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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.

Planning Campaigns Across Multiple Platforms to Achieve Synergy and Success
Sept. 11–12, 2014 | 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.
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Working Smarter in the Ever-Changing Communications Landscape
Sept. 12, 2014 | Course | Chicago, Ill.
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
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Working Smarter in the Ever-Changing Communications Landscape
Dec. 5, 2014 | Course | New York, N.Y.
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
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On-Demand Webinar
Explore the fundamentals of strategic thinking, from mission, values and vision to the basic elements of strategy.
Photo of Paul Argenti
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On-Demand Webinar
Develop the connection between strategy development and execution using strategic communication.
Photo of Paul Argenti
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Building Brand Relationships That Inspire Generations
On-Demand Webinar
No longer do young adults buy a Ford because their parents drove one. Brands today simply cannot depend on that implied brand equity. Through buzz-building programs, organizations can intercept the brand equity lifecycle and engage consumers on their own terms.
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
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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
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Public Affairs & Government Section
Learn How Research Can Lead to a New Identity
On-Demand Section Webinar
Learn how community branding, educational tools and a strategic marketing plan can help boost community growth across the board.
Photo of Don McEachern
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A Multiracial Perspective on Media
On-Demand Webinar
Hear about trends in multiracial media, including tips for capturing the attention of media makers, overcoming current challenges and identifying multiracial influencers. Examine special insights and tips for devising your custom strategy of aligning this rapidly growing demographic with your brands as badges of identity.
Photo of Marcia Alesan Dawkins, Ph.D.
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Employee Communications Section
Health Academy
Get Up to Speed on the Basics
On-Demand Section Webinar
The new law requires companies to communicate health care information to employees. Are you ready?
Gaining and Maintaining Consent
On-Demand Webinar
Community decision-making is always values-driven Find out how to build trust and confidence with the public by addressing their concerns and core values, while avoiding fatal strategies that minimize, trivialize, ignore or belittle those values.
Obtain Maximum Rewards from Marketplace Trends
On-Demand Webinar
The increasing emphasis on targeting core audiences, identifying active influencers and establishing relevant benchmarks presents a professional challenge. Learn about tactics and the related tools that enable you to leverage your PR and communication efforts.
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Association/Nonprofit Section
Align Your Cause to Inspire Member Giving
On-Demand Section Webinar
Movement Marketing is a new marketing model that is built upon an idea that is on the rise in culture. Learn how to move from traditional marketing brainstorms and product-centric engagements to culturally-centered movements about the group.
Communicating with Key Audiences to Ensure Global Food Security
On-Demand Webinar
By 2050, the world’s population will grow from seven billion to nine billion people. DuPont saw a responsibility to act, and recognized that it could be the catalyst that brings together key audiences to create solutions for ensuring global food security.
A Fun, Fearless Approach to Corporate Storytelling
June 10, 2014 | Webinar, On-Demand Available June 17
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.
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Inspiring Your Staff and Supporters to Love Your Brand
June 12, 2014 | Webinar, On-Demand Available June 19
“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
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How Brands Successfully Culture-Jack the Big Moments
June 17, 2014 | Webinar, On-Demand Available June 24
Take advantage of national headlines with approaches to confidently loosen rigid planning processes and respond to risk-averse leadership.
Understanding the Basics
Aug. 5, 2014 | Webinar, On-Demand Available Aug. 12
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.
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Training Webinars Included With PRSA Membership!

Broaden your skill set with access to more than 50 live and on-demand webinars in 2014.