Search Professional Development

Talking about implicit bias as it relates to diversity and inclusion can make some people uncomfortable and reluctant to dive deep for fear of saying the wrong thing. In this judgment-free zone, we’ll step outside our comfort zones to discreetly uncover our own unconscious biases, confront mistaken assumptions and work together to create an environment that allows us to work together to achieve PR and communication goals for our clients, ourselves and PRSA.

Michael Smart, popular PR trainer and coach, studies recent successful media outreach campaigns and shares what makes them work. Examples span all industries and organization sizes.

Maintaining relevant communication skills is one of the most critical needs for successful communication professionals today. PRSA’s Executive Communication Online Series is designed to teach and empower you with strategic knowledge, skills and abilities to develop quantifiable business outcomes.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 busine

Can you provide a knowledgeable response about using research in your organization planning process? Can you explain the difference between primary and secondary research? Do you have a format for developing and writing a public relations plan?This session will discuss research concepts and applications by using a variety of research tools to gather information about the employer or client, industry and relevant issues. Participants will learn formal, informal, quantitative and qualitative metho

Do you understand how to integrate the plan and implementation of your organization’s communication activities with its vision, objectives and strategy? Do you know how to evaluate and report that implementation process for its efficiency and effectiveness?This session will explore the implementation and evaluation of public relations and communication program goals and objectives; will include the sequence of events required to develop successful timelines and budgets executing planned st

Are you prepared to help your organization identify, manage and measure risks in a highly networked and volatile world?This session will help you prioritize and manage a crisis and consider the process for dealing with a crisis. It will also help you identify communication/public relations models and theories, and barriers to communication. Communication models and theories such as Diffusion or the Wilbur Schramm Process Model can be very helpful in projecting the possible course for a group of

Think about the various roles and functions within nonprofit, not-forprofit and for-profit companies. Could you ask intelligent questions about business structure — sole proprietorships, partnerships and corporations? Can you identify ROI for public relations activities in your organization? Are you aware of laws and guidelines for public reporting of annual reports or income statements?This session will discuss ways to motivate and inspire others to build coalitions and communicate vision withi

Ethics-based relationship management is at the heart of the communication function, emerging as a strategic role in managing environments, processes and methodologies in which your organization operates. Are you prepared to provide your organization leadership with the necessary tools, tactics and processes required to manage key stakeholder relationships?In this session, participants will learn the importance of relationship building among key stakeholders (both internal and external) to find m

The importance of public relations as a boundary spanner that counsels organizational leadership on ethics and ethical values of stakeholders cannot be overemphasized; with emerging technologies only adding to this challenge into the future. Are you prepared to help a CEO or a board better understand how legal issues impacting public relations should be handled? Have you routinely considered ethical outcomes in your planning process? Are you prepared for the role of your organization’s &ld

This eye-opening Case in Point will show how brands like BMW, Transamerica and Charter apply this science to exponentially increase PR and communication outcomes. Whether in your first year of PR or a seasoned practitioner, this Case in Point will leave you with an entirely new framework through which to consider how you communicate.

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.

This webinar focuses on how to incorporate appropriate language and imagery with a human lens in public relations campaigns. Strategy and tactical inclusion tips covered during the webinar are centered on person-first, multicultural, LGBTQ+ and economically disenfranchised communities.

Inclusion is part of the employee experience as our industry continues to tackle the lack of diversity among our organizations and teams. This webinar addresses the topic of covering and why inclusion is about bringing your whole authentic self to the workplace.

Based on her years of experience with global support services, Pragya Dubey will introduce the concept of integrated analytics and how to approach impact-based PR measurement in this webinar. She will showcase ready-to-use metrics that are cost effective and scalable to apply across various programs and clients for PR agencies.

The Integrated Communication Certificate Program builds an advanced approach to integrated marketing communications that is specifically built for today’s communication professional. Strategic integrated communication can help organizations streamline their efforts and significantly boost results by focusing on synergy, alignment and measurement.Designed as an on-demand certificate of completion program, the Integrated Communication Certificate Program will equip management-level communicators w

The Integrated Communication Certificate Program builds an advanced approach to integrated marketing communications that is specifically built for today’s communication professional. Strategic integrated communication can help organizations streamline their efforts and significantly boost results by focusing on synergy, alignment and measurement.In this module, participants will gain a true understanding of the concepts of integrated marketing communications, including common misconceptions abou

The Integrated Communication Certificate Program builds an advanced approach to integrated marketing communications that is specifically built for today’s communication professional. Strategic integrated communication can help organizations streamline their efforts and significantly boost results by focusing on synergy, alignment and measurement.In this module, participants will learn best practices for personas to accelerate communications efforts. Participants will receive an overview of ways

The Integrated Communication Certificate Program builds an advanced approach to integrated marketing communications that is specifically built for today’s communication professional. Strategic integrated communication can help organizations streamline their efforts and significantly boost results by focusing on synergy, alignment and measurement.In this module, participants will gain an understanding of how behavior can be understood and influenced, and how to apply that information to today’s c

The Integrated Communication Certificate Program builds an advanced approach to integrated marketing communications that is specifically built for today’s communication professional. Strategic integrated communication can help organizations streamline their efforts and significantly boost results by focusing on synergy, alignment and measurement.In this module, participants will receive an understanding of search engine optimization technique basics and how SEO can be effectively used to boost e

The Integrated Communication Certificate Program builds an advanced approach to integrated marketing communications that is specifically built for today’s communication professional. Strategic integrated communication can help organizations streamline their efforts and significantly boost results by focusing on synergy, alignment and measurement.In this module, participants will learn about ways to build synergy between content, social media, and other messaging channels to boost individual and