Search Professional Development

This series will provide you with key concepts that will enable you to be effective in assisting your clients, improve your own ability to be well-informed from reputable, standards-based sources and better recognize when we are being influenced or manipulated.

Join this webinar to learn how to craft high-impact news releases that capture an editor’s attention quickly.

Join a New York Times reporter, top communications executive and leading national PR agency for the release of a new survey about what journalists want in today’s new landscape.

Most PR pros send pitches that are destined to fail. If your pitch arrives like everyone else’s, it’ll be treated like everyone else’s — it’ll be ignored. In this course, you’ll see how to craft a pitch that gets noticed and gain tools to become a master of the cold email pitch. Discover skills that go beyond the reach of an average PR pro. Effectively measure what you do so your client/employer knows what they’re getting from your efforts.

Popular media pitching coach Michael Smart sees hundreds of successful pitches a year from all industries. From that perch he can tell you what today's time-starved journalists are responding to NOW, and what pitfalls to avoid.

Equip yourself with best practices within digital content strategy, personas, digital storytelling, writing for SEO and the web, digital innovation, and the measurement of digital communication.

The PESO model takes the four media types — paid, earned, shared and owned — and merges them together for an integrated — and measurable — communications program. Most of the industry had adopted the model, but not many truly know how it all works together and drives business results. Join Gini Dietrich, the founder and author of Spin Sucks and creator of the PESO model, to learn how to implement it within your organization. In this three-module course, you will learn: What the PESO model i

The inclusion of video in reporters’ stories continues to increase. Georgia Tech’s media relations team has found repeated success coupling press releases and media pitches with video packages. This webinar will expand on these strategies to explain when incorporating video is the correct approach. We’ll explore how video influences our social media engagements, taking a closer look at gifs, short video segments and live elements.

This on-demand certificate of completion program will equip you with the tools to develop and implement a media relations campaign that evokes emotion, inspires change and helps position your organization as the market leader.

What are smart communicators doing to help their brands succeed as the world and our industry evolves at a pace faster than we have ever experienced? Join this PRSA webinar to hear best practices for keeping up with the ever-changing news cycle and demand for content.

This certificate program will provide journalists and others with an overview of how their skills are relevant to a variety of positions in public relations, as well as the knowledge and tools to adapt them to public relations initiatives.

Even in the face of shrinking newsrooms and overworked journalists, some PR pros are landing more than their share of coverage. Join this webinar to learn from the pitches that landed the top trade publications and blogs in their industries.

For three years, journalists and communicators found common ground during the pandemic. Now that we are moving toward a post-pandemic world, how can communicators continue to work with health care journalists to succeed for their brands?

What journalists want in today’s world has changed. Learn how communicators can bridge the gap between journalists’ wants and their brand’s needs in the new media environment.