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Integrated Communication Certificate Program

The Integrated Communication Certificate Program builds an advanced approach to integrated marketing communications that is specifically built for today’s communication professional. Strategic integrated communication can help organizations streamline their efforts and significantly boost results by focusing on synergy, alignment and measurement.

Designed as an on-demand certificate of completion program, the Integrated Communication Certificate Program will equip management-level communicators with best practices within integrated marketing concepts for specific audiences in order to develop integrated strategies and tactics that work together to boost results and effectively manage your work in a planned, synchronous fashion.

This Certificate Program is designed for:

  • Manager and senior-level PR and communication professionals.
  • Professionals who are responsible for corporate communication.
  • Any professional responsible for managing a corporate communication team.
  • Leaders charged with advising other executives.
  • Professionals responsible for managing digital communications.
  • Marketing professionals.
  • Managers with five or more years of experience.

By the end of this Certificate Program, participants will be able to:

  • Understand advanced concepts of integration in the context of public relations and communications projects.
  • Apply integration strategy across multiple channels to drive stronger results in faster, more efficient manner.
  • Understand digital marketing and SEO strategies to create more cohesive integrated plans.
  • Enhance social media and content skills to build stronger synergy between channels.
  • Create effective goals and measurements to determine success metrics and create a continuous improvement feedback loop.



 Full Course
(All 6 Modules)
PRSA Members$975$195


Learning Modules in this Course

Click on the titles below to read more about each module.

Module 1
Integrated Marketing Communications (IMC) Concept Review

In this module, participants will gain a true understanding of the concepts of integrated marketing communications, including common misconceptions about the practice. Participants will learn why IMC is a much more powerful communications method than traditional outreach methods and hear examples of successful IMC project results.

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

  • Understand the importance of a core strategy statement.
  • Develop cross-channel strategies for communications.
  • Identify ways to apply core concepts of IMC to ongoing communications campaigns.

Module 2
Building Cross-Channel Personas

In this module, participants will learn best practices for personas to accelerate communications efforts. Participants will receive an overview of ways to rapidly develop and implement personas for daily communications routine and key behaviors to identify and incorporate into outreach efforts.

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

  • Use a framework to build personas quickly.
  • Understand the primary characteristics of personas used by communicators.
  • Define ways to incorporate personas into daily communications tactics.

Module 3
Identifying and Influencing Audience Behavior

In this module, participants will gain an understanding of how behavior can be understood and influenced, and how to apply that information to today’s communications campaigns. Additionally, participants will learn about behavior basics and why communicators are turning to persona-based audience definition and hear takeaways from viral IMC campaigns with behavior-based strategies.

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

  • Understand the reasons why what audiences do is more important than who they are.
  • Evaluate target audience behaviors for communications purposes.
  • Create communications strategies to motivate desired behaviors.

Module 4
Using Digital Marketing and SEO Tactics to Build Integration

In this module, participants will receive an understanding of search engine optimization technique basics and how SEO can be effectively used to boost earned media results, from optimizing press releases to creating owned media that will get exposure in search engine news results. In addition, the instructors will demonstrate how SEO plays an ever-growing role in the world of communications.

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

  • Explain the basics of SEO and how it intersects with communications.
  • Create optimized press releases and content.
  • Work with SEO teams to align their communications efforts.

Module 5
The Role of Content and Social Media in Effective Integration

In this module, participants will learn about ways to build synergy between content, social media, and other messaging channels to boost individual and overall results. Concepts like message alignment, timing, and familiarity across channels will be covered as well as the importance of understanding specific audience behaviors as they relate to curating and absorbing information.

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

  • Analyze current campaigns to find opportunities for linking content, social media and communications tactics.
  • Strategize ways to synchronize content and social media with traditional outreach efforts.
  • Apply test and learn practices to continuously improve integration results across content and social media channels.

Module 6
Measuring Integrated Marketing Communications

In this module, participants will learn integrated measurement practices that take into account new goals for attribution models and conversion tactics. The focus of this module will be understanding how to measure and report the ROI of communications campaigns in today’s integrated world.

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

  • Create effective goals and measurements to determine success metrics.
  • Understand the role of iterative measurement and adopt a “test and learn” approach to communications.
  • Manage their time to incorporate testing practices for stronger results.

Course Length

Course Duration: Approximately 5–6 hours
Module Duration: Approximately 45–60 minutes



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

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