Design That Drives Action: Graphic Design Essentials
July 14, 21 and 28, 2026, from 3–4 p.m. EDT
PRSA, in partnership with Adobe’s Public Sector Creativity and Productivity team, presents a webinar series designed to help PR and communications professionals move from simply posting content to creating human-centered visuals that influence behavior.
In today’s fast-moving digital landscape, attention is limited and visuals often determine what gets noticed. Yet many PR professionals are expected to create or guide visual content without formal design training.
This practical series equips participants with the tools and knowledge to create strategic visuals that strengthen messaging across social, web and mobile platforms — driving engagement, credibility and measurable results.
Through real-world examples, before-and-after comparisons and actionable frameworks, you’ll learn how to apply core design principles immediately, whether working independently or with creative teams.
Participants will learn how to:
- Plan visual content strategically to support PR goals.
- Apply core design principles (layout, hierarchy, color, typography).
- Use generative AI to create standout graphics.
- Design for engagement, clarity, and action.
- Adapt content across social, web, and mobile platforms.
- Use accessible tools and templates efficiently.
- Collaborate effectively with designers.
Presenters
Agenda
July 14, Session 1
The Role of Design in Modern PR and Design Fundamentals (Without the Jargon)
Learning objective: Shift mindset from “supporting visual” → “strategic communication tool.”
Part 1: Why It Matters
- Why visuals outperform text (attention, retention, behavior).
- How design influences trust, credibility and perception.
- Common mistakes PR pros make with graphics.
- Real-world before/after examples.
Part 2: The Fundamentals
- Visual hierarchy (what people see first — and why).
- Layout basics (alignment, spacing, grids).
- Color psychology + brand consistency.
- Typography that improves readability (not hurts it).
July 21, Session 2
Designing for Engagement and Action and Platform-Specific Best Practices
Learning objective: Connect design decisions to outcomes and making designs work across channels.
Part 1: Designing for Engagement and Action
- Designing scroll-stopping content.
- Calls to action (visual vs. text-based).
- Emotion, storytelling and visual cues.
- What drives clicks, shares and conversions.
Part 2: Platform-Specific Best Practices
- Social media formats (LinkedIn, Instagram, X, etc.).
- Web and mobile considerations.
- Accessibility (contrast, font size, inclusivity).
- Adapting one message into multiple formats.
July 28, Session 3
Practical Graphic Design Tool Kits and Culminating Hands-On Exercise
Learning objective: Apply design principles through practical tools, workflows and a hands-on exercise.
Part 1: Tools, Templates and Workflows
- Overview of ideal content production workflows.
- Team collaboration tool recommendations.
- Using tools like Adobe Express and Adobe Creative Cloud.
- Creating reusable templates.
- Working with brand guidelines.
- Leveraging AI in the design process.
Part 2: Hands-On Exercise
- Apply lessons learned to a real-world PR scenario.
- Create a graphic to support a communications plan or campaign.
- Use Adobe Express to complete the exercise.
- Share designs with the group and instructor.
- Present and explain final work.
- Receive instructor feedback following the session.