Counselors Academy
Counselors Academy Section has been connecting senior public relations counselors, from the leaders of established larger firms to independent practitioners, for more than 50 years.
Today, Counselors Academy continues to empower members through closely collaborative relationships, meaningful professional development and education programs, and information on best practices in public relations counseling. All of our members are passionate
about offering their insights and experiences while drawing on the unique perspectives of their peers. We know that by sharing our skills, we do better work.
If you are already a PRSA member and looking to join this Section mid-year, please call the Member Services department at (212) 460-1400 or email: membership@prsa.org.
Counselors Academy 2024 Conference
Member Resources
Nonmember Resources
- Restoring trust in business- models for action + scorecard
- Guide to selecting a public relations firm or consultant
*This is a sneak peek at Member Resources. Join this Section for full access.
Related Learning
Speakers
Schedule
Course runs April 30, May 2 and May 7, from noon to 3 p.m. EDT each day.
Day 1, April 30
- 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, May 2
- 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 7
- 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
Testimonial
“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
Scriptwriter, Westfall Gold