Your Public Relations and Communications Community

Understanding Communications Models and Theories

Their Importance on the APR Examination

This webinar is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Accreditation Preparation & Maintenance

Gain insight into a variety of communications models and theories, and learn how they can help you prioritize your target markets, develop relevant messages, and establish credibility and trust. In this webinar, you’ll dive into these different models and theories, and come to understand them as components of the Knowledge, Skills and Abilities (KSAs) in the context of the Accredited in Public Relations (APR) Examination. You’ll also learn:

  • How to meld the models and theories into the Four-Step Process.
  • The Seven C’s of effective communication.
  • The Four Aspects of Public Relations.
  • How communications models are tested in the Examination.


Jason S. Kirsch, APR, senior director, communications and brand engagement, Capital BlueCross

Photo of Jason S. Kirsch, APR Kirsch is senior director, communications and brand, for Capital BlueCross. He currently serves as Accreditation co-chair for the PRSA Central Pennsylvania Chapter. His areas of expertise include brand management, corporate communications, media relations, marketing communications and digital marketing.

Bob Saline, APR, Fellow PRSA, president and CEO, PRWorks, Inc.

Photo of Bob Saline, APR, Fellow PRSA Saline is also the current Accreditation co-chair for the PRSA Central Pennsylvania Chapter. His areas of expertise include strategic communications and research, issues management and media coaching.

Participants earn 1.0 APR Maintenance Credits for a webinar. For more information on Accreditation maintenance, visit


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