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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

Presenters

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

Photo of Stacey Smith, APR, Fellow PRSA Stacey Smith, APR, Fellow PRSA, is a partner at Jackson Jackson & Wagner. She has served as an instructor in public relations at New England College and at Antioch New England Graduate School. She is a member of the IPRRC Advisory Board, 2014, as well as the PRSA Educators Academy and PRSA Employee Communications Section.


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.