Leadership CommuniCation CertifiCate programapps.prsa.org/Learning/Documents/Leadership... · profile and/or resume. LEADERSHIP COMMUNICATION CERTIFICATE PROGRAM LEADERSHIP COMMUNICATION

Leadership CommuniCation CertifiCate programAUg. 20-SePt. 24, 2020

SiX LiVe AND/or oN-DemAND moDULeS

A CertifiCAte ProgrAm

program information

successful Leaders are great Communicators.take your place at the table with the insights you'll learn at thisLeadership Communication Certificate program.

Whether you’re a member of the senior team — or a PR leader whocounsels senior leaders — you can build your leadership communicationskills with this brand-new certification program.

In six live and/or on-demand modules, you’ll explore the best ways to:• Inspire employees, attract and retain customers, secure investors or

donors, and manage operations.• Meet organizational challenges and move the organization ahead.• Strengthen your team’s communications with critical stakeholders.

All modules will be recorded so that participants can listen or reviewthem aer the live date in preparation for the final exam. Additionally,member participants will be given access to PRSA’s Online LeadershipCommunication Community, an exclusive online forum offering privateaccess and interactive dialogue with other participants taking the course.

AUg. 20-SePt. 24, 2020SiX LiVe AND/or oN-DemAND moDULeS

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program information

is course features a combination of presenters, with Blythe Campbell, APR,providing the structure of the core curriculum. Each week, she will bejoined by one or more experts in various aspects of the module’s topicwho will present case studies of how they applied the concepts.

After successfully completing and passing the 18-question, multiple-choice test at the end of the certificate program, participants will beawarded a certificate of completion and digital badge for their LinkedInprofile and/or resume.

L E A DE R S H I P C OM M U N IC AT IONC E RT I F IC AT E P RO GR A M

LEADERSHIP COMMUNICATIONCERTIFICATE PROGRAM

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program information

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Choose this workshop if you:• Are a manager or senior-level PR or communication professional.• Serve on senior leadership teams.• Counsel executives and senior leaders.• Manage leadership communication.• Are a manager or director with more than five years of experience.

You’ll learn how to:• Become a senior leader — and the attitudes and behavior you’ll

need to bring to the table.• Build credibility, communicate authentically and lead ethically.• Cultivate key internal and external audiences. • Build strong relationships with, and among, senior leaders across

the organization.• Evaluate, optimize and communicate the organization’s

leadership culture.• Avoid and resolve communication conflicts.• Design an effective leadership communications program. • Coach leaders to communicate more effectively.• Win leadership support for communication programs and initiatives.

program information

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moDerAtor & Co-PreSeNter:

Blythe Campbell, APR

Blythe Campbell is a senior communications professional with more than30 years of experience in the telecommunications, finance, energy, engineering,government, and nonprofit sectors. Blythe has worked for eight differentCEOs as a member of the executive team responsible for public relations,marketing, and employee communication.

Blythe has presented at regional and national conferences, led workshops,and been a luncheon presenter for civic and industry groups. Her featurearticles have appeared in local, regional and national publications.

Blythe is a speaker, trainer, coach and consultant, specializing in essentialcommunication skills for executives and emerging leaders.

I’ve worked for eight different CEOs as an importantvoice on the senior leadership team. It’s rewarding to earn the trust of senior leaders and help them understand the importance of effective communication –with each other and with their key stakeholders.”

“Blythe Campbell, APRBlythe Campbell Communications

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MODuLE TITLE DATE & TIME

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What’s Different: How to ink, Work and Communicate as a Leader

Building Trust: How to be an Authentic, Ethical Senior Leader

It’s Who You Know: How to Build Powerful Professional Networks

Tone at the Top: How to Make an Impact on the Organization’s Culture

Failure to Communicate: How to Identify and Resolve Conflicts

Map It Out: How to Develop a Communication Plan for Senior Leaders

ursday, Aug. 20, 2020, 3–4:30 p.m. EDT

ursday, Aug. 27, 2020, 3–4:30 p.m. EDT

ursday, Sept. 3, 2020, 3–4:30 p.m. EDT




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LiVe/on-demand moduLes

MODuLE 1: WhAt’S DiffereNt: hoW to thiNk, Work AND CommUNiCAte AS A LeADer

From their position at the top, senior leaders have a different view of theorganization and its place in the world. To succeed, you’ll need a broadknowledge of the internal and external environment — and the ability todetermine where your organization is now, and where it needs to be.

In this module, you’ll learn:

• How senior leaders spend their time.• What attributes make senior leaders successful.• How to use these traits in internal and external communication.

Speaker: Sally WilliamsonCEOSally Williamson & Associates

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ursday, Aug. 20, 2020, 3–4:30 p.m. EDTtt

MODuLE 2: BUiLDiNg trUSt: hoW to Be AN AUtheNtiC, ethiCAL SeNior LeADer


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ursday, Aug. 27, 2020, 3–4:30 p.m. EDTt

Only 47% of people believe that CEOs are credible spokespersons fortheir organizations, according to the 2019 Edelman Trust Barometer.More than two-thirds think it’s important to know a CEO’s personalvalues and success story in order to build trust. Employees have highexpectations for their leaders’ honesty — and don’t think senior leadersare meeting those expectations. In fact, the gap between expectationsand performance is 24 points.

In this low-trust environment, senior leaders must communicateauthentically.In this module, you’ll learn:

• How to build leadership credibility.• Ways to build trust with internal and external audiences.• How to align leader and organizational values.

Speaker: Michelle Egan, APR, Fellow PRSAChief Communications OfficerAlyeska Pipeline Service Company

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Senior leaders spend 70% of their time with internal audiences, mostlytheir direct reports. ey have to fit all external audiences — includingvendors, customers, investors, donors, opinion leaders, communitymembers, and industry/sector partners — into the remaining 30%.

This means that key stakeholders may not get the attention theyneed.

In this module, you’ll learn:

• How to develop your senior leader network.• Which relationships are critical for your success.• How to create and maintain connections with internal and

external audiences.

MODuLE 3: it’S Who YoU kNoW: hoW to BUiLD PoWerfUL ProfeSSioNAL NetWorkS

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ursday, Sept. 3, 2020, 3–4:30 p.m. EDTtt Speaker:

Shawn SmithDirector of Public RelationsWarner Bros.

MODuLE 4: toNe At the toP: hoW to mAke AN imPACt oN the orgANizAtioN’S CULtUre


You’ve read the studies: An organization’s performance is strongly correlated with its culture.

Organizations where leaders create a unique culture, regularly communicate about that culture, and act in accordance with the organization’s values and beliefs have more engaged employees and customers — and more financial success.

In this module, you’ll learn how to:• Shape culture with communication. • Use your own leadership behavior to build and polish the

organization's culture.• Improve organization performance through cultural change.

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ursday, Sept. 10, 2020, 3–4:30 p.m EDTtt Speaker:

Steven CodyCEO and FounderPeppercomm Inc.


Conflict is natural — even necessary — on the senior leadership team.Strong leaders come to the team with different experiences and viewpoints that can lead to better decisions. Sometimes, though, conflict on the senior leadership team has a negative effect on the organization.

In this module, you will learn:

• How conflict starts. • How to avoid letting conflict on the senior leadership team spread

through the organization.• How to use your communication skills and coaching to

resolve conflict.

MODuLE 5: fAiLUre to CommUNiCAte: hoW to iDeNtifY AND reSoLVe CoNfLiCtS

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M.J. Clark, APR, Fellow PRSASenior Leadership ConsultantIntegrated Leadership Systems

MODuLE 6: mAP it oUt: hoW to DeVeLoP A CommUNiCAtioN PLAN for SeNior LeADerS


Every person on the senior leadership team brings a different set ofskills, experience, and communication styles to the table. A strong senior leadership team builds on these strengths to meet organizationalchallenges and move the organization ahead.

In this module, you’ll learn how to:

• Develop a customized leadership communication plan.• Coach organization leaders to communicate more effectively.• Use the included template and worksheets to dra an effective

communications program for the senior leadership team.

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Ana Toro, APR, Fellow PRSAPublic Affairs OfficerCenters for Disease Control & Prevention (CDC)

PRSA MEMBER RATES*

detaiLs & priCing

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Participants with the APR credential earn 1.0 APR Renewal CEUs for each completedsession of this course, for a total of 6.0 Renewal CEUs.

Special Rates are available for groups of five or more. Please contact PRSA for more details.

CONTACTPRSA's Professional Development Department at [email protected]

TO REgISTERvisit: prsa.org/LeadershipComm

Early Bird Rate(Ends July 30 at 11:59 p.m. EDT)

Regular Rate(Aer July 30)

*Global Alliance members qualify for the PRSA Member Rate.

$1,295

$1,495

$1,795

NONMEMBER RATE

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LEARN AS A gROuP

RENEWAL CEus

CANCELLATIONS/REFuND POLICYRefund of the Leadership Communication Certificate Program fee, less an administrative fee of $100, will be made if written notice of cancellation is postmarked no later than July 30, 2020. Registrants whose cancellation requests are postmarked aer July 30, 2020, will not be entitled to a refund. Cancellation of registration for this event must be made in writing and mailed to: PRSA Leadership Communication Certificate Program, 411 Lafayette Street, Suite 201, New York, NY 10003, or emailed [email protected]. If you cannot attend, you may notify PRSA by July 30, 2020, if another person will be attending the Certificate Program in your place. For substitution, nonmembers must pay the appropriate difference in the registration fee.Please call (800) 350-0111 to make this notification.