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PRSA is the preeminent learning organization for PR and communication professionals and offers a wide variety of events, programs and webinars throughout the year.

 

 

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  •  On-Demand Online Course
    Digital Communication Certificate Program Module 2: Developing Personas and Tailoring Messages

    The Digital Communication Certificate Program concentrates on an advanced technical landscape for digital communicators working within branding, social media and content strategy to leverage a variety of digital tools through evolving channels and platforms geared to appeal to different audiences. You can’t effectively deliver your message to your prospects without knowing who they are. You need personas—composite sketches of important segments of your audience. This module will explore be
    Categories: Communication Strategy, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics
  •  On-Demand Online Course
    Digital Communication Certificate Program Module 3: Digital Storytelling

    The Digital Communication Certificate Program concentrates on an advanced technical landscape for digital communicators working within branding, social media and content strategy to leverage a variety of digital tools through evolving channels and platforms geared to appeal to different audiences. Stories sell. They make your key messages memorable. Communication professionals have more platforms and formats than ever before to tell their stories. In this module, participants will discover the c
    Categories: Communication Strategy, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics
  •  On-Demand Online Course
    Digital Communication Certificate Program Module 4: Writing for SEO

    The Digital Communication Certificate Program concentrates on an advanced technical landscape for digital communicators working within branding, social media and content strategy to leverage a variety of digital tools through evolving channels and platforms geared to appeal to different audiences. Google’s algorithm uses hundreds of factors and changes its formula more than once per day. In this module, participants will learn best practices in driving more organic traffic to their website
    Categories: Communication Strategy, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics
  •  On-Demand Online Course
    Digital Communication Certificate Program Module 5: Including Innovation in your Digital Strategy

    The Digital Communication Certificate Program concentrates on an advanced technical landscape for digital communicators working within branding, social media and content strategy to leverage a variety of digital tools through evolving channels and platforms geared to appeal to different audiences. It’s one thing to talk about innovation but another to truly build it into your communication efforts’ DNA. Participants will learn how to apply new technologies to their business strategy,
    Categories: Communication Strategy, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics
  •  On-Demand Online Course
    Digital Communication Certificate Program Module 6: Measuring your Digital Communication Efforts and Strategy

    The Digital Communication Certificate Program concentrates on an advanced technical landscape for digital communicators working within branding, social media and content strategy to leverage a variety of digital tools through evolving channels and platforms geared to appeal to different audiences. As Peter Drucker said, “If you can’t measure it, you can’t improve it.” How do you determine which metrics truly matter and how do you benchmark against them? In this module par
    Categories: Communication Strategy, Measurement & ROI, Media Relations, Social Media, Techniques & Tactics
  •  On-Demand Webinar
    Earned Media Tips for a New Era

    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.
    Categories: Communication Strategy, Emerging Trends, Media Relations, Techniques & Tactics
  •  On-Demand Webinar
    Employee Engagement in the 2020 Era

    Employees are at the heart of so many of the issues companies face today – and their voices must be heard. In this session, Porter Novelli will unpack hot-off-the-presses data shining a light on the intersection of COVID-19 considerations, social justice and diversity, equity and inclusion (DE&I). Presenters will then examine case studies of employee engagement in this new era – highlighting how employees can feel involved as we all navigate to a new normal.
    Categories: Communication Strategy, Diversity & Inclusion, Leadership & Management
  •  On-Demand Online Course
    Executive Communication Online Series

    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
    Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
  •  On-Demand Online Course
    Executive Communication Online Series Module 1: Research & Planning

    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
    Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
  •  On-Demand Online Course
    Executive Communication Online Series Module 2: Implementation & Evaluation

    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
    Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
  •  On-Demand Online Course
    Executive Communication Online Series Module 3: Managing PR & Communication Issues

    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
    Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
  •  On-Demand Online Course
    Executive Communication Online Series Module 4: Leading the PR & Communication Function

    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
    Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
  •  On-Demand Online Course
    Executive Communication Online Series Module 5: Managing Relationships

    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
    Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
  •  On-Demand Online Course
    Executive Communication Online Series Module 6: Applying Ethics & Law

    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
    Categories: Accreditation Preparation & Maintenance, Communication Strategy, Crisis & Reputation, Ethics, Executive Level, Leadership & Management
  •  Case in Point
    How BMW, Transamerica and Charter Optimize PR Outcomes With Behavioral Science

    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.
    Categories: Communication Strategy, Emerging Trends
  •  On-Demand Online Course
    How the PESO Model Changes the Conversation for Communicators

    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.
    Categories: Communication Strategy, Media Relations, Social Media, Techniques & Tactics
  •  On-Demand Webinar
    Integrated Analytics: Connecting Communications and PR Activities to Business Impact

    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.
    Categories: Measurement & ROI
  •  On-Demand Online Course
    Integrated Communication Certificate Program

    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
    Categories: Communication Strategy, Emerging Trends, IMC- Integrated Marketing Communications, Measurement & ROI, Social Media, Techniques & Tactics
  •  On-Demand Online Course
    Integrated Communication Certificate Program Module 1: Integrated Marketing Communications (IMC Concept Review)

    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
    Categories: Communication Strategy, Emerging Trends, IMC- Integrated Marketing Communications, Measurement & ROI, Social Media, Techniques & Tactics
  •  On-Demand Online Course
    Integrated Communication Certificate Program Module 2: Building Cross-Channel Personas

    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
    Categories: Communication Strategy, Emerging Trends, IMC- Integrated Marketing Communications, Measurement & ROI, Social Media, Techniques & Tactics