Home / Professional Development / Resources & Toolkits / Purpose-Driven Communications Resources

Purpose-Driven Communications Resources

We live in increasingly complicated times. More and more, communications professionals are faced with situations that prompt discussion on if, when and how societal issues and current events, at home and abroad, should be addressed by their organizations.

To help inform the decision-making process, PRSA has assembled the following array of resources for your use.

Diverse Dialogues

Purpose-driven Communications:
Whether, When, How and Why

Full Description

Recorded Nov. 9, 2023

As the world around us becomes ever more fraught with dangerous and divisive situations, communications professionals are weighing how to address societal issues with their constituencies. Join us for a session of PRSA’s Diverse Dialogues, as we hear from industry leaders on key factors for decision-making on these messages and communications plans.

Paul G. Omodt ABC, APR, Fellow PRSA, owner and principal, Omodt & Associates Critical Communications LLC

Helio Fred Garcia, president, Logos Consulting Group and Executive Director, Logos Institute for Crisis Management and Executive Leadership.

Matt Kucharski, APR, president, Padilla

Alison Taylor, executive director, Ethical Systems

Accreditation Information
Participants with the APR credential earn 0.5 CEUs for a webinar.
Learn more about Accreditation.

What's DEI Got to Do With Me?

Full Description

Recorded: Oct. 26, 2023

The murder of George Floyd by police officers, the #MeToo Movement, the passage of laws targeting members of the LGBTQ+ community, acts of violence against members of the Asian American and Pacific Islander community, and the Supreme Court's Dobbs v. Jackson ruling are changing the view that Diversity, Equity and Inclusion (DEI) is only of interest to those feeling or experiencing discrimination. There's a change in public sentiment as events like these impact larger populations and demographic groups. Shifts in public opinion are being driven by strategic communications at the local, state and national levels. PR practitioners are shaping public discussion.

This webinar will provide a brief history of past initiatives and campaigns, and highlight successful programs and tactics being implemented by PRSA members and Chapters that you can apply in your Chapter, organization and community. You will get a sense of where DEI is headed and how savvy communicators can be at the forefront of this wave.

William Patrick McSweeney, APR, Fellow PRSA
Marsha R. Pitts-Phillips, APR

Participants with the APR credential earn 0.5 CEUs for a webinar.
Learn more about Accreditation.

Bridging Equality:
Communicating Post-U.S. Supreme Court Decisions

Full Description

Recorded: Sept. 13, 2023

Join us at this PRSA Diverse Dialogues event, Bridging Equality: Communicating Post-U.S. Supreme Court Decisions, as we delve into the critical issues surrounding affirmative action in college admissions and anti-discrimination laws. In light of recent Supreme Court decisions, we aim to empower PR and communication professionals with the tools, methods, and approaches to effectively communicate the implications of these rulings, particularly the potential weaker protections for students of color and members of the LGBTQ+ community.

Through an engaging panel discussion, attendees will gain a comprehensive understanding of the legal landscape, messaging challenges, and opportunities to advocate for social justice. Experts in law, diversity, and communication will share their insights on crafting impactful narratives, navigating sensitive topics, and amplifying marginalized voices.

Cayce Myers, Ph.D., LL.M., J.D., APR, Professor and Director of Graduate Studies, Virginia Tech, School of Communication

Participants with the APR credential earn 0.5 CEUs for a webinar.
Learn more about Accreditation.

Beyond the Hashtags:
How PR/Comms Pros Can Drive Unity

Full Description

Recorded: May 19, 2021

Join PRSA Diversity & Inclusion National Committee in celebrating Asian American Pacific Islander Heritage Month and recognizing the essential role ALL diverse communities play in advancing the rights, equality, equity and inclusion of the AAPI community and other Black, Indigenous, and People of Color groups. The program will cover strategies and examples of current partnerships built to combat hate.

Our panelists will discuss how to drive unity through coalition building and authentic allyship, and share tactics for PR/Comms practitioners to implement and activate as we seek to keep unity efforts moving forward.

Scott Shirai, APR, Fellow PRSA, Chair & President of Visual Perspectives

Cheryll Forsatz, VP of PR and Corporate Communications at Ferrero USA
Marsha R. Pitts-Phillips, President and Founder of MRPP & Associates Communications, LLC
Jorge F. D'Garay, President & CEO of MXUS Public Relations


Certificate Program

Advanced Crisis Communications

Designed as an on-demand certificate of completion program, PRSA’s Advanced Crisis Communication Certificate Program will equip communicators with an easy to-use framework to plan for foreseeable crises, as well as prepare you to communicate quickly when the unforeseen occurs.

Learn more