Strategic Communications for Associations and Nonprofits Certificate Program
Nov. 5, 12, 19, Dec. 3, 10 and 17, 2025, from 3–4:30 p.m. EST
Designed as a live, instructor-led certificate of completion program, “Strategic Communications for Associations and Nonprofits” provides participants with a practical framework for communicating with purpose, clarity and credibility.
For associations and nonprofits, effective communication is not a luxury — it’s a necessity for advancing mission, maintaining trust and demonstrating value to members, donors, policymakers and the public. Yet in many organizations, communications efforts are under-resourced, reactive or misaligned with strategic priorities.
Across this six-module program, we’ll explore how to lead with empathy and credibility, how to navigate reputational challenges before they become crises and how to align messaging with mission in a way that builds lasting trust. Participants will leave with tangible tools, relevant case studies and strategies they can implement immediately.
All modules will be recorded so that participants can (re)listen or review them after the live date in preparation for the final exam. After successfully completing and passing the 18-question, multiple-choice test at the end of the certificate program, participants will be awarded a certificate of completion and a digital badge. Participants also will be part of PRSA’s Online Community, an exclusive forum offering private access and interactive dialogue with other members taking the program.
By the end of this program, participants will be able to:
- Identify the hallmarks of credible, effective communication in association and nonprofit settings — and apply them across a range of scenarios.
- Build and execute a communications strategy that aligns with organizational goals and supports stakeholder trust.
- Respond to reputational challenges with messages that reflect empathy, clarity and leadership.
- Craft high-impact narratives that elevate organizational value and resonate with key audiences, from members and donors to the media and policymakers.
Presenters
Schedule
Note: Program skips Nov. 26.
Module 1: Elevating the Role – Becoming a Strategic Communications Leader
Wednesday, Nov. 5; 3-4:30 pm EST
Learn how to build a communications strategy that aligns with your organization’s mission, supports strategic priorities and engages stakeholders across platforms. This session covers how to assess current efforts, set measurable goals, identify key audiences and develop messaging frameworks that support long-term impact in the association/nonprofit sector.
Module 2: Setting the Foundation – Strategic Communications Planning
Wednesday, Nov. 12; 3-4:30 pm EST
Effective messaging goes beyond taglines and mission statements. This session walks through how to craft compelling core messages, shape organizational narratives and adapt communications for the unique audiences with whom associations and nonprofits seek to engage — members, donors, policymakers and the media — without losing consistency or clarity.
Module 3: Telling Your Story – Message Development and Narrative Strategy
Wednesday, Nov. 19; 3-4:30 pm EST
Communicating effectively with different association/nonprofit stakeholder groups is both an art and a science. This session explores strategies for stakeholder segmentation, member engagement, media relations and proactive outreach — tailored to the unique challenges and opportunities faced by associations and nonprofits.
Module 4: Engaging Stakeholders – From Members to Media
Wednesday, Dec. 3; 3-4:30 pm EST
When the stakes are high, the messenger matters as much as the message. This session will discuss the CODE framework (Caring, Openness, Dedication and Expertise) as a guide for credible communication in high-stress moments. Participants will learn how to demonstrate leadership, communicate empathy and protect reputations during crises or change.
Module 5: Leading Through Uncertainty – Trust, Credibility and Crisis Response
Wednesday, Dec. 10; 3-4:30 pm EST
Great communications don’t just tell stories — they deliver results. This session covers how to measure what matters, demonstrate return on investment and report success in ways that resonate with boards, funders and other key audiences.
Module 6: Moving the Needle – Measuring Impact and Communicating Value
Wednesday, Dec. 17; 3-4:30 pm EST
Communications leaders in associations and nonprofits are often expected to be tacticians — but the real impact comes when they step into a strategic advisory role. This session explores how to position yourself as a trusted voice at the leadership table, contribute to organizational decision-making and advocate for the communications function as a driver of mission success.
Accreditation Information
Individuals with their Accreditation in Public Relations (APR) credential will receive 3.0 Renewal CEUs after completing this Certificate Program.Pricing
Register by Oct. 15 and save $100! Members of the Association/Nonprofit Section receive the Section pricing listed below.
| BY 10/15 | REGULAR RATE | |
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| SECTION MEMBER |
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| NONMEMBER |
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