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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.

Counselors Academy
Killer PR Case Studies From Agency Leaders
Dec. 2, 2014 | Section Webinar, On-Demand Available Dec. 9
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.
Entertainment & Sports Section
Dec. 4, 2014 | Interactive Discussion
Join us for a 360 degree view of planning a successful NASCAR Race Weekend. Learn strategies and tactics that can be applied to your own live event. Brian will take us through the planning process from start to the finish, hitting all the prep and game day tactics that generate success.
Photo of Brian Citino
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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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Key Concepts and Techniques of Effective Public Relations
Dec. 9–10, 2014 | Course | Boston, Mass.
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
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What to Do and Say to Create a Powerful Competitive Advantage
Jan. 16, 2015 | Course | New York, N.Y.
Join internationally-renowned crisis expert and professor Helio Fred Garcia, and discuss best practices in effective crisis response.
Photo of Helio Fred Garcia
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A Comprehensive, Behavioral and Measurable Strategic Planning Approach
Feb. 5, 2015 | Course | New York, N.Y.
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
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Learn the Discipline and Tools for Effective Message Development
Feb. 5, 2015 | Webinar, On-Demand Available Feb. 12
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.
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.
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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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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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
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.
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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.
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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
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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
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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.
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Online PR Training: FREE With PRSA Membership

Broaden your skill set with access to an extensive library of live and on-demand professional development webinars — one of PRSA's premier member benefits.