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All Public Relations Training by Category

Accreditation Preparation & Maintenance

Increase Your Chances of Being Advanced
On-Demand Webinar
Learn how to gain the experience you need in order to present a well-rounded body of work, as well as how to put your best foot forward and clearly communicate what you know to the Readiness Review panel.
Photo of Michael Tullier, APR
Featured Presenter:
The How-To of Accreditation
On-Demand Webinar
How do you start prepping? Learn what is expected, get organized, study the right materials and follow the right process — this is the best way to earn the APR credential.
Learn to Analyze Scenario-Based Questions to Increase Your Examination Success
On-Demand Webinar
Has it been a while since you’ve taken a multiple-choice exam? Increase your understanding of the multiple-choice environment, and participate in demonstration exercises.
Photo of Jason S. Kirsch, APR
Featured Presenter:
Prepare for Your +M Readiness Review
On-Demand Webinar
The Accreditation in Public Relations + Military Communication (APR+M) is an enhanced certification from the well-established Accreditation in Public Relations (APR). The APR+M signifies that an individual meets all APR qualifications, as well as possesses a rigorous knowledge surrounding military public affairs.
RPIE Readiness for the Examination for Accreditation in Public Relations
On-Demand Webinar
The four-step public relations process — Research, Planning, Implementation and Evaluation (RPIE) — makes up the largest portion of the APR computer-based Examination for Accreditation in Public Relations. Join fellow APR candidates for an overview of RPIE, and learn how to prepare for the Examination questions related to the process.
Using SWOT in the Decision-Making Process
On-Demand Webinar
A SWOT analysis is an effective tool for identifying a company’s current Strengths, Weaknesses, Opportunities and Threats, and helps strategists understand what could lead to or prohibit the achievement of a stated objective.
Essential Steps to Consider
On-Demand Webinar
Learn the steps you should consider when creating a PR plan, with a focus on pinpointing the desired behaviors of each target audience.
Photo of Robin Schell, APR, Fellow PRSA
Featured Presenter:
The ROI on the APR
On-Demand Webinar
This fast-paced webinar delivers insights from successful practitioners who give concrete examples of how the APR took their career to the next level, and how it continues to deliver value.
Photo of Michele Hujber, APR
Featured Presenter:
April 16–19, 2015 | Course | Richmond, Va.
Designed to provide a setting that will meet the needs of busy professionals, this four-day intensive helps to prepare and advance candidates though the Readiness Review™ and take the computer-based APR Examination.
From Blueprint to Publication
April 21, 2015 | Webinar, On-Demand Available April 28
In this webinar, you will learn the key components of the process for the computer-based Examination for Accreditation in Public Relations (APR), as well as receive the blueprint for the Examination.

Branding

Connect Relevance to Growth and Performance
On-Demand Webinar
Why do some people love one brand more than another when both stores sell the same stuff? It’s relevance. Learn how to develop a brand strategy that is relevant and appeals more strongly to your market.
Photo of Andrea Coville
Featured Presenter:
On-Demand Webinar
Build brands with public relations insights and strategies. Create a significant brand experience that will deepen emotion and drive engagement.
Photo of Grace Leong, APR
Featured Presenter:
Independent Practitioners Alliance
How Content Marketing Is Changing PR Storytelling
On-Demand Section Webinar
Companies are opting to hire in-house social media experts for brand development and evangelism. This puts PR pros in a unique position to lead the way in message and story development. In this session, you’ll receive insights and tips to help you expand and transform your storytelling into content marketing.
Featured Presenter:
Gina Milani
Public Affairs and Government Section
Best Practices for Communicators
On-Demand Section Webinar
Environmental performance has become a strategic business imperative for businesses of all types. In this session, you’ll gain best practices to help you avoid greenwashing, while at the same time, bolstering your organizations’ environmental credentials.
New Professionals Section
How Polarizing Scotch Brand, Laphroaig, Built a Social-Centric Global Campaign
On-Demand Section Webinar
Laphroaig’s “Opinions Welcome” is a perfect example of a global social campaign that started digitally, from ideation to execution, then branched out using the consumer as the brand megaphone. Discover which components to consider and why in developing a social global campaign.
Photo of Matt Day
Featured Presenter:

Communication Strategy

Connect Relevance to Growth and Performance
On-Demand Webinar
Why do some people love one brand more than another when both stores sell the same stuff? It’s relevance. Learn how to develop a brand strategy that is relevant and appeals more strongly to your market.
Photo of Andrea Coville
Featured Presenter:
Ensure Consistent and Continuous Improvement
On-Demand Webinar
One of the greatest challenges in our profession is proving the value of public relations. Learn the best approaches to guarantee that public relations is positively affecting an organization, and that it has the feedback required to improve performance over time.
Photo of Mark Weiner
Featured Presenter:
A Fun, Fearless Approach to Corporate Storytelling
On-Demand Webinar
Hear how you can bring consumer engagement to the forefront of digital corporate communications strategy by becoming a fun and fearless corporate storyteller, creating shared value, establishing open dialogue with consumers, and utilizing social syndication.
Featured Presenter:
How Brands Successfully Culture-Jack the Big Moments
On-Demand Webinar
Take advantage of national headlines with approaches to confidently loosen rigid planning processes and respond to risk-averse leadership.
Featured Presenter:
Inspiring Your Staff and Supporters to Love Your Brand
On-Demand Webinar
“The Passion Conversation” is about how to get people to fall passionately and madly in love with your organization or cause. Learn how loving your customers results in not just building a thriving community, but also driving meaningful conversations and ultimately impacting the financial success of a business
Photo of Geno Church
Featured Presenter:
Understanding the Basics
On-Demand Webinar
Integrated Marketing Communications (IMC) is an often-misunderstood practice within the marketing, media and advertising industries. IMC is a simple concept that ensures that all marketing tools are carefully integrated so that they work together for stronger results — and public relations professionals are usually at the apex of it all.
Photo of Bonnie Harris
Featured Presenter:
A Blueprint for Efficient Problem Solving
On-Demand Webinar
Learn how Compression Planning (CP) can take a diverse group from the idea to the outcome, as well as the items you need to create your own CP process. You’ll gain practical, hands-on experience to help you solve actual business problems.
Global Affairs Committee
Public Relations Writ Large
On-Demand Webinar
“Public diplomacy” can certainly be considered as one of the applications of the core principles of our profession to improving international harmony. Public diplomacy experts discuss how the profession can manifest its higher-calling principles by contributing to the building of a fully functional, harmonious global society.
Corporate Communications Section
The Role of Corporate Communications
On-Demand Webinar
As the number of communications platforms continues to grow, companies are becoming increasingly proficient in engaging with communities while developing and curating the type of content that fuels customer and brand loyalty. Learn how to activate a program, and how team members collaborate and relate.
Featured Presenter:
Association/Nonprofit Section
Leverage the Combined Power of Traditional and Social Media Outlets
On-Demand Section Webinar
Research has shown that nonprofit organizations that have taken time to develop a narrative around their missions and programs have seen positive results in terms of donations, volunteer recruitment and attracting new clients. Storytelling can easily be incorporated into traditional communication practices, as well as social media platforms.
Counselors Academy
Killer PR Case Studies From Agency Leaders
On-Demand Section Webinar
A panel of agency leaders has been assembled by the PRSA Counselors Academy to present award-winning case studies that showcase innovative PR campaigns. Learn firsthand how agencies push their clients outside the norm as a way to build campaigns that deliver results.
Learn the Discipline and Tools for Effective Message Development
On-Demand Webinar
Find the formula for creating compelling headlines, as well as explore a three-step process for developing stickier messages, memorable speeches, quotes and sound bites.
March 10–11, 2015 | Conference | Washington, D.C.
Attend the only annual training event for speechwriters and executive communicators. Newbie or veteran, you'll learn the latest techniques, find inspiration and rub shoulders with the best in the business.
Drive PR, Social Media and Marketing
March 12, 2015 | Webinar, On-Demand Available March 19
Far from overt company messaging or traditional advertising, content marketing builds brand awareness, loyalty and trust by asking what an audience’s needs are as consumers, and what they value as individuals. Learn how to identify content that will resonate with your audience, and drive engagement and interest in your company and products.
Featured Presenter:
Learn How to Implement Multi-Channel Strategies and Synchronize Tactics for Maximum Impact
March 17, 2015 | Webinar, On-Demand Available March 24
Achieving synergy in your IMC campaigns can be challenging; you must understand how to choose the best approach, the best messaging channels and the best combinations of tactics for maximum results. Learn how to select the best messaging channels for your objectives and synchronize linked tactics.
Photo of Bonnie Harris
Featured Presenter:
Health Academy
The Strategy Behind Public Health and Regulatory Activities
March 19, 2015 | Section Webinar, On-Demand Available March 26
In this session, you will review a series of case studies that illustrate how the FDA formulates its communications strategy, and how the agency employs a range of tools and approaches to reach various stakeholders.
Featured Presenter:
Kathleen Quinn
Key Concepts and Techniques of Effective Public Relations
April 8–9, 2015 | Course | San Francisco, Calif.
Gain a clear understanding of public relations and communications concepts and techniques through lectures, case study presentations, discussions and group exercises. Examine the theory and practice of major issues facing the profession.
Photo of Robin Schell, APR, Fellow PRSA
Featured Presenter:
Approaches for Improved Integration
April 23–24, 2015 | Conference | New York, N.Y.
The Strategic Collaboration Conference features actionable approaches to leveraging the strength of public relations, marketing, branding and advertising, while bridging internal silos to achieve more profound results.
Gaining and Maintaining Consent
April 28, 2015 | Webinar, On-Demand Available May 5
Because community decision-making is always values-driven, you have to build trust and confidence by addressing concerns and core values while avoiding fatal strategies that minimize, trivialize, ignore or belittle those values.
Planning Campaigns Across Multiple Platforms to Achieve Synergy and Success
June 18–19, 2015 | Course | New York, N.Y.
Evolving trends in marketing, media and advertising have created a need for communication campaigns that are synchronized across multiple platforms. Learn how to create an actionable Integrated Marketing Communications (IMC) strategy and how to implement that strategy for the strongest results possible.
Photo of Bonnie Harris
Featured Presenter:
Working Smarter in the Ever-Changing Communications Landscape
Sept. 18, 2015 | Course | Arlington, Va.
Thanks to the speed of the information age, business communicators in the second decade of the new millennium are grappling with having to function in a rapidly-changing landscape.
Photo of Shonali Burke, ABC
Featured Presenter:

Conferences

March 2–3, 2015 | Conference | Chicago, Ill.
Become the go-to visual communicator for your organization with the latest visual storytelling techniques. Also, find out the latest best practices from brands and organizations like Whole Foods, Cisco, Column Five and more.
March 10–11, 2015 | Conference | Washington, D.C.
Attend the only annual training event for speechwriters and executive communicators. Newbie or veteran, you'll learn the latest techniques, find inspiration and rub shoulders with the best in the business.
March 12, 2015 | Conference | Washington, D.C.
This dynamic event will offer the latest measurement strategies, tools, scorecards, techniques and KPIs you need to inspire C-level confidence and help drive business growth.
April 8–10, 2015 | Conference | New York, N.Y.
Connect with the brightest PR and media relations pros on the hottest issues facing the industry, as well as groundbreaking best practices with the power to supercharge your results, maximize your job security and take your career to the next level.
April 15–17, 2015 | Conference | Washington, D.C.
Public relations counselors in higher education come together at the CHE Senior Summit to learn new communications strategies to advance their college or university.
Approaches for Improved Integration
April 23–24, 2015 | Conference | New York, N.Y.
The Strategic Collaboration Conference features actionable approaches to leveraging the strength of public relations, marketing, branding and advertising, while bridging internal silos to achieve more profound results.
April 23–24, 2015 | Conference | Portland, Ore.
Become the go-to visual communicator for your organization with the latest visual storytelling techniques. This conference will walk you step by step through how to build and execute an irresistible social-visual communications plan.
A View From the Cliff: Insights and Inspiration to Help Your Agency Soar
May 3–5, 2015 | Conference | Dana Point, Calif.
Public relations agency owners and senior counselors come together at the Counselors Academy Conference to learn new strategies for managing their operations, clients and employees.
May 13–15, 2015 | Conference | Cleveland, Ohio
The Health Academy Conference is ideal if you work in health care or an organization allied to the field, or in a public relations agency serving health care clients. Held each spring, this annual conference provides industry perspective and communications strategies that will benefit your career. At a time of momentous change within the health care field, this conference will help you and your organization prepare for the future.
Empower. Engage. Achieve.
May 18–19, 2015 | Conference | Chicago, Ill.
Designed for employee communications professionals, this event focuses on the latest digital and on-site approaches to optimize approaches leveraging your most valuable resource — your team.
Distilling the Power of PR — Strategies, Tactics and Relationships That Are Full Proof
June 14–17, 2015 | Conference | Lexington, Ky.
Designed for travel and hospitality communicators, the Travel and Tourism Conference features essential information, to put your career and organization on the fast track for success, including nimble approaches to help make the most of your staff, budget and time.
Nov. 8–10, 2015 | Conference | Atlanta, Ga.
Designed by communicators for communicators to increase ROI, the PRSA International Conference offers practical insight and networking for public relations professionals of all career levels, sectors, work environments and industries. Demonstrating value with actionable best practices is what drives the PRSA community and is the focus of this annual event.

Crisis & Reputation

Board of Ethics and Professional Standards (BEPS)
On-Demand Webinar
Understand how public relations crises can be avoided or mitigated through better ethical decision-making.
People Are the Killer App
On-Demand Webinar
Hear about word-of-mouth case studies and learn seven lessons for building and growing a world-of-mouth movement for your brand.
Photo of Geno Church
Featured Presenter:
Health Academy
Communication Insights From Public Health Responses
On-Demand Section Webinar
Disease outbreaks and health issues have the potential to get significant news media and public attention. Hear lessons learned in preparing for and responding to crises, with an emphasis on public health examples.
Discover How Crisis Teams Work in the Real World
On-Demand Webinar
Go behind the scenes to discover how crisis teams work in the real world, and walk away with specific ideas to help your team overcome stress and uncertainty, and quickly make sound, wise and ethical decisions.
How to Think and Advise Management Strategically During Tough Situations and Crises
May 7–8, 2015 | Course | Dallas, Texas
When the going gets tough, how strategic are you? Join senior communicators and communication managers in this two-day immersion session to expand your strategic skills.
Tactics for Effective News Media and Social Media Relations During a Crisis
May 14, 2015 | Course | New York, N.Y.
When a crisis hits, how will you cope with the media spotlight? This workshop will help you choose the right tactics to effectively communicate with employees, customers, public officials and other key stakeholders during an issue or crisis.
Stay Compliant and Stay Out of Trouble
May 21, 2015 | Webinar, On-Demand Available May 28
Learn what is considered public domain; how to attribute others’ content safely; the ins and outs of copyright law; and what you need to do in order to comply and still effectively do your job.
Photo of Keith M. Kupferschmid
Featured Presenter:
Health Academy
A View of Integrity, Ethics and Brand Protection
May 26, 2015 | Section Webinar, On-Demand Available June 2
Learn how to create a strategic communications plan that focuses on your organizational goals while still protecting your brand and public image.
Photo of Annie Skinner
Featured Presenter:
Annie Skinner
Writing and Speaking With Words That Resonate
Sept. 17, 2015 | Course | Chicago, Ill.
Many media interviews and spokespeople are ineffective due to one reason — their key messages fail to resonate with audiences. Come ready to write and speak as you are introduced to new methods of writing and delivering key messages.
Photo of Gerard Braud
Featured Presenter:

Emerging Trends

Financial Communications Section
Global Affairs Committee
Sustainability Enters the Picture — Big Time!
On-Demand Section Webinar
Hear from a panel of experts representing the International Integrated Reporting Council (IIRC), the PRSA Global Affairs Committee and the PRSA Financial Communications Section on how integrated reporting impacts the ability of key stakeholders to project a company’s long-term prospects.

Ethics

Board of Ethics and Professional Standards (BEPS)
On-Demand Webinar
Understand how public relations crises can be avoided or mitigated through better ethical decision-making.
Ethical Challenges in Today’s Mega-Wired Business World
On-Demand Webinar
Ethical communication has played a part in human interactions since prehistoric times, when conquests were recorded on the walls of caves. Today, we have social media to expedite the process. Join us for a lively discussion of ethical challenges facing communicators in today’s mega-wired business world.

Executive Level

Connect Relevance to Growth and Performance
On-Demand Webinar
Why do some people love one brand more than another when both stores sell the same stuff? It’s relevance. Learn how to develop a brand strategy that is relevant and appeals more strongly to your market.
Photo of Andrea Coville
Featured Presenter:
A Guide to Handling Difficult Conversations
On-Demand Webinar
Most of us rank unpleasant workplace discussion or confrontation a few rungs below shark attack on the universal ladder of enjoyment. The good news is that there are basic strategies that can help make confrontations, verbal skirmishes and angry exchanges far more manageable.
Photo of Alan S. Cohen, MBA
Featured Presenter:
Learn the Traps and How to Avoid Them
On-Demand Webinar
Learn the traps and biggest mistakes communicators make that keep advice from being sought, along with proven strategies and tools to help avoid the pitfalls. Implement tools to ensure you and your client are approaching business challenges effectively.
Photo of Kate Bushnell
Featured Presenter:
Improvise
On-Demand Webinar
Gain unconventional advice from Fred Cook, CEO of GolinHarris, who will share the street smarts he gained from a lifetime of uncommon experiences that include time spent as an Italian leather salesman, rock-and-roll executive, cross-country tour guide and doorman at a four-star hotel.
Photo of Fred Cook
Featured Presenter:
Creating a Real Change Management Plan in Real Time
On-Demand Webinar
Hear about the most successful principles and practices for communicators tasked with advancing organizational change. Gain knowledge about practical models and tools for change management that you can bring home and apply to your own organization.
Using Smart Data to Communicate
On-Demand Webinar
With powerful monitoring and social media intelligence tools, pulling and analyzing large sets of data, i.e. “big data,” is seen as the future of public relations. Explore how to use big data to enhance the results of your communications programs.
Motivate, Inspire and Align Who You Lead
On-Demand Webinar
Gain a better grasp on how to shape strategic messages that can align with those plagued by uncertainty and learn how emotional communication and a leader’s storytelling ability may be an organization’s most powerful tool for change.
Photo of James Endicott
Featured Presenter:
Using Life Experiences to Advance Your Career
On-Demand Webinar
Continue to explore the new reality of building today’s career path with Fred Cook, CEO of GolinHarris. Get insights on turning the experiences you have both at work and in your personal life into career-building steps.
Photo of Fred Cook
Featured Presenter:
How to Win Hearts, Minds and Wallets With an Integrated Marketing Approach
On-Demand Webinar
The changing digital media landscape combined with more sophisticated consumer behaviors means brands are competing for time and attention with other companies, as well as their customers. Learn about the foundation of an integrated marketing and PR strategy.
Photo of Lee Odden
Featured Presenter:
A Path to Redemption for Public Speakers
On-Demand Webinar
Solid presentation skills can help PR pros win new business, gain approval for projects and budgets, rally teams, motivate employees and better position themselves as industry and community leaders. Gain practical techniques to overcome the deadliest of presentation sins.
Photo of Rob Biesenbach
Featured Presenter:
Develop a Framework for Delivering Recommendations
On-Demand Webinar
Executives are a tough audience and can quickly throw you or your conversation off track. Hear insights into the executive perspective, expectations in an executive conversation, development of compelling message and conversational frameworks, as well as how to avoid common mistakes.
Photo of Sally L. Williamson
Featured Presenter:
Inspiring Your Staff and Supporters to Love Your Brand
On-Demand Webinar
“The Passion Conversation” is about how to get people to fall passionately and madly in love with your organization or cause. Learn how loving your customers results in not just building a thriving community, but also driving meaningful conversations and ultimately impacting the financial success of a business
Photo of Geno Church
Featured Presenter:
Understanding the Basics
On-Demand Webinar
Integrated Marketing Communications (IMC) is an often-misunderstood practice within the marketing, media and advertising industries. IMC is a simple concept that ensures that all marketing tools are carefully integrated so that they work together for stronger results — and public relations professionals are usually at the apex of it all.
Photo of Bonnie Harris
Featured Presenter:
Your Response is the Difference Between Success and Failure
On-Demand Webinar
Responding to tough questions from media and stakeholders when public trust is at stake requires special skill. Former investigative reporter Jeff Ansell has created a unique process to equip senior executives and spokespeople with the confidence and ability to successfully manage all manner of media encounters.
Featured Presenter:
Deliver News and Create Positive Publicity
On-Demand Webinar
With mobile gaining more market share over the past few years, it's more important than ever for public relations professionals to think about how to best reach audiences in the most efficient way. Learn about mobile strategies and best practices to add value.
Photo of Lisa Buyer
Featured Presenter:
How to Think and Advise Management Strategically During Tough Situations and Crises
May 7–8, 2015 | Course | Dallas, Texas
When the going gets tough, how strategic are you? Join senior communicators and communication managers in this two-day immersion session to expand your strategic skills.
Planning Campaigns Across Multiple Platforms to Achieve Synergy and Success
June 18–19, 2015 | Course | New York, N.Y.
Evolving trends in marketing, media and advertising have created a need for communication campaigns that are synchronized across multiple platforms. Learn how to create an actionable Integrated Marketing Communications (IMC) strategy and how to implement that strategy for the strongest results possible.
Photo of Bonnie Harris
Featured Presenter:

Leadership & Management

A Guide to Handling Difficult Conversations
On-Demand Webinar
Most of us rank unpleasant workplace discussion or confrontation a few rungs below shark attack on the universal ladder of enjoyment. The good news is that there are basic strategies that can help make confrontations, verbal skirmishes and angry exchanges far more manageable.
Photo of Alan S. Cohen, MBA
Featured Presenter:
Learn the Traps and How to Avoid Them
On-Demand Webinar
Learn the traps and biggest mistakes communicators make that keep advice from being sought, along with proven strategies and tools to help avoid the pitfalls. Implement tools to ensure you and your client are approaching business challenges effectively.
Photo of Kate Bushnell
Featured Presenter:
New Professionals Section
Seven Unspoken Rules New Pros Can Follow to Dazzle Management and Earn Respect, Raises and Promotions
On-Demand Section Webinar
Senior PR pros express concerns about junior employees that they can’t or won’t deliver directly to the employees themselves. In this webinar, you’ll hear PR executives’ most common frustrations — and how to avoid them.
Photo of Michael Smart
Featured Presenter:
Best Practices for the 24/7 PR Industry
On-Demand Webinar
We all try to have the best in both our workplace and personal lives. What’s the work-life fit reality when you work in the 24-7 public relations industry?
Improvise
On-Demand Webinar
Gain unconventional advice from Fred Cook, CEO of GolinHarris, who will share the street smarts he gained from a lifetime of uncommon experiences that include time spent as an Italian leather salesman, rock-and-roll executive, cross-country tour guide and doorman at a four-star hotel.
Photo of Fred Cook
Featured Presenter:
Creating a Real Change Management Plan in Real Time
On-Demand Webinar
Hear about the most successful principles and practices for communicators tasked with advancing organizational change. Gain knowledge about practical models and tools for change management that you can bring home and apply to your own organization.
Motivate, Inspire and Align Who You Lead
On-Demand Webinar
Gain a better grasp on how to shape strategic messages that can align with those plagued by uncertainty and learn how emotional communication and a leader’s storytelling ability may be an organization’s most powerful tool for change.
Photo of James Endicott
Featured Presenter:
Using Life Experiences to Advance Your Career
On-Demand Webinar
Continue to explore the new reality of building today’s career path with Fred Cook, CEO of GolinHarris. Get insights on turning the experiences you have both at work and in your personal life into career-building steps.
Photo of Fred Cook
Featured Presenter:
Two Months, Three Crises
On-Demand Webinar
Hear how a community college’s team effectively managed and communicated about three major crises: a student abduction, an accreditation warning and embezzlement within a two-month time period.
Develop a Framework for Delivering Recommendations
On-Demand Webinar
Executives are a tough audience and can quickly throw you or your conversation off track. Hear insights into the executive perspective, expectations in an executive conversation, development of compelling message and conversational frameworks, as well as how to avoid common mistakes.
Photo of Sally L. Williamson
Featured Presenter:
Build Energy, Engagement and Organizational Effectiveness
On-Demand Webinar
How communications leaders guide employees and organization leaders alike through an approach that includes engagement, coaching the C-suite to lead with agility, and applying networks to drive innovation and organizational change.
Employee Communications Section
The Next Frontier of Employee Engagement
On-Demand Section Webinar
Earlier this year, Weber Shandwick, in partnership with KRC Research, released “Employees Rising: Seizing the Opportunity in Employee Activism,” a survey that closely examines the activism of 2,300 employees worldwide. Join the PRSA Employee Communications Section for an interactive dialogue as Weber Shandwick reviews their findings and helps you determine how to embrace this next stage of employee engagement.
Strategies for Mediating Workplace Confrontations
May 5, 2015 | Webinar, On-Demand Available May 12
Gain an understanding of the difference between criticism and constructive feedback and learn how to more efficiently mediate discussions between others.
Featured Presenter:

Measurement & ROI

Barcelona Principles Overview/Principles 1 and 7
On-Demand Webinar
Ensure that measurement is done in a manner that is methodologically sound and can live up to the greatest scrutiny from your boss, client or CFO.
Photo of David Rockland, Ph.D.
Featured Presenter:
Barcelona Principles 2, 3, 4 and 5
On-Demand Webinar
Understand the good, bad and ugly of each form of measurement, and how to make smart choices in creating or managing a measurement program.
Photo of Don Bartholomew
Featured Presenter:
Barcelona Principle 6, and the Valid Metrics Grids
On-Demand Webinar
The Barcelona Principles dismissed Advertising Value Equivalents (AVEs) as a bankrupt measurement approach; learn what replaces AVEs.
Photo of David Rockland, Ph.D.
Featured Presenter:
Learn Proven Techniques for Setting Objectives for Success
On-Demand Webinar
The Barcelona Principles are the first-ever PR measurement standards adopted by hundreds of associations, companies and individuals. Learn how to identify “good” and “bad” objective statements and link them with overall business goals.
Photo of Pauline Draper-Watts
Featured Presenter:
Ensure Consistent and Continuous Improvement
On-Demand Webinar
One of the greatest challenges in our profession is proving the value of public relations. Learn the best approaches to guarantee that public relations is positively affecting an organization, and that it has the feedback required to improve performance over time.
Photo of Mark Weiner
Featured Presenter:
Structuring Your Measurement Program to Deliver the Goods
On-Demand Webinar
Everyone wants to know the ROI of their communications programs, but you can’t find it if you don’t set up your measurement program correctly. Learn about an eight-step measurement process, from objective-setting to return.
Photo of Angela Jeffrey, APR
Featured Presenter:
How to Draw Meaningful and Actionable Insights
On-Demand Webinar
Discover proven ways to use research and social data to draw meaningful and actionable insights from this ever-growing conversation and increase your business’ digital impact.
Photo of Chi-Chi Millaway
Featured Presenter:
AMEC
Measurement Rules! Make It Work for You
On-Demand Webinar
Nearly everyone agrees on the value of PR measurement, but putting it into action can be a challenge. This session will focus on identifying steps you can take to integrate measurement into your work.
March 12, 2015 | Conference | Washington, D.C.
This dynamic event will offer the latest measurement strategies, tools, scorecards, techniques and KPIs you need to inspire C-level confidence and help drive business growth.
Learning Data-Driven PR
April 14, 2015 | Webinar, On-Demand Available April 21
Google Analytics has been helping communicators carve out important data insights, create smarter communication and allow professionals to make better business decisions. This session offers you an opportunity to fully experience Google Analytics, from high-level strategy to easy functionality.

Media Relations

Surround Your Clients’ Key Messaging With High-Demand Editorial Themes
On-Demand Webinar
Hear case studies that reveal how PR pros have positioned their clients’ key messaging with high-demand editorial themes to enhance their pitches and garner more organic media impressions.
Your Response is the Difference Between Success and Failure
On-Demand Webinar
Responding to tough questions from media and stakeholders when public trust is at stake requires special skill. Former investigative reporter Jeff Ansell has created a unique process to equip senior executives and spokespeople with the confidence and ability to successfully manage all manner of media encounters.
Featured Presenter:
How Consumers View, Manage and Share Today’s News Using Social Media
On-Demand Webinar
With corporations and organizations using social media channels as primary distribution centers for their news and information, leveraging the unique engagement opportunities that these social channels provide is more critical today than ever.
A Guide to Using Data to Drive Media Coverage
On-Demand Webinar
How can we use the power of data to generate results for our clients? Learn how to put different types of data to work in order to drive media coverage and increase your organization’s share of voice.
Featured Presenter:
Learn How to Gain Attention From Journalists and Bloggers
On-Demand Webinar
Do you have a routine story to pitch? Learn eight proven approaches that will transform your routine story into one that grabs attention in the first sentence.
Photo of Michael Smart
Featured Presenter:
Making It Easy for Journalists to Pick Up Your Story
On-Demand Webinar
Learn what journalists need in hand to cover your story, and in what format they want it. Optimize your digital news release for maximum Web exposure.
Photo of Malayna Williams, Ph.D.
Featured Presenter:
How to Develop Rapport and Become a Valued Resource
March 12, 2015 | Course | Chicago, Ill.
A strong media relationship can lead to your becoming the go-to person in your industry or area of expertise. Learn how to identify and choose the media outlets that matter most to you.
Photo of Michael Smart
Featured Presenter:
Winning Over Journalists and Bloggers in the New Media Landscape
March 13, 2015 | Course | Chicago, Ill.
Learn intensely practical tips that will instantly boost your media and blog coverage including eight “story boosters” that turn ordinary news into stories journalists crave and four proven formulas for winning email pitch subject lines.
Photo of Michael Smart
Featured Presenter:
April 8–10, 2015 | Conference | New York, N.Y.
Connect with the brightest PR and media relations pros on the hottest issues facing the industry, as well as groundbreaking best practices with the power to supercharge your results, maximize your job security and take your career to the next level.
Tactics for Effective News Media and Social Media Relations During a Crisis
May 14, 2015 | Course | New York, N.Y.
When a crisis hits, how will you cope with the media spotlight? This workshop will help you choose the right tactics to effectively communicate with employees, customers, public officials and other key stakeholders during an issue or crisis.

Social Media

Technology Section
Build Your Business With Pinterest, the Fast-Growing Social Media That Lets Pictures Tell Your Story
On-Demand Section Webinar
Pinterest users drive seven times as much Web traffic as Facebook users, and 70 percent of them use the tool to find inspiration on what to buy. Now is the time to turn this social network to your advantage through marketing — with meaning.
Photo of Bob Gilbreath
Featured Presenter:
How a Content-Focused Digital Marketing and PR Strategy Can Grow Brand Visibility and Increase Sales
On-Demand Webinar
Creating content that influences growth in media and new business requires an integrated approach. This presentation will present a model of attract, engage and convert to help organizations optimize the performance of their content-focused digital marketing and public relations programs.
Photo of Lee Odden
Featured Presenter:
Learn Techniques and Skills to Get Prepared for Your Worst Day
On-Demand Webinar
Find out how you communicate critical information before, during and after a crisis, when the media can’t reach you and you’re holding on by a thread without electricity or other modern conveniences.
Photo of Gerard Braud
Featured Presenter:
Using Smart Data to Communicate
On-Demand Webinar
With powerful monitoring and social media intelligence tools, pulling and analyzing large sets of data, i.e. “big data,” is seen as the future of public relations. Explore how to use big data to enhance the results of your communications programs.
How to Win Hearts, Minds and Wallets With an Integrated Marketing Approach
On-Demand Webinar
The changing digital media landscape combined with more sophisticated consumer behaviors means brands are competing for time and attention with other companies, as well as their customers. Learn about the foundation of an integrated marketing and PR strategy.
Photo of Lee Odden
Featured Presenter:
Tips on How to Use LinkedIn to Achieve Your Career Goals
On-Demand Webinar
Hear practical advice and tips for using LinkedIn to build your online presence; cultivate win-win relationships with influencers and peers, prospective clients and potential employers; and advance your career through networking.
Featured Presenter:
Deliver News and Create Positive Publicity
On-Demand Webinar
With mobile gaining more market share over the past few years, it's more important than ever for public relations professionals to think about how to best reach audiences in the most efficient way. Learn about mobile strategies and best practices to add value.
Photo of Lisa Buyer
Featured Presenter:
Technology Section
How Technology Changes the Marketplace and Impacts PR
On-Demand Section Webinar
Technology is driving a digital transformation in the public relations industry and what it means to leverage publicity as a tool is rapidly changing. Gain an understanding of how the rest of the digital transformation might impact our industry, and how you can get an edge on options organizations now have for doing outreach.
Featured Presenter:
40+ Ways to Use Twitter to Get Positive Publicity and Visibility, and Enhance Media Relations
On-Demand Webinar
Twitter’s real-time nature makes it one of the leading communication channels for breaking news and making news. In this webinar, you will learn how to maximize Twitter to generate positive publicity, as well as attract media, brand advocates and influential followers. You’ll also dive into:
Photo of Lisa Buyer
Featured Presenter:
The Need to Balance Between Targeting and Turnoff
On-Demand Webinar
Big Data and the Internet of Things (IoT) provide unprecedented opportunities for targeting. Hear unique experiences and perspectives on what implications of the digital data paradigm mean for professional communicators.
Increase Engagement While Weaving in a Strategic Perspective
On-Demand Webinar
Pinterest drives more readers to content than YouTube, Google+, LinkedIn and Reddit combined, but with specific user demographics, content and format, it's not right for every brand — yet. In this webinar, you’ll go on an exploration of LinkedIn.
Photo of Kate Snyder, APR
Featured Presenter:
Kate Snyder, APR
Getting Birds of a Feather to Flock Together
Feb. 26, 2015 | Webinar, On-Demand Available March 5
In this new media world, narrowing the gap between product and consumer, and service and user, is done through smart storytelling that motivates the audience to share the story further. In this session, you’ll explore the key principles of "social PR" and learn how to integrate them into your work.
Photo of Shonali Burke, ABC
Featured Presenter:
Strategies and Tactics for Effective Social Media Communications
April 29–30, 2015 | Course | Las Vegas, Nev.
Bring your laptop, join us at our Las Vegas digital training facility and raise your social media management skills to the next level. Top-rated emerging technologies instructor Eric Schwartzman shares the latest tip and tricks to help you update your digital communications skills and improve your social marketing engagement rates.
Photo of Eric Schwartzman
Featured Presenter:
Working Smarter in the Ever-Changing Communications Landscape
Sept. 18, 2015 | Course | Arlington, Va.
Thanks to the speed of the information age, business communicators in the second decade of the new millennium are grappling with having to function in a rapidly-changing landscape.
Photo of Shonali Burke, ABC
Featured Presenter:

Techniques & Tactics

Captivate, Convince or Convert Any Business’ Audience Through Speeches
On-Demand Webinar
Whether you’re writing a CEO’s speech for an audience of thousands or giving a pep talk to your department, what you say and how you say it are critical to your success. Hear tips and secrets for crafting memorable speeches that will motivate your audience to not only remember your words, but to act on them.
Featured Presenter:
Innovative Ideas Generate Great Results
On-Demand Webinar
Ignite your creative energy. Learn how to come up with new ideas and insights in order to move ahead and embrace creativity in order to develop unforgettable campaigns.
Featured Presenter:
Have a Conversation
On-Demand Webinar
A great talk is the most powerful way to persuade people, to excite them, to encourage them and to energize them. Find out about the strategies unlocking business success through a “talk” that resonates with the audience.
Photo of Mike Neumeier, APR
Featured Presenter:
The PRSA Jobcenter Is Your Guide to Success
On-Demand Webinar
The PRSA Jobcenter is a one-stop resource for career information and advice. Take a tour of the PRSA Jobcenter and learn how to position yourself, present your skills and experience, communicate your strengths and distinguish yourself from other candidates.
Photo of Richard Spector
Featured Presenter:
Travel & Tourism Section
Creating a Sense of Place Online With Google Maps
On-Demand Section Webinar
Savvy travelers are simultaneously seeking fresh ways to discover and experience a destination's sense of place prior to departure. Join Evan Rapoport, product manager for Google Maps, as he discusses the latest advancements with Google Maps, and opportunities every public relations and marketing executive working with clients in the travel and tourism should know
A Path to Redemption for Public Speakers
On-Demand Webinar
Solid presentation skills can help PR pros win new business, gain approval for projects and budgets, rally teams, motivate employees and better position themselves as industry and community leaders. Gain practical techniques to overcome the deadliest of presentation sins.
Photo of Rob Biesenbach
Featured Presenter:
Building a Foundation for Effective Communications
On-Demand Webinar
How can you put key messages to work? Learn a five-step system for preparing strategic messages.
Photo of Debbie Wetherhead
Featured Presenter:
Paint Pictures in Your Readers’ Minds
On-Demand Webinar
Learn how to bring your messages to life with storytelling, wordplay and metaphor. Find out where to find online tools that virtually twist phrases for you and a four-step process for coming up with a creative metaphor.
Photo of Ann Wylie
Featured Presenter:
Shaping the Future of Visual Communications
March 24, 2015 | Webinar, On-Demand Available March 31
In this session, you will learn how to work assets, resources and processes already at your disposal to propel your organizations into the visual communications age — without breaking the bank.
A Path to Redemption for Public Speakers
April 2, 2015 | Webinar, On-Demand Available April 9
Solid presentation skills can help PR pros win new business, gain approval for projects and budgets, rally teams, motivate employees and better position themselves as industry and community leaders. Gain practical techniques to overcome the deadliest of presentation sins.
Photo of Rob Biesenbach
Featured Presenter:
Strategies and Tactics for Effective Social Media Communications
April 29–30, 2015 | Course | Las Vegas, Nev.
Bring your laptop, join us at our Las Vegas digital training facility and raise your social media management skills to the next level. Top-rated emerging technologies instructor Eric Schwartzman shares the latest tip and tricks to help you update your digital communications skills and improve your social marketing engagement rates.
Photo of Eric Schwartzman
Featured Presenter:
Running Full-Steam Ahead with the Right Resume
April 30, 2015 | Course | New York, N.Y.
This interactive workshop will help you take your resume from good to great. You’ll also learn which resume mistakes to avoid that could immediately take you out of the running.
Sharing Your Story From The Ground Up
April 30, 2015 | Webinar, On-Demand Available May 7
“Brand journalism” is the latest buzzword in a competitive marketplace that has been changed over the years by technology and social media. Today, it’s important to create and place your own stories to sell your brand. In the health care industry, it’s even more competitive, with health care reform and the emphasis to attract new consumers.
Tap “the Most Powerful Form of Human Communication”
May 12, 2015 | Webinar, On-Demand Available May 19
Stories can help you get attention, boost credibility, make your messages more memorable — even communicate better. Learn to identify, develop and tell stories that will illustrate your points, communicate your messages and sell your products, services and ideas.
Photo of Ann Wylie
Featured Presenter:

Writing

Paint Pictures in Your Readers’ Minds
On-Demand Webinar
Learn how to bring your messages to life with storytelling, wordplay and metaphor. Find out where to find online tools that virtually twist phrases for you and a four-step process for coming up with a creative metaphor.
Photo of Ann Wylie
Featured Presenter:
March 10–11, 2015 | Conference | Washington, D.C.
Attend the only annual training event for speechwriters and executive communicators. Newbie or veteran, you'll learn the latest techniques, find inspiration and rub shoulders with the best in the business.
April 21–22, 2015 | Course | Chicago, Ill.
Learn to write copy that inspires action. In this persuasive writing workshop, Ann Wylie will share insight on how to think like a reader, go beyond the inverted pyramid and cut through the clutter.
Photo of Ann Wylie
Featured Presenter:
July 29–30, 2015 | Course | San Francisco, Calif.
Bring your messages to life with advanced storytelling techniques from Ann Wylie. For this dynamic writing workshop, bring your laptop and a story to work on, then leave with a totally rewritten piece.
Photo of Ann Wylie
Featured Presenter:
Writing and Speaking With Words That Resonate
Sept. 17, 2015 | Course | Chicago, Ill.
Many media interviews and spokespeople are ineffective due to one reason — their key messages fail to resonate with audiences. Come ready to write and speak as you are introduced to new methods of writing and delivering key messages.
Photo of Gerard Braud
Featured Presenter:
Oct. 27–28, 2015 | Course | Arlington, Va.
The secret to reaching readers is to position your messages in your audience’s best interests. In this session, you’ll learn a four-step process for making your messaging more relevant, valuable and rewarding to your audience.
Photo of Ann Wylie
Featured Presenter:

 


 
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