PR Boot Camp

April 25, 27 and May 2, from noon to 3 p.m. ET each day

Whether you’re new to your PR/communications role or you’ve been practicing PR for a while without formal training, PR Bootcamp will broaden your strategic thinking and sharpen your skills so you will be ready for the many challenges PR practitioners face on a daily basis. Instructor Robin Schell, APR, Fellow PRSA, senior counsel and partner, Jackson Jackson & Wagner, will facilitate 3 three-hour interactive sessions that will provide an overview of behavioral PR theories you can apply to your work; qualitative and quantitative research techniques; best practices in internal and external communication; media relationship-building; crisis communication and issue anticipation; evaluation and PR’s ability to impact the bottom line; and a recipe for building a behavior-based strategic communication plan. Live participation is encouraged.

Learning Objectives:

  • To provide a framework for developing a behavior-based PR plan.
  • To review key concepts and techniques that apply to internal and external communication, crisis communication and media relationship-building. (Note: for a deep dive on these topics, see other PRSA course offerings on Crisis Communication and Media Relations.)
  • To introduce research and evaluation techniques as the PR field evolves from measuring “outputs” to “outcomes.”
  • To share real-time experiences and case studies to sharpen your skills as a PR practitioner and strategic thinker.



Course runs April 25, 27 and May 2, from noon to 3 p.m. ET each day.

Day 1, April 25

  • Introductions, Goals and Challenges
  • Six Roles of the PR Practitioner Self-Assessment
  • PR at the Management Table
  • Professional Development Opportunities
  • Behavioral Public Relations Theories (Diffusion Process, Model of a Successful Organization, Behavioral Model and Four Steps to Behavior Change)
  • Interactive Exercise: Identifying Triggering Events That Drive Behavior
  • Qualitative and Quantitative Research
  • Internal Communications Case Study

Day 2, April 27

  • Recap of Day 1
  • Internal Communications Discussion: One-Way and Two-Way Techniques
  • Employees as Ambassadors
  • Best Practices in Internal Communication
  • Interactive Exercise: Key Messages and Retention Strategies for Employees (Based On Case Study)
  • External Communications Discussion: One-Way and Two-Way Techniques
  • Information-Mapping Techniques
  • Identifying and Building Relationships With Opinion Leaders
  • Media Relations 101 and Do’s and Don’ts of the Media Interview
  • Interactive Exercise: Preparing Your Spokesperson for the Tough Questions

Day 3, May 2

  • Recap of Day 2
  • Issue Anticipation and Crisis Communication 101
  • Review of Crisis Communication Cases and Elements of a Crisis Communication Plan
  • Recipe For Creating a Behavior-Based PR Plan
  • Group Work Session To Develop Behavior-Based PR Plan
  • Measurement and Evaluation: Review of Barcelona Principles
  • Discussion:  Nine Ways PR Impacts the Bottom Line
  • Review of PRSA Code of Ethics and Ethics Jeopardy
  • Q&A and Wrap-Up


“The PR Bootcamp has given me the knowledge and confidence I needed to identify strategic priorities and focus on driving the desired outcomes. Apart from the valuable content Robin shared, I also appreciated her genuine interest in her students’ work. The warm, friendly classroom atmosphere she created was conducive to learning not only from our PR guru, Robin, but also from each other. The two days out of the office were well worth it, and I’m looking forward to attending more PRSA workshops in future.”
—Gordana Goudie
Communications Officer, Professional Education
Georgia Institute of Technology

Accreditation Information

Participants with the APR credential earn 1.5 CEUs for this workshop.


PRSA members save $50 when they register by April 11.