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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.


July 30-31 Thu.–Fri.

July 30–31, 2015 | Conference | Mountain View, Calif.

Categories: Communication Strategy, Social Media

Hear the latest approaches on brand journalism and content marketing from professionals at organizations, including Citi, Electronic Arts, Ford, Google, IBM, Intel, LinkedIn, Ogilvy Worldwide, Tyson Foods and more.
In-Person


Aug. 20 Thu.

Public Affairs and Government Section
Using the California Drought as a Case Study
Aug. 20, 2015 | Section Webinar, On-Demand Available Aug. 27

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; Live Online


Sept. 10 Thu.

Putting More Thought Into Practice
Sept. 10, 2015 | Webinar, On-Demand Available Sept. 17

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; Live Online


Sept. 15-16 Tue.–Wed.

Key Concepts and Techniques of Effective Public Relations
Sept. 15–16, 2015 | 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


Sept. 18 Fri.

Working Smarter in the Ever-Changing Communications Landscape
Sept. 18, 2015 | Course | Arlington, Va.

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


Dec. 1 Tue.

What to Do and Say to Create a Powerful Competitive Advantage
Dec. 1, 2015 | 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; In-Person


Dec. 10 Thu.

A Comprehensive, Behavioral and Measurable Strategic Planning Approach
Dec. 10, 2015 | Course | Boston, Mass.

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


Dec. 11 Fri.

Working Smarter in the Ever-Changing Communications Landscape
Dec. 11, 2015 | 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


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

Understanding the Basics
On-Demand Webinar

Categories: Communication Strategy, Executive Level

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:
Bonnie Harris; 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

Global Affairs Committee
Public Relations Writ Large
On-Demand Webinar

Category: Communication Strategy

“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.
Katerina Tsetsura, Ph.D.; Kathy R. Fitzpatrick, APR; Dennis Kinsey; Steve Ellis; On-Demand


On-Demand Webinar

Corporate Communications Section
The Role of Corporate Communications
On-Demand Webinar

Category: Communication Strategy

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:
Jason Moriber; On-Demand


On-Demand Webinar

Association/Nonprofit Section
Leverage the Combined Power of Traditional and Social Media Outlets
On-Demand Section Webinar

Category: Communication Strategy

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.
Denise Bortree; Shonali Burke, ABC; On-Demand


On-Demand Webinar

Counselors Academy
Killer PR Case Studies From Agency Leaders
On-Demand Section Webinar

Category: Communication Strategy

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.
Mike Neumeier, APR; Indra Bowers; J.R. Hipple; 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, APR, Fellow PRSA, BEPS Member Emeritus; 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

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