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Techniques & Tactics: Public Relations Training

Programs offer how-to’s that will help you keep up with the latest communications and public relations resources and best practices. Learn how to implement tactics that will make your strategies succeed.

A Playbook for Earning Positive Coverage
On-Demand Online Course
Category: Techniques & Tactics
Most PR pros send pitches that are destined to fail. If your pitch arrives like everyone else’s, it’ll be treated like everyone else’s — it’ll be ignored. In this course, you’ll see how to craft a pitch that gets noticed and gain tools to become a master of the cold email pitch. Discover skills that go beyond the reach of an average PR pro. Effectively measure what you do so your client/employer knows what they’re getting from your efforts. 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
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;
June 9, 2020 | Virtual Workshop
Categories: Communication Strategy, Techniques & Tactics
Leading marketing expert Michael Brenner will discuss the seven key factors to content marketing success, and outline a road map that any business can follow to reach, engage and convert new buyers. Michael Brenner;
June 9, 2020 | Webinar, On-Demand Available June 16
Categories: Emerging Trends, Techniques & Tactics
Included with PRSA Membership.
As public relations becomes more integrated, we’re constantly striving to infuse creativity and innovation into our strategies and tactics. But as an industry rife with Type As, it can be hard to keep content clever, break out of our routines and generate new ideas daily. These nine brainstorming techniques will help you come up with new ideas individually and lead communications and non-communications teams alike in developing engaging and effective solutions. Kate Snyder, APR; Live Online
July 7, 2020 | Webinar, On-Demand Available July 14 through July 28
Categories: Communication Strategy, Techniques & Tactics, Writing
Included with PRSA Membership.
In this webinar, you’ll learn how to use your display copy — headlines, decks and subheads, for instance — to pull readers into your copy, make your piece more inviting and even communicate to flippers and skimmers. Ann Wylie; Live Online
July 14, 2020 | Workshop | Denver, Colo.
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. Steven Norris; Edward Brice Zimmerman; In-Person
July 23, 2020 | Webinar, On-Demand Available July 30
Categories: Social Media, Techniques & Tactics
Included with PRSA Membership.
Video content has quickly become a nonnegotiable for any brand — but it’s not without its challenges. This webinar will teach you not only how to create great video content with your smartphones but how to launch a video strategy — on any budget. Chad Lakin C/O Shootsta; Kelly D. Guenther; Live Online
July 28, 2020 | Webinar, On-Demand Available Aug. 7
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; Live Online
July 30, 2020 | Virtual Workshop
Categories: Communication Strategy, Crisis & Reputation, Techniques & Tactics
In today's world, reputations that took a lifetime to build can be gone in an instant - so learning how to successfully build, manage, defend and grow your organization's reputation is a critical function of any communicator's role. Paul G. Omodt, APR, ABC, MBC;
Aug. 13, 2020 | Webinar, On-Demand Available Aug. 20
Categories: Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
Some say that effectively leading — your teams, your organization and yourself — is the most important thing you can do to achieve and surpass your goals as an agency owner. In this webinar, you’ll hear the 10 things you must start doing now to improve your performance as a leader and, in doing so, improve the performance of your agency as well as achieve and surpass your goals. Ken Jacobs; 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
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. 8, 2020 | Webinar, On-Demand Available Dec. 15
Categories: Emerging Trends, Measurement & ROI, Techniques & Tactics
Included with PRSA Membership.
In this webinar, participants will learn how to best sell PR results in the competitive digital marketing space in 2020. Stella Bayles; Live Online
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: 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
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
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; 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
On-Demand Webinar
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; On-Demand
On-Demand Webinar
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; On-Demand
On-Demand Webinar
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; 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
On-Demand Webinar
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; 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
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
COVID-19 Conversations
On-Demand Webinar
Category: Techniques & Tactics
Included with PRSA Membership.
The conversation will center around how the coronavirus pandemic has impacted both the type of content public relations educators are teaching their students and how they are helping their students navigate these uncertain times. The panelists will also discuss how COVID-19 has changed the type of information colleges are communicating to both current and prospective students. On-Demand
The Legal Edition
June 25, 2020 | Case in Point
Categories: Social Media, Techniques & Tactics
This interactive Case in Point shall demystify copyright law in the digital space and provide best practices for the use of third-party content. Rom Bar-Nissim; 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

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