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Gain a clear understanding of public relations and communications concepts and techniques through lectures, case study presentations, discussions and group exercises. Examine the theory and practice of major issues facing the profession.

In this feature-story structure workshop, you’ll learn a writing structure that’s been proven in the lab to grab readers’ attention, pull them through the piece and leave a lasting impression.

This virtual, interactive workshop is designed to be an immersive learning experience focused on how to create strategic, authentic and nimble crisis response.

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.

In this fresh take on advanced IMC techniques, learn how to incorporate newer trends like storytelling, influencer marketing and AI into your integration strategies and tactics to help create a seamless, transparent journey for every audience.

This dynamic skills-based program will empower managers, team leaders and supervisors to achieve high-performance performance every day, through effective, consistent workplace communication based on emerging management best practices.

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.

This comprehensive e-learning course teaches communicators how to use integration as a powerful tool in any communications practice. This five-hour course provides a review of integrated marketing concepts, followed by ways to learn about your specific audiences, develop integrated strategies and tactics that work together to boost results, and effectively manage your work in a planned, synchronous fashion.

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 Executive Communication Online Series, consisting of six sessions, will enable you to transition from a traditional communication pro to an expert strategic communicator aligning with specific business goals. Throughout the program, you’ll be learning skills you can start applying to your work immediately.

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.

Gaining the Certificate in Principles of Public Relations differentiates you from other new college graduates in public relations and related majors who have not passed the Certificate examination. This course helps you prepare for taking the computer-based examination.

The concept of Corporate Reputation Management is at the core of the communications profession. As Reputation Management has matured and expanded into the realms of business strategy and corporate governance, communicators are seen as the go-to experts on reputation management inside their organizations.

This certificate program will equip management-level communicators with the knowledge of how to build a strategic, behavioral public outreach plan that will move the needle on stakeholder action, not just opinions, to achieve more effective public relationship outcomes.

This comprehensive e-learning course encompasses every major writing skill and technique required of a professional media relations communicator. Divided into four learning modules, this turnkey program covers the cornerstones of today’s demanding PR writing skillset, including thinking and writing like a journalist, ensuring clean and flawless copy, writing superior press releases and pitches, and applying creativity and style for greater impact.

Participants in this session will learn why writing using AP style is important if your primary audience is the media, and how to use the AP Stylebook as a standard reference guide.

This session will explain the power of the written word and illustrate how, with just 10 easy tips, you can significantly improve your writing and the reader’s understanding of what you are trying to communicate. The most respected professionals know that writing well is imperative to effective communication.