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, 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.

This professional development offering is designed as an on-demand, certificate of completion program and 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.
On-Demand
On-Demand 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.

You’ve heard that content is king, but how do you effectively use it across the web? It’s important to set clear objectives for the framework in order to achieve your business’s strategic digital goals. In this module, participants will learn how to develop a successful content strategy and maximize each piece for websites, social media, video platforms, and blogs.
On-Demand
On-Demand 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.

You can’t effectively deliver your message to your prospects without knowing who they are. You need personas—composite sketches of important segments of your audience. This module will explore best practices you can use to build relevant personas for your organization – and learn how to craft messaging to which they’ll be most receptive.
On-Demand
On-Demand 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.

Stories sell. They make your key messages memorable. Communication professionals have more platforms and formats than ever before to tell their stories. In this module, participants will discover the components of a great story, and how you can leverage the web to amplify it.
On-Demand
On-Demand 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.

Google’s algorithm uses hundreds of factors and changes its formula more than once per day. In this module, participants will learn best practices in driving more organic traffic to their website, and how to navigate the ever-changing world of search engine metrics.
On-Demand
On-Demand 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.

It’s one thing to talk about innovation but another to truly build it into your communication efforts’ DNA. Participants will learn how to apply new technologies to their business strategy, as well as how to create a culture of innovation and build experimentation into your process.
On-Demand
On-Demand 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.

As Peter Drucker said, “If you can’t measure it, you can’t improve it.” How do you determine which metrics truly matter and how do you benchmark against them? In this module participants will discover how to incorporate analysis into your communication efforts to create a process of continual improvement.
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: IMC- Integrated Marketing Communications, 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 an on-demand 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.
On-Demand
On-Demand Online Course
Categories: IMC- Integrated Marketing Communications, 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.

In this module, participants will gain a true understanding of the concepts of integrated marketing communications, including common misconceptions about the practice. Participants will learn why IMC is a much more powerful communications method than traditional outreach methods and hear examples of successful IMC project results.
On-Demand
On-Demand Online Course
Categories: IMC- Integrated Marketing Communications, 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.

In this module, participants will learn best practices for personas to accelerate communications efforts. Participants will receive an overview of ways to rapidly develop and implement personas for daily communications routine and key behaviors to identify and incorporate into outreach efforts.
On-Demand
On-Demand Online Course
Categories: IMC- Integrated Marketing Communications, 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.

In this module, participants will gain an understanding of how behavior can be understood and influenced, and how to apply that information to today’s communications campaigns. Additionally, participants will learn about behavior basics and why communicators are turning to persona-based audience definition and hear takeaways from viral IMC campaigns with behavior-based strategies.
On-Demand
On-Demand Online Course
Categories: IMC- Integrated Marketing Communications, 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.

In this module, participants will receive an understanding of search engine optimization technique basics and how SEO can be effectively used to boost earned media results, from optimizing press releases to creating owned media that will get exposure in search engine news results. In addition, the instructors will demonstrate how SEO plays an ever-growing role in the world of communications.
On-Demand
On-Demand Online Course
Categories: IMC- Integrated Marketing Communications, 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.

In this module, participants will learn about ways to build synergy between content, social media, and other messaging channels to boost individual and overall results. Concepts like message alignment, timing, and familiarity across channels will be covered as well as the importance of understanding specific audience behaviors as they relate to curating and absorbing information.
On-Demand
On-Demand Online Course
Categories: IMC- Integrated Marketing Communications, 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.

In this module, participants will learn integrated measurement practices that take into account new goals for attribution models and conversion tactics. The focus of this module will be understanding how to measure and report the ROI of communications campaigns in today’s integrated world.
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: IMC- Integrated Marketing Communications, 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;
Behavioral Strategic Planning
Aug. 4–Sept. 8, 2021 | Live Online Course
Categories: Communication Strategy, Measurement & ROI, Techniques & Tactics
This professional development offering will equip management-level communicators with the knowledge of how to build a strategic, behavioral public outreach plan that will move the needle on stakeholder action, not just opinions, to achieve more effective public relationship outcomes. Stacey Smith, APR, Fellow PRSA;
Aug. 12, 2021 | Webinar, On-Demand Available Aug. 19
Categories: Branding, Diversity & Inclusion, Emerging Trends, Social Media, Techniques & Tactics
Included with PRSA Membership.
In this one-hour webinar, public relations pro Stephen Dupont, APR, vice president of public relations and branded content, Pocket Hercules, shares his insights about what’s around the corner for PR and communications professionals in 2022 as well as the years ahead. Stephen Dupont, APR; Live Online
Supercharge Your PR Writing for Better Results
Aug. 19, 2021 | Webinar, On-Demand Available Aug. 26
Categories: Social Media, Techniques & Tactics, Writing
Included with PRSA Membership.
Participate in this webinar to sharpen the core writing skills required for social media posts, news releases, blog posts, speeches, media pitches and any other PR document. Michael Smart; Live Online
Sept. 2, 2021 | Webinar, On-Demand Available Sept. 9
Categories: Branding, Emerging Trends, Media Relations, Techniques & Tactics
Included with PRSA Membership.
Join this PRSA webinar to hear best practices for keeping up with the ever-changing news cycle and demand for content. Lisa Arledge Powell; Live Online
Sept. 14–21, 2021 | Virtual Workshop
Categories: Communication Strategy, Measurement & ROI, Techniques & Tactics
This six-hour virtual workshop examines measurement and evaluation, from research to impact, and includes a review of the tools and applications needed. It consists of hands-on activities that will assist participants in formulating a structure for their own plan with the help of an instructor and panel discussions. Throughout the sessions they will identify best practices of different teams as well as assess lessons learned. Johna Burke;
Oct. 7, 2021 | Webinar, On-Demand Available Oct. 14
Categories: Social Media, Techniques & Tactics
Included with PRSA Membership.
Intellectual property law can appear mystifying to the very people it is intended to protect: you. The ability to identify intellectual property issues and navigate the balance between freedom of speech and those rights can be daunting and intimidating – particularly in the digital space. The goal of this webinar is to provide participants with an understanding of the basics Trademark, Copyright and Right of Publicity law (sometimes known as misappropriation of name and likeness). Rom Bar-Nissim; Live Online
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
On-Demand Webinar
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. Kelly D. Guenther; On-Demand
On-Demand Webinar
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; On-Demand
On-Demand Webinar
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; On-Demand
On-Demand Webinar
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; On-Demand
Essential Tools & Techniques in an Age of Ongoing Disruption
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Techniques & Tactics
Included with PRSA Membership.
If there’s one thing we’ve learned this year, it’s that “virtual” is not going away anytime soon. Even when we return to “normal,” it will still be an important part of how we deliver presentations and conduct meetings. This engaging program will arm you with strategies for combating Zoom fatigue and overcoming the distractions and disruptions that we and our audiences face in the WFH world. Rob Biesenbach; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Crisis & Reputation, Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
Generations of communications professionals have been taught to tackle the downside risks of crisis, but few understand how to reconfigure and harness ever-growing challenges for short- and long-term gain. Known for his disruptive and pace-setting public relations practices, Mike McDougall, APR, Fellow PRSA, will help webinar participants see the hidden organizational upside that crises unlock while employing tips to avoid individual and team burnout. Mike McDougall, APR, Fellow PRSA; On-Demand
On-Demand Webinar
Categories: Crisis & Reputation, Ethics, Leadership & Management, Techniques & Tactics
Included with PRSA Membership.
During this webinar, two longtime agency executives will have a frank discussion (without naming names) about situations they’ve experienced with clients who, despite their counselors’ best advice, made a tough situation worse with bad behavior. They’ll share what went wrong, what could have been done to prevent things from going poorly and how they helped repair client reputations while protecting their own reputations. Jo Ann S. LeSage Nelson, APR, Fellow PRSA; Ronele M. Dotson, APR, Fellow PRSA; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Emerging Trends, Media Relations, Techniques & Tactics
Included with PRSA Membership.
Michael Smart, popular PR trainer and coach, studies recent successful media outreach campaigns and shares what makes them work. Examples span all industries and organization sizes. Michael Smart; On-Demand
On-Demand Webinar
Category: Techniques & Tactics
Included with PRSA Membership.
Join this session to expand your job search efforts beyond just applying online, and learn a new approach to helping others help you make great career move. Angee L. Linsey; On-Demand
On-Demand Webinar
Categories: Emerging Trends, Social Media, Techniques & Tactics
Included with PRSA Membership.
This webinar will look at some easy ways for content creators at all levels to step up their video game and maximize reach on social media and beyond in 2021 — everything from framing, lighting and adding text to which platforms to utilize and considerations on video length. Steven Norris; Edward Brice Zimmerman; On-Demand
On-Demand Webinar
Categories: Communication Strategy, Diversity & Inclusion, Techniques & Tactics
Included with PRSA Membership.
This webinar focuses on how to incorporate appropriate language and imagery with a human lens in public relations campaigns. Strategy and tactical inclusion tips covered during the webinar are centered on person-first, multicultural, LGBTQ+ and economically disenfranchised communities. Natalia Flores, APR; Nathalie Santa Maria, APR; Loán Lake; Matthew French; On-Demand
On-Demand Case in Point Bundle
Categories: Communication Strategy, Emerging Trends, Techniques & Tactics
In this Case In Point, we will be looking at the use of AI for the analysis of human communications — how can communicators best use the technology in their job, and what are the pitfalls to avoid? Eric Koefoot; On-Demand
The AP’s 10 Classic Style Rules and 10 Updates You Shouldn’t Miss This Year
On-Demand Webinar
Categories: Techniques & Tactics, Writing
Included with PRSA Membership.
In this 60-minute webinar, Colleen Newvine, product manager for the AP Stylebook, will take you through the essential writing rules for PR professionals. Colleen Newvine; On-Demand
On-Demand Webinar
Category: Techniques & Tactics
Included with PRSA Membership.
Join a discussion on how to take guilt-free vacations that will help attendees come back with renewed energy to tackle their jobs. On-Demand