Search Professional Development

This program will equip management-level communicators with the tools to build a strategic approach to communication planning that advances diversity, equity and inclusion issues for our profession and in our workplaces to achieve more effective public relationship outcomes.

Advancing Your Communication Strategy in DE&I Certificate Program Module 1. In this module, participants will learn the fundamentals of behavioral strategic planning. Participants will review key steps one must take to understand, communicate within and move the behavior of stakeholders no matter the issue, organization or background of stakeholders.

Advancing Your Communication Strategy in DE&I Certificate Program Module 2. In this module, participants learn how to set DE&I goals and objectives that are achievable, measurable and linked to organizational strategy. They will explore how to make these goals an integral part of an organization’s fabric.

Advancing Your Communication Strategy in DE&I Certificate Program Module 3. In this module, participants explore the environment (landscape) in which DE&I communication is happening, the history that brought us to this point, and the many lenses through which DE&I communication is filtered. They will learn about the most effective and respectful ways to gather information on this subject.

Advancing Your Communication Strategy in DE&I Certificate Program Module 4. In this module, participants explore communication and behavioral science theories and strategies to help design programming and outreach that achieves designated objectives and goals.

Advancing Your Communication Strategy in DE&I Certificate Program Module 5. In this module, participants learn about building objectives and tactics that move behavior in order to achieve DE&I goals.

Advancing Your Communication Strategy in DE&I Certificate Program Module 6. In this module, participants learn about effective methods for evaluating their program, and using that data to adjust or improve programming. They also will briefly explore messaging as part of an overall behavioral DE&I strategy.

Join us for this webinar during which Alex Slater will outline the building blocks for creating and sustaining an agency culture that puts “people first.” Slater will describe the challenges he faced in doing so, the values and principles that underlie his firm, Clyde Group, and the clear business case for building a values-based culture.

In this Case In Point, we will be looking at the use of AI for the analysis of human communications — how can communicators best use the technology in their job, and what are the pitfalls to avoid?

Put down the fire hose and pick up your crystal ball. Change how we approach comms today, lest we die tomorrow.

The Communicating to Manage Performance (CMP) Certificate Program is a dynamic skills-based certificate of completion course designed to empower managers, team leaders and supervisors to build performance every day, through effective, consistent workplace communication. This online course will enable you to take advantage of emerging management best practices that focus on day-to-day behavior and tangible high-performance results.

Acknowledging Ideas promotes creativity and innovation by creating a climate where people’s input is valued and encouraged. This skill application will allow you to learn how and why your team is — and is not — offering ways to improve day-to-day tasks and develop innovative approaches to change the scope of your department or organization. Participants will also find it beneficial to merge other CMP skills with this technique for stronger use and application.

Active Listening enables you to gain information, engage employees and build trust. Participants will discover how to listen in new ways, how to gain information they aren’t hearing the first time and how to support and develop their teams. Utilizing this skill as a thinking process instead of a hearing process enables you to strengthen your relationships at all levels in your organization.

Describing Behavior enables you to communicate clearly and objectively. This course will discuss the necessary reasons why describing behavior is beneficial for both you as the manager and your direct reports. You’ll also discover when to describe behavior and through the online learning application you will learn how to polish your language with this imperative technique.

Giving Corrective Feedback teaches managers how to give effective feedback tor correct behavior that’s not aligned with the organizational mission. This skill also provides behavior-based feedback for employees exhibiting inappropriate communication or action. Correcting performance deficiencies is often difficult, but the 7-step process embedded in this module offers a road map for delivering tough messages and provides a clear outcome for future expectations of performance change.

Giving Positive Feedback helps create the best possible performance by noting and reinforcing effective behaviors and results. In a world where "good job" makes up most of our positive feedback to employees, you’ll see how to provide feedback that’s informative and useful for your team. This builds tremendous trust when others communicate with you, and combined with the skills of Using I-Statements and Describing Behavior allows your professionalism to build in greater ways.

Using I-Statements enables you to express your viewpoint in a way that promotes personal accountability for speaking, listening and collaboration. I-Statements build personal accountability for your management voice and enhance your level of professionalism in providing feedback both positive and corrective.

Content marketing is one of the most in-demand skill sets needed for successful communication professionals today. PRSA’s Content Marketing Certificate Program is designed to teach and empower you to develop content strategies and tactics that deliver quantifiable business outcomes.Designed as an on-demand, certificate of completion course, the Content Marketing Certificate Program will enable you to transition from a traditional communication pro to a content marketing rock star and learn how t

A successful content marketing program is one that is strategic. This module will show attendees why one of the most important parts of their content marketing work should be planning and how they can structure their team for content marketing success — from training internal team members to allocating external work. Additionally, attendees will learn the necessary editorial planning and content management processes needed to execute a successful program. Presenters will share tips on finding st

Communication and public relations professionals need to add content marketing to their skill set to fit into an evolving communications industry where PR, digital, social and marketing all work together to meet a company’s business goals. This module will help attendees understand what content marketing means and how it can help them achieve their objectives. Attendees will learn the principles behind developing a content marketing strategy as well as the various tactics that can be used in con