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Driving Behavior and the Bottom Line: What Every Practitioner Needs to Know

Professional Development Workshop Set 2

Public relations practitioners spend significant time building awareness and influencing attitudes. Yet our organizations demand, and rightly so, to know how we contribute to the bottom line. If we choose to seek behavior change and plan around behavioral milestones, measurement — and our value — becomes much easier to define. This workshop will expose you to key social science theories that can help us move behaviors on behalf of our organization.

Session Materials


Stacey Smith, APR, Fellow PRSA, partner, Jackson Jackson & Wagner

Photo of Stacey Smith, APR, Fellow PRSA For more than 30 years, Smith has counseled organizations large and small, multinational Fortune 50 companies to small nonprofits, on how to motivate mutually supportive behaviors from their stakeholders. She is editor of Public Relations Practices, Managerial Case Studies and Problems, a leading case text in the field, with its 8th edition due for publication January 2013. Her biggest kicks come from helping organizations build stronger internal relationships so as to achieve greater overall success.

Robin Schell, APR, Fellow PRSA, senior counsel and partner, Jackson Jackson & Wagner

Photo of Robin Schell, APR, Fellow PRSA Robin Schell, APR, Fellow PRSA, is senior counsel and partner at Jackson Jackson & Wagner. She has more than 25 years of behavioral public relations practice. Her specialties include internal communication systems, constituency relations programs, strategic planning and research. She teaches PRSA’s “PR Bootcamp,” and is a contributing editor to “PR Practices: Managerial Case Studies and Problems.” She has served as an adjunct professor at the University of New Hampshire and University of South Carolina.