Modern Digital Communications Certificate Program: Uniting Owned, Earned and Paid in the Communications Toolkit

May 24–June 28, Wednesdays from 3–4:30 p.m. ET

The Modern Digital Communications Certificate Program will focus on social and digital media as the intersection of art and science for the senior digital communicator. The program will take a deeper look at audiences, publishers and platforms as well as the roles they play as targets and tools of a modern PR and Communications professional.

This certificate program will break down the techniques and tactics needed to build an ownable social and digital approach, how to optimize it, what to measure and when. It will also explain how to harness science through modern technology while keeping a focus on the art of storytelling and our authority as digital communicators to maintain this integrity on behalf of our clients and audiences in this era of disinformation and doubt.

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Designed as a live, online course of six modules, this program will launch on May 24 and run through June 28, airing each consecutive Wednesday from 3–4:30 p.m. ET. Developed and led by industry expert, Michael J. Lamp, Chief Digital and Social Officer at HUNTER PR, the program will feature guest speakers who are experts in various aspects of the week’s topic.

All modules will be recorded so that participants can (re)listen or review them after the live date in preparation for the final exam. Additionally, participants will be given access to PRSA’s Online Modern Digital Communications Certificate Program Community, an exclusive online forum offering private access and interactive dialogue with other participants taking the course. After successfully completing and passing the 18-question, multiple choice test at the end of the program, participants will be awarded a certificate of completion and a digital badge.


This certificate program is designed for:

  • Manager and senior-level PR and communication professionals.
  • Any professional responsible for managing a corporate communications team.
  • Professionals responsible for managing digital communications.
  • Marketing professionals.
  • Communicators with five or more years of experience.

Certificate program modules:

  • Module 1 – Do Your Research: Understanding (and Respecting) a Digital Audience
    We’ll examine the changes in consumer digital behavior across both enduring and emerging platforms.
  • Module 2 – Prepare for Launch, Part I: Finding Your Digital Team and Building a Voice
    Sometimes the right talent is ready to be reassigned to social. We’ll dig into some of the ways you can spot someone with a knack for social copywriting, content strategy or consumer engagement.
  • Module 3 – Prepare for Launch, Part II: Developing a Channel and Content Strategy
    We’ll look at some of the latest trends in social storytelling before breaking down how to build an ownable social content engine across the channels that matter most to your audience.
  • Module 4 – Make Friends: Engaging Creators and Influencers and Why It Matters
    In this module, we’ll look at how to cultivate meaningful relationships with both individuals and entities, sometimes as brand partners and other times as the target of a creative digital pitch.
  • Module 5 – Get Smarter: Optimizing Search and Social Content (SEO, SEM and More)
    The data on organic reach across most social platforms is both clear and bleak: There is little opportunity to drive scale without paid media. But there are ways to subvert the algorithms by creating content that is being most focused on at the channel level.
  • Module 6 – Track Your Progress: Setting KPIs and Understanding Monitoring vs. Measurement
    We’ll break down how to set the right KPIs for owned and earned digital communications with a focus on what to monitor vs. what to measure.

By the end of this certificate program, participants will be able to:

  • Recognize shifts in consumer use of core social platforms and how this should impact the role they play and how they engage.
  • Identify the right talent for digital roles or social writing projects.
  • Develop a digital content approach that’s both ownable and sustainable.
  • Understand the value of micro-lead media outreach with both traditional media and Influencers.
  • Sustain the reach of earned coverage with paid media.
  • Create a decisive list of KPIs that tie to both communications and business objectives.

Accreditation Information

Participants with the APR credential earn 0.5 renewal CEUs for each completed module of this course, for a total of 3.0 CEUs.


PRSA members save $200 when they register by May 10.



Certificate Program, Communication Strategy, Live Online, Social Media