PR Boot Camp
Sunday Pre-Conference Seminars
Sunday, Oct. 14, 8 a.m.–noon
Room: Salons 1 - 2
Note: Prior registration required.
As the newspaper industry has taken a major hit due to declining advertising revenue caused by the recession, many journalists are changing career paths and channeling their talents and experience into the public relations profession. The symbiosis between public relations and journalism is longstanding, so for many, it is a natural transition. This boot camp, led by Robin Schell, APR, Fellow PRSA, will equip you with the knowledge and information you need to build your new career in the public relations industry, whether you are a reporter, recent graduate or transitioning professional.
In this half-day interactive session, you will receive:
- An introduction to public relations and the role of the practitioner.
- An overview of behavioral public relations theories, such as the Diffusion Process, Behavioral Model and Model of a Successful Organization.
- A discussion of qualitative and quantitative research techniques, with a look at how organizations are using research for planning and evaluation purposes.
- An examination of external communication and relationship building, including relationships with media and opinion leaders.
- A crash course in issue anticipation and crisis communication.
- A hands-on look at the strategic planning process.
Instructor
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.