Search Professional Development

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 integrated measurement practices that take into account new goals for attribution models and conversion tactics.

The role of trusted advisor is a critical component for the public relations professional. Are you comfortable asking the tough questions? Introducing dialogue that might be controversial? Challenging the status quo? Effectively positioning yourself in this crucial role is a catalyst for your career. Join us for this webinar as we discuss ways PR/communication professionals can lead with ethics.

Break out of the rut we all fall into when we write about the same thing, the same way. Your prose will jump off the page after this training on writing more succinctly and with greater flair.

Join this session to expand your job search efforts beyond just applying online, and learn a new approach to helping others help you make great career move.

If there’s one thing we’ve learned this year, it’s that “virtual” is not going away anytime soon. Even when we return to “normal,” it will still be an important part of how we deliver presentations and conduct meetings. This engaging program will arm you with strategies for combating Zoom fatigue and overcoming the distractions and disruptions that we and our audiences face in the WFH world.

Participants of this Case in Point will learn how to set organizations up for success before they are faced with misinformation as well as help them navigate through a disinformation crisis.

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.Note: The Certificate is only available to students at participating schools.

Video content has quickly become a nonnegotiable for any brand — but it’s not without its challenges. This webinar will teach you not only how to create great video content with your smartphones but how to launch a video strategy — on any budget.

In this webinar, participants will learn how to best sell PR results in the competitive digital marketing space in 2020.

During this webinar, two longtime agency executives will have a frank discussion (without naming names) about situations they’ve experienced with clients who, despite their counselors’ best advice, made a tough situation worse with bad behavior. They’ll share what went wrong, what could have been done to prevent things from going poorly and how they helped repair client reputations while protecting their own reputations.

The pandemic is unlike any other crisis—never more evident than for those responsible for public relations and marketing in health care. While highly versed in crisis communications, this time it’s different. Rather than dealing with a singular issue, the pandemic is pervasive to people across the globe: 24/7 twists and turns make it intense and excruciating with never-ending demands, ethical dilemmas, constantly changing content and unending expectations requiring undivided attention to reach e

To continue to advance the profession and professional, we must not only advocate for ourselves and have a voice in major business decisions, but we also must do something often neglected: take care of our mind and body. Join a discussion on the state of our wellbeing in our industry and work with attendees to develop their 2021 accountability plan.

As we cautiously ease into the new year, the importance of open and honest communications is top of mind. Public relations professionals in particular face daunting challenges as their publics focus more and more attention on not only the “words,” but also the deeper meaning of those words. Please join moderator Kirk Hazlett, APR, Fellow PRSA, for an in-depth look at the state of ethical communications today from the perspective of leading entrepreneur and philanthropist Craig Newmark, whose own

Join BJ Whitman and Tim O’Brien of PRSA’s Board of Ethics and Professional Standards (BEPS) as they dig into details of a new program BEPS launched in 2020 to help make PRSA’s Code of Ethics more accessible.

Join a discussion on how to take guilt-free vacations that will help attendees come back with renewed energy to tackle their jobs.

Join a New York Times reporter, top communications executive and leading national PR agency for the release of a new survey about what journalists want in today’s new landscape.

Corporate Reputation Management (RM) is a concept at the core of the Communication’s profession — one that has matured into a management discipline over the past 20 years that extends beyond traditional domain of the function. As it has matured and expanded into the realm of business strategy and corporate governance, Communicators are seen as the go-to experts inside their organizations.

Aside from Communications, only the CEO role is structured to care more about Corporate Reputation. Participants will gain perspectives about the increasing pressures facing today’s businesses and its leadership. This module will provide practical tips for framing issues about the company, winning CEO support and partnering with senior leadership to strengthen your organization’s Reputation.

Fitting Reputation into an org. structure can be difficult. In this module, participants will hear from an executive who has managed the evolution while also tying together the concepts of Corporate Reputation, Corporate Brand and Corporate Responsibility.

Google “Reputation Management” and you’ll quickly learn that SEO companies have hijacked the term for “ORM”, rather than the strategic management discipline. At the same time, new digital and social tools present the greatest threat (and opportunity) for your organization’s Reputation. In this module, participants will explore how to connect the dots from an exec who has led the way.