Grow Your Revenue Through Social Media Influencers
On-Demand Webinar
Categories: Branding, Communication Strategy, Techniques & Tactics
Included with PRSA Membership.
Influencer marketing demystified. In this webinar we will discuss how e-commerce brands and CPG companies can use influencer marketing to grow their revenue, brand awareness and more. Jennifer Li Chiang; On-Demand
How to leave behind your frazzled, harried work life without ticking off co-workers, clients and bosses.
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
Michael Smart has consulted for everyone from Fortune 20 companies to mid-sized PR agencies on how to get better communications results. Increasingly, the most urgent question his clients ask during his training sessions is: “How do I find the time I need to accomplish everything?” So he developed the first productivity and time management training specifically for PR pros. Hundreds have completed it successfully, and he’s now bringing it to PRSA. Michael Smart; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Techniques & Tactics
Included with PRSA Membership.
Entering a world where artificial intelligence and androids in the workplace are commonplace, and where our world struggles to feed, clothe and find work for 8.5 billion people in 2040 (more than a billion more than today), Alpha Generation may truly be the most pivotal generation in centuries. If you think you’ll be working as a public relations professional in 2030 or beyond, you should be at this webinar. Stephen Dupont, APR; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Techniques & Tactics
Included with PRSA Membership.
In this fast-paced, resource-packed webinar we will cover more than 20 proven (and many lesser-known but life-changing, low-cost or no-cost) tools that can add hours back into your week, and wow teammates and bosses with new reporting and design abilities. Elizabeth Edwards; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Social Media, Techniques & Tactics
Included with PRSA Membership.
“A Practical Guide to Multimedia Communication” webinar will break down those barriers to entry, using time-tested change management ideas to help any communicator make more of video and podcasting, regardless of budget. Dan Farkas,MBA; On-Demand
On-Demand Webinar
Categories: Branding, Communication Strategy, Emerging Trends, Techniques & Tactics
Included with PRSA Membership.
In this webinar, Katherine Morales, APR, Authentic Brand Strategist™ and founder of Inflection Point Communications, will share insights on these shifts as well as how we can utilize them to devise more resonate communications and strategies for the companies we represent. Katherine Morales, APR; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
Who likes conflict? Most people want to avoid it. This webinar will help you manage it by tapping into your emotional intelligence. M.J. Clark, APR, Fellow PRSA; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Crisis & Reputation, Leadership & Management
Included with PRSA Membership.
This webinar is on crisis communication best practices and their application to COVID-19. Helio Fred Garcia; On-Demand
3 Steps to Communicating Better During the Pandemic (or any crisis)
On-Demand Webinar
Categories: Communication Strategy, Techniques & Tactics, Writing
Included with PRSA Membership.
The key to writing during a crisis is to make messages clear, compassionate and confident. In this webinar, learn from Ann Wylie, PRSA’s national writing coach, how to write copy that is clear, compassionate and confident. Ann Wylie; On-Demand
The Creative Edition
On-Demand Case in Point Bundle
Categories: Communication Strategy, Emerging Trends, Social Media, Techniques & Tactics
In this interactive Case in Point, participants will learn how to apply invention at the beginning of the PR process and take away usable strategies and tactics for agencies and in-house. Adam Ritchie; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Crisis & Reputation, Techniques & Tactics
Included with PRSA Membership.
This webinar looks at the anatomy of issues and crisis communications, how they play out and how to handle them, but through the lens of taking the “panic” out of these situations, and in particular, addressing some of the ongoing lessons being learned during the time of global crisis being experienced as a result of the Covid-19 pandemic. Benjamin Thiele-Long; On-Demand
On-Demand Webinar
Categories: Branding, Communication Strategy, Social Media, Techniques & Tactics
Included with PRSA Membership.
Ever wonder how branding magnates like McDonald’s, Coca Cola and Starbucks became so successful? Want to learn how you can adopt some of their marketing/PR tactics and apply them to your own professional and personal success? Join us for this webinar! Here’s your chance. Shanita Akintonde, MBA; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Techniques & Tactics
Included with PRSA Membership.
This webinar will detail Gen Z’s media mix, inform how they want to be engaged and serve actionable insights and recommendations to effectively communication and collaborate with this cohort. Mark Beal; On-Demand
On-Demand Webinar
Categories: Branding, Communication Strategy
Included with PRSA Membership.
Why do some companies and brands survive disaster and crisis better than others? An often overlooked area of risk management is strategic communications and brand. While many organizations have a crisis management plan, not all build in strategic communications. Survival after tragedy starts with strong core values and a mission. Kimberly Lucille Kane; Sarah Fracek; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Leadership & Management
Included with PRSA Membership.
Employees are at the heart of so many of the issues companies face today – and their voices must be heard. In this session, Porter Novelli will unpack hot-off-the-presses data shining a light on the intersection of COVID-19 considerations, social justice and diversity, equity and inclusion (DE&I). Presenters will then examine case studies of employee engagement in this new era – highlighting how employees can feel involved as we all navigate to a new normal. Conroy Boxhill; Margaret-Ann Cole; On-Demand
On-Demand Webinar
Categories: Branding, Communication Strategy, Crisis & Reputation, Measurement & ROI
Included with PRSA Membership.
This webinar is designed to help the participants work the key groups across corporate communications, brand, social and digital groups, in order to design PR measurement frameworks that assess the cross-channel impact on corporate reputation. Lusine Kodagolian; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends
Included with PRSA Membership.
Join us for a webinar to discuss how organizations need to rethink what PR and marketing mean in the 2020s. Lisa Buyer; On-Demand
On-Demand Webinar
Categories: Branding, Communication Strategy, Measurement & ROI, Social Media, Techniques & Tactics
Included with PRSA Membership.
One of the most powerful ways to build long-term relationships with your stakeholders is through online communities. Learn how to effectively work with influencers and advocates for your brand to drive measurable results. Kami Huyse, APR; On-Demand
The Media Relations Edition
Aug. 25, 2020 | Case in Point
Categories: Branding, Communication Strategy, Emerging Trends, Media Relations, Social Media
Join a New York Times reporter, top communications executive and leading national PR agency for the release of a new survey about what journalists want in today’s new landscape. Judy Fortin; Anahad O’Connor; Lisa Arledge Powell; Live Online
The Brand Edition
Sept. 30, 2020 | Case in Point
Categories: Branding, Communication Strategy, Leadership & Management, Techniques & Tactics
In this interactive Case in Point, participants will learn how brand confusion can impact corporate reputation and business decisions in a case study from global business leader, LabCorp. In 2018 and 2019, LabCorp was named to Fortune’s List of World’s Most Admired Companies as well as earned the designation as a Best Place to Work for LGBTQ Equality by the Human Rights Campaign Foundation. Pattie Kushner; Live Online