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Communication Strategy: Public Relations Training

Courses cover key concepts and techniques of effective public relations, including strategic thinking, proactive planning and improved relationship building. Subtopics include audience identification, campaign development, message development and integrated communications.


May 17 Tue.

Corporate Communications Section
May 17, 2016 | Interactive Discussion

Category: Communication Strategy

Stacy Drumtra, Director, CEO Strategic Communications-Allstate, will share an overview of Allstate’s strategic CEO communications, its data-driven process, successes and opportunities.
Photo of Stacy Drumtra
Featured Presenter:
Stacy Drumtra;


May 18 Wed.

What to Do and Say to Create a Powerful Competitive Advantage
May 18, 2016 | Course | New York, N.Y.

Categories: Communication Strategy, Crisis & Reputation

Join internationally-renowned crisis expert and professor Helio Fred Garcia, and discuss best practices in effective crisis response.
Photo of Helio Fred Garcia
Featured Presenter:
Helio Fred Garcia; Adam Tiouririne; In-Person


May 24-25 Tue.–Wed.

Critical Skills and Attributes You Need to Connect and Evolve Your Communications
May 24–25, 2016 | Conference | Chicago, Ill.

Category: Communication Strategy

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.
In-Person


June 3 Fri.

Working Smarter in the Ever-Changing Communications Landscape
June 3, 2016 | Course | New York, N.Y.

Categories: Communication Strategy, Social Media

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:
Shonali Burke, ABC; In-Person


June 8 Wed.

Presented by PRSA and Ragan Communications
June 8, 2016 | Course | Memphis, Tenn.

Categories: Communication Strategy, Techniques & Tactics

Learn how to transform complex information and data into infographics concepts for the design team. You’ll discover the essentials of infographic strategy, narrative, data and design. You’ll come away with best practices that will earn the respect of your design team along with the elements you need to give your designer a concept for an irresistible infographic. PRSA members save $200 off the standard rate!
In-Person


June 9 Thu.

Presented by PRSA and Ragan Communications
June 9, 2016 | Course | Memphis, Tenn.

Categories: Communication Strategy, Techniques & Tactics

Hands-on exercises will teach you how to create an infographic — live! — from concept to design. You’ll also discover the best tools and software to create compelling infographics that will save you time and money, and learn tips to tell powerful stories with data so all your audiences can better understand difficult concepts. At the end of the day, you’ll leave with ways to think visually for better collaboration between the graphics and communications teams. PRSA members save $200 off the standard rate!
In-Person


June 16 Thu.

Strategic Planning to Build Brand Awareness and Advocacy
June 16, 2016 | Course | New York, N.Y.

Categories: Communication Strategy, Social Media

Learn how to strategically pull together a communication plan by integrating new types of research methods, monitoring and tracking key conversations, understanding deeper engagement through better content planning, and by benchmarking measurement across a realm of social media.
Photo of Deirdre Breakenridge
Featured Presenter:
Deirdre Breakenridge; In-Person


June 22 Wed.

Secrets of Creating, Fueling and Tapping Intense Audience Loyalty and Belonging
June 22, 2016 | Course | New York, N.Y.

Categories: Branding, Communication Strategy

Engagement is on the lips of every public relations professional, but what’s the next frontier? Creating and fueling intense loyalty and belonging among employees, influencers, media and customers. This high-energy, information-packed, and practical seminar will help attendees from organizations large and small discover, understand and capitalize on the next evolution, moving beyond today’s simple engagement approaches to gain a jump on competitors, retain and recruit talent, win applause from executives, build online social communities and drive sales.
Photo of Mike McDougall, APR, Fellow PRSA
Featured Presenter:
Mike McDougall, APR, Fellow PRSA; In-Person


June 23 Thu.

A Comprehensive, Behavioral and Measurable Strategic Planning Approach
June 23, 2016 | Course | Atlanta, Ga.

Category: Communication Strategy

Too often our strategic plans are short-changed by time, budget and know-how. This workshop will teach you how to build a comprehensive, behavioral strategic plan, plus give you an opportunity to begin to develop the framework of a strategic plan you can use.
Photo of Stacey Smith, APR, Fellow PRSA
Featured Presenter:
Stacey Smith, APR, Fellow PRSA; In-Person


Sept. 15-16 Thu.–Fri.

Planning Campaigns Across Multiple Platforms to Achieve Synergy and Success
Sept. 15–16, 2016 | Course | New York, N.Y.

Categories: Communication Strategy, Executive Level

Today’s communicator must be able to identify potential areas of integration, coordinate cross-channel strategies and adjust tactics frequently throughout the course of the project. In order to do this, you need a strong understanding of behavior, a mastery of integration techniques and the ability to incorporate them into your daily communications practice.
Photo of Bonnie Harris
Featured Presenter:
Bonnie Harris; In-Person


Sept. 19-20 Mon.–Tue.

Key Concepts and Techniques of Effective Public Relations
Sept. 19–20, 2016 | Course | New York, N.Y.

Category: Communication Strategy

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:
Robin Schell, APR, Fellow PRSA; In-Person


Nov. 10 Thu.

Become a Trusted, Strategic Advisor
Nov. 10, 2016 | Course | New York, N.Y.

Categories: Communication Strategy, Leadership & Management

Learn how to develop behaviors and attitudes that attract management’s attention and get you invited into the decision-making process earlier. Find out about getting the boss to listen and incorporate communications advice into the planning, execution, follow-up, and evaluation of major business activities and decision-making.
James E. Lukaszewski, ABC, Fellow IABC; APR, Fellow PRSA; In-Person


On-Demand Webinar

Connect Relevance to Growth and Performance
On-Demand Webinar

Categories: Branding, Executive Level, Communication Strategy

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:
Andrea Coville; On-Demand


On-Demand Webinar

Ensure Consistent and Continuous Improvement
On-Demand Webinar

Categories: Communication Strategy, Measurement & ROI

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:
Mark Weiner; On-Demand


On-Demand Webinar

A Blueprint for Efficient Problem Solving
On-Demand Webinar

Category: Communication Strategy

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.
Merrie Elyn Meyers, Ph.D., APR, Fellow PRSA; Patrick M. McNellis; On-Demand


On-Demand Webinar

Learn the Discipline and Tools for Effective Message Development
On-Demand Webinar

Category: Communication Strategy

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.
Andrew Gilman; Geoff Livingston; On-Demand


On-Demand Webinar

Drive PR, Social Media and Marketing
On-Demand Webinar

Category: Communication Strategy

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:
Sandra Fathi; On-Demand


On-Demand Webinar

Learn How to Implement Multi-Channel Strategies and Synchronize Tactics for Maximum Impact
On-Demand Webinar

Category: Communication Strategy

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:
Bonnie Harris; On-Demand


On-Demand Webinar

Health Academy
The Strategy Behind Public Health and Regulatory Activities
On-Demand Section Webinar

Category: Communication Strategy

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
Kathleen Quinn; On-Demand


On-Demand Webinar

Gaining and Maintaining Consent
On-Demand Webinar

Category: Communication Strategy

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.
James E. Lukaszewski, ABC, Fellow IABC; APR, Fellow PRSA; On-Demand


On-Demand Webinar

Financial Communications Section
Integrating Digital, PR and Advertising for a Public Awareness Campaign
On-Demand Section Webinar

Category: Communication Strategy

At its core, communications is about storytelling. Whether leveraging advertising, media relations or digital communications, good storytelling means having a good message that can be carried in a variety of ways.
Featured Presenter:
Dan Drummond; On-Demand


On-Demand Webinar

Learn How to Increase Business Acumen for You and Your Team
On-Demand Webinar

Category: Communication Strategy

To become trusted advisers to clients and the C-suite, public relations professionals need to demonstrate how their counsel helps advance business goals and objectives. Gain tips to help increase your level of business acumen so that public relations gets — and keeps — its seat at the table.
Ron Culp; Matt Ragas, Ph.D.; On-Demand


On-Demand Webinar

Public Affairs and Government Section
Using the California Drought as a Case Study
On-Demand Section Webinar

Category: Communication Strategy

California is in the midst of the worst drought in the state’s recorded history. Find out how communications professionals are effectively changing public behaviors and perceptions around this topic.
Patricia Tennyson; Ruth Bernstein; Lauri-Ellen Smith, APR; On-Demand


On-Demand Webinar

New Professionals Section
Harness the Power of the Influencers Shaping Your Market
On-Demand Section Webinar

Category: Communication Strategy

Learn how to incorporate new earned, owned and paid media tactics to better engage influencers with content. Find out how converged media strategies will help you effectively reach influencers. Learn more about PRSA 2015 New Professionals Week and find a local event near you!
Featured Presenter:
Naimul Huq
Naimul Huq; On-Demand


On-Demand Webinar

Putting More Thought Into Practice
On-Demand Webinar

Category: Communication Strategy

Based on smart thinking and best practices curated from more than 100 articles and marketplace experiences, this session will teach you what thought leadership is and the characteristics of effective thought leaders.
Photo of Debbie Wetherhead
Featured Presenter:
Debbie Wetherhead; On-Demand


On-Demand Webinar

Technology Section
Hear How Technology Facilitates Reporting
On-Demand Section Webinar

Category: Communication Strategy

Even the most robust reporting staffs are challenged to keep pace with the volume and velocity of data being generated. Fortunately for today’s media and PR leaders, new storytelling technology is helping media and communications leaders offload routine reporting. Gain a closer look!
Kristian Hammond; Mary Conley Eggert; On-Demand


On-Demand Webinar

Counselors Academy
Expand Your Brand’s Reach and Impact
On-Demand Section Webinar

Category: Communication Strategy

To survive and thrive in this new world, PR departments need to evolve fast. In this session, you’ll learn the tactics traditionally associated with marketing that will help you expand your brand's reach and impact, outpace competitors and turn your department into a power player within the organization.
Featured Presenter:
Mark Thabit; On-Demand


On-Demand Webinar

Strategic Leveraging for Fundraising Success
On-Demand Webinar

Category: Communication Strategy

In the new world of corporate gift giving, success comes from collaboration and co-branding to achieve mutual goals. During this webinar, attendees will learn to develop a clear vision of their fundraising goal and tips to engage sponsors by co-branding and adding value to their relationships.
Photo of Cyndee Woolley, APR
Featured Presenter:
Cyndee Woolley, APR
Cyndee Woolley, APR; On-Demand


On-Demand Webinar

Corporate Communications Section
Lead Your Corporation Into the Next Era of Effective Internal and External Communications
On-Demand Section Webinar

Category: Communication Strategy

Free for PRSA Members. Corporate communications is undergoing significant change. Major influencers include the expanding global marketplace, shifting demographics, digital technology and other forces. In this webinar, you will learn the 10 most important needs that corporate communicators can address now to help give their firms an edge over the competition.
John Deveney, ABC, APR, Fellow PRSA; Michele E. Ewing, APR, Fellow PRSA; David L. Remund, Ph.D., APR, Fellow PRSA; On-Demand


On-Demand Webinar

Fine-Tune Your Strategies and Tactics
On-Demand Webinar

Category: Communication Strategy

Understanding your target audience’s behavior is a key critical success factor in today’s multi-channel media campaigns. Public relations professionals can incorporate personas and other behavioral marketing concepts into their practice to fine-tune strategies and tactics and improve overall campaign performance.
Photo of Bonnie Harris
Featured Presenter:
Bonnie Harris; On-Demand


On-Demand Webinar

Motivating People to Say Yes
On-Demand Webinar

Category: Communication Strategy

What motivates people to comply with your request or accept your opinion? In this webinar, get a revealing look at research from leading social scientists in the field of persuasion. You’ll explore principles of behavioral psychology that you can use every day, even in email, to move people toward your point of view.
Photo of Ken O’Quinn
Featured Presenter:
Ken O’Quinn; On-Demand


On-Demand Webinar

Techniques You Can Apply Now to Learn More About Your Target Audience Behavior and Drive Better Campaign Results
On-Demand Webinar

Category: Communication Strategy

Knowing about behavior can help you make better decisions about the best channels and tactics to overcome bias, increase engagement and promote virality, and start you on a path to boost your results tremendously through the use of IMC.
Photo of Bonnie Harris
Featured Presenter:
Bonnie Harris; On-Demand


On-Demand Webinar

The Drivers of Trust Around the Globe
On-Demand Webinar

Category: Communication Strategy

This webinar will take a long look at the constant drivers of trust across time and place, as well as the implications for measuring trust within your publics and for developing campaigns aimed at reinforcing or building trust.
Bryan H. Reber, Ph.D.; Michael Cacciatore, Ph.D.; Tonia Ries; On-Demand


On-Demand Webinar

Why Integration is PR’s Key to Success
On-Demand Webinar

Category: Communication Strategy

The advent of social technologies means that PR pros must know how to socialize media relations in the truest sense of the word. Integration is the name of the game.
Photo of Shonali Burke, ABC
Featured Presenter:
Shonali Burke, ABC; On-Demand

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