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Professional Development

PRSA is the preeminent learning organization for PR and communication professionals and offers a wide variety of events, programs and webinars throughout the year.

Calendar of Events   Professional Development Catalog


  • Sept. 13–14Secrets of Media Relations Masters, Michael Smart, New York
    Join media pitching coach Michael Smart as he presents a two-day event designed to help PR pros achieve superior results in today’s quickly changing media landscape. The first day will focus on laying the foundation required for superior pitching success. The strategies you learn in day two of the workshop have been used by previous attendees to get coverage in top-tier national media such as the front page of The New York Times, in The Wall Street Journal and USA Today, and on CNN and NBC’s “Today.”
  • Sept. 21Visual Content and Media Relations, Malayna Evans, Ph.D., Washington, D.C. area
    Visual storytelling done well increases engagement, explains and summarizes complex information, speeds up comprehension, tugs the heartstrings and motivates action. This is why visuals are now at the heart of brand identity and content creation to a greater degree than ever before. This workshop will discuss tactics for creating and sharing highly branded, engaging and transferable media-facing assets.
  • Nov. 9: Essential Communication Skills for Leaders, Blythe Campbell, APR, Portland, Ore.
    In this fast-paced workshop, you’ll learn how technology impacts leadership communication, the digital communication skills every leader must have, and how you can work with leaders to effectively use digital channels.

Case in Point

  • July 25: How a Duck Helped Brand a Corporate Social Responsibility (CSR) Program, Online
    Corporate social responsibility (CSR) isn’t just a nice thing to do — it’s a business imperative. Setting and implementing initiatives is a good start, but developing sustainable branded CSR initiatives that demonstrate a measurable return on investment that aligns with business objectives is the goal. Saver Rate Deadline: July 11, 2018

Certificate Programs

  • Aug. 15–Sept. 19: Measurement and Analytics Certificate Program, Live Online Course (Six Modules)
    The Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will also learn how to build research into the beginning of your communications planning process in ways that are fast, easy and inexpensive. At the end of resource-intensive communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment. Saver Rate Deadline: July 18, 2018
  • Oct. 31–Dec. 12: Content Marketing Certificate Program, Live Online Course (Six Modules)
    The Content Marketing Certificate Program is designed to teach and empower you to develop content strategies and tactics that deliver quantifiable business outcomes. Master the ability to create and re-purpose content that aligns with your business goals. Leverage your content across paid, earned, shared and owned platforms. Define ways to collect data to enable you to analyze the effectiveness of your campaigns. Saver Rate Deadline: October 4, 2018
  • On-DemandCommunicating to Manage Performance Certificate Program
    The Communicating to Manage Performance (CMP) Certificate Program is a dynamic skills-based certificate of completion course designed to empower managers, team leaders and supervisors to gain or enhance skills that will allow them to set expectations, provide clear and timely redirection of performance or behavior that is ineffective (or inappropriate) and value the unique contribution of each employee through proven listening and encouraging techniques. After taking this course, you will be armed with substantive tools to enhance your career and provide immediate application at work.
  • On-Demand: Reputation Management Certificate Program
    This on-demand, professional development offering is designed as a certificate-of-completion program to equip management-level communicators with a solid perspective of best practices and resources to meet the changing expectations of senior management for Reputation Leadership. Additionally, member participants will be given access to PRSA’s Reputation Management Community, an exclusive online forum offering private access and interactive dialogue with other members taking the course.

Section Events (Industry-Specific Events)


  • Aug. 9–10: InterSections Conference, Anaheim, Calif.
    The PRSA InterSections Conference will feature three distinct Learning Tracks with programming specifically tailored to the needs of technology, financial, entertainment and sports communicators. Attendees will select their Learning Track during the registration process and will join a series of breakout sessions curated by leaders in each industry. The program will also bring attendees together for shared general sessions and networking. Saver Rate Deadline: July 18, 2018
  • Oct. 7–9: International Conference (ICON), Austin, Texas
    The International Conference is headed to the Live Music Capital of the World, Austin, TX! Join us for the PRSA 2018 International Conference, taking place Oct. 7-9, 2018 at the JW Marriott Austin. Saver Rate Deadline: Aug. 24, 2018Click here to reserve your hotel room.
  • Dec. 6–7: PRSA Marketing and Digital Communications Conference, San Diego
    The PRSA Marketing and Digital Communications Conference is an exciting new conference for communication professionals designed to immerse them in the world of integrated marketing communications. Over the course of this fast-paced, unique event, attendees will learn how owned, earned and paid media work together to build communications campaigns that deliver extraordinary results. Saver Rate Deadline: Oct. 18, 2018.

2018 ICON Pre-Con Seminars*

*Pre-registration required. Open to all. Additional registration fees apply. Saturday’s all-day program is $500. Sunday morning programs are $350. Click here to view session descriptions and to register.

  • Oct. 6: Need to Know: Crisis or Disaster “Best Practices” – National Incident Management System and YOU, Capt. Brook DeWalt, APR+M, Lauri-Ellen Smith, APR, Joseph V. Trahan III, Ph.D., APR
  • Oct. 7: PR Strategy: Achieving Measurable Outcomes With Behavioral Planning, Stacey Smith, APR
  • Oct. 7: PR Boot Camp: Key Concepts and Techniques of Effective Public Relations, Robin Schell, APR
  • Oct. 7: Executive Ghostwriting: Helping Senior Leaders Communicate Authentically, Blythe Campbell
  • Oct. 7: Hands-On Crisis Communication Training: Applying “Claim It, Name It and Frame It” to Make Crisis Communication Work for You, Paul Omodt, APR
  • Oct. 7: When to Use Videos — And Learn How to Make Them Yourself, Jason Maderer
  • Oct. 7: Calculating the ROI on Your Communications, Angela Sinickas

2018 District Conferences (Regional Events)

On-Demand Training

Webinars (Free to PRSA Members)

Click here to view an extensive library of on-demand webinars.

Chapter Events (Local Events)

Looking for more Chapter events? Click here to find your local Chapter.

Partner Events/Webinars