Search Professional Development

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

Storytelling is not one-size-fits-all. In this module attendees will learn how to create a storytelling strategy to fit their brand and reach their target audience. Attendees will learn what makes a good story and how to structure it as well as learn when to use different types of multimedia content including video, graphics, 360 and virtual reality. This module will equip attendees with an understanding of which style of content works best for different channels.

You created content. Now what? Great content is most valuable when you get it in front of your target audience. Attendees will learn how to select distribution channels and learn why the PESO model should be a part of a content marketing exposure strategy. This module also will showcase best practice examples and leave attendees with ready-to-implement tips on modern outreach tactics, from SEO to viral outreach.

Social media is constantly evolving, and it is imperative for all Communication and Public Relations professionals stay current on the trends. In this module, attendees will learn how earned media and social media intersect with new social-based media outlets. Understanding the variables of this intersection will aid in pitching content for these channels. Additionally, this module will explain how influencers can be incorporated into their storytelling strategy to drive business goals, as well

While it may be the last step in your content marketing campaign, showing the ROI is one of the most important content marketing components, and one that should be planned at the beginning of your campaign. In this module attendees will learn strategies to help them determine what they should measure and methods to help them set up a measurement program as well as understand key metrics, measurement tools and tricks, and how to create C-suite reports that show ROI.

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 offers in-depth approaches to leveraging key components of marketing, media and advertising to accelerate PR campaign results. Divided into five learning modules, this course will position you to lead integrated marketing communications campaigns from start to finish.

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.

Effective crisis communication can help organizations maintain trust, inspire consumer confidence and build competitive advantage. Recent poorly handled crises in business, government and nonprofits show how ineffective crisis communication can set an organization back significantly. Designed as an on-demand, certificate of completion program, the Crisis Communication Certificate Program will equip management-level communicators with best practices in industry perspectives by sharing resources a

This module will explore the foundations of an effective crisis response including decision criteria and levers of trust. Participants will learn the core principles of effective crisis response. We’ll address the drivers of trust in the context of fulfilling expectations. What would reasonable people appropriately expect a responsible organization to do in this situation? Learn how to quickly prevent reputational harm with the core expectation that the organization cares.

This module will address the case for apologies. We’ll cover the relationship between apologies and litigation, and how to obtain forgiveness through the specific language of apologies.

Social media is a two-edged sword in a crisis. It can provide an early warning, but it also can take on a life of its own. There is both an art and a science to using social media effectively in a crisis. The key is to understand the positive and negative dynamics of social media in crisis, and to use it as part of larger crisis management/crisis response strategy.

This module will cover how to persuade CEOs and other senior executives to make productive decisions and engage stakeholders in a crisis. We’ll address getting CEOs and other executives to communicate effectively in a crisis.

This module provides an in depth look at creating the operational readiness for a crisis. Specifically, how to identify executive's roles in a crisis and developing clear processes. We’ll cover how to establish internal crisis communications response structures and teams while developing processes and protocols for effective rapid response.