Professional Development Catalog · APRIL 24, 2018 SECRETS OF THE PR STARTUP: ... webinar FOLLOW ALONG #PRSAWebinars TO REGISTER ... 2.0 APR Maintenance

ProfessionalDevelopmentCatalog

2018

Dear Public Relations and Communication Professionals:

PRSA is a learning organization; it’s fundamental to our existence. We’re members of a profession where the rate of change is fast, exciting, challenging — and accelerating. For each of us, the difference between excellence and irrelevance is professional development that never stops. This catalog featuring PRSA’s professional development offerings is here to provide you access to learning that will make a difference for your career, and we hope you’ll take advantage. PRSA welcomes your input on the professional development content that matters most to you, as we must all strive for continuous improvement — and that includes our Society and professionals like you and me! Best regards,

Anthony D’Angelo, APR, Fellow PRSA 2018 National ChairPublic Relations Society of America

PRSA Board of Directors

OFFICERS

Anthony W. D’Angelo, APR, Fellow PRSA Chair

Debra D. Peterson, APRChair-Elect

T. Garland Stansell, APRTreasurer

Ronele M. Dotson, APRSecretary

Jane Dvorak, APR, Fellow PRSAImmediate Past Chair

DIRECTORS

Joseph Abreu, APRRick Batyko, APR, Fellow PRSAAmy T. Coward, APR, Fellow PRSAMichelle Egan, APR, Fellow PRSARobert T. Hastings Jr., APR+M, Fellow PRSAJo Ann S. LeSage Nelson, APRAndrew McCaskill, APRMichelle A. Olson, APRBob “Pritch” Pritchard, APR, Fellow PRSAScott Wesley Thornburg, APRSamantha Villegas, APRKevin M. Waetke, APR

SENIOR COUNSEL

Felicia Walker Blow, APRRaymond L. Kotcher, Fellow PRSA

Joseph P. Truncale, Ph.D., CAE Chief Executive Officer

Table of Contents

Professional Development Committee:

Rita TateelChair

Accreditation Marketing Committee:

Holley Mangham, APRChair

Universal Accreditation Board (UAB):

Mitchell E. Marovitz, Ph.D., APR, Fellow PRSAChair

Judy Katzel, APRImmediate Past Chair

Webinars ...................................................................................4

APR Boot Camp .........................................................................5

Workshops .................................................................................6

Certificate Programs ................................................................13

Reputation Risk Management ........................................13Measurement and Analytics ...........................................14Communicating to Manage Performance ........................15Reputation Management ...............................................16Crisis Communication ....................................................17

Case in Points ..........................................................................18

On-Demand Learning ...............................................................19

Conferences ............................................................................20

InterSections Conference ...............................................20

Marketing and Digital Communications Conference .......21

Professional Interest Section Conferences .....................22

PRSA International Conference ......................................23

Partnerships ............................................................................24

As a guide to support your professional development journey, PRSA offers three suggested learning levels: Foundational, Intermediate and Advanced.

All courses, dates, times and prices in this catalog are subject to change. Please visit www.prsa.org/pd for a comprehensive list of professional development offerings and details.

Webinars

JAN. 18, 2018 WHAT’S NEXT IN PR WRITING?

JAN. 30, 2018 HOW TO DEVELOP THE MINDSET OF A FUTURIST

FEB. 6, 2018 NEW RULES FOR MEDIA PITCHING IN 2018: WHAT’S WORKING AND WHAT’S NOT IN RAPIDLY SHIFTING MEDIA LANDSCAPE

FEB. 15, 2018 MODERN GHOSTWRITING: HELPING SENIOR LEADERS CREATE AUTHENTIC COMMUNICATION

MARCH 13, 2018 MANAGING YOUR PROFESSIONAL IMAGE

MARCH 15, 2018 READABILITY AND REPUTATION

APRIL 12, 2018 COMMUNICATING CAUSE: FIVE THINGS WE GET WRONG IN SOCIAL CAUSE COMMUNICATION

APRIL 19, 2018 TELLING THE STORY WITH YOUR DATA: MAKING THE CASE TO THE BOSS

APRIL 24, 2018 SECRETS OF THE PR STARTUP: LESSONS FROM THE FIRST THREE YEARS IN BUSINESS

MAY 1, 2018 IN THE WAKE OF TRAGEDY: BEST PRACTICES FROM ORLANDO’S NIGHTCLUB SHOOTING

MAY 10, 2018 CSR STORYTELLING: HOW TO PERSONALIZE A SOCIAL ISSUE AND ELEVATE YOUR BRAND

MAY 17, 2018 READING, WRITING AND ROI

MAY 22, 2018 RESPONSE TO CONTROVERSIAL EXTERNAL EVENTS: CORPORATE CHARACTER PUT TO THE TEST

JUNE 5, 2018 MAKE VIDEO WORK FOR YOU: DRIVING MEDIA OUTREACH AND SOCIAL MEDIA ENGAGEMENT

JUNE 7, 2018 TRENDING TECHNOLOGY TACTICS FOR THE INTERNAL COMMUNICATIONS PROFESSIONAL

JUNE 14, 2018 BUILDING EFFECTIVE CRISIS RESPONSE STRATEGIES IN AN OMNI-CHANNEL AGE

JUNE 19, 2018 SUPERCHARGE YOUR PR WRITING FOR BETTER RESULTS

JULY 17, 2018 TURN ON YOUR IDEA MACHINE (TO GENERATE MORE PUBLIC RELATIONS AND MARKETING BUZZ)

JULY 19, 2018 WRITING BOOT CAMP

SEPT. 4, 2018 TIMELY TALENT TRAINING AND TALK

SEPT. 20, 2018 GET OPENED, CLICKED, READ AND SHARED

NOV. 6, 2018 GET MORE MEDIA COVERAGE: QUICK CHANGES TO OUTREACH THAT YIELD BIG RESULTS

NOV. 15, 2018 MASTER THE ART OF THE STORYTELLER

DEC. 11, 2018 ELEVATE THE QUALITY OF YOUR PERFORMANCE

FORMATLIVE

ON-DEMAND

LOCATIONONLINE

DATE(S)Various

TIME/DURATION1 hour

3 p.m. ET

PRICEMembers: Free

Nonmembers: $200

SUGGESTED LEVELFoundational/Intermediate

ACCREDITATION1.0 APR

Maintenance Credit per

webinar

FOLLOW ALONG#PRSAWebinars

TO REGISTERwww.prsa.org/pd

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2 018 P ro fe s s i o n a l D eve l o p m e n t C a t a l o g | We b i n a r s

The APR Boot Camp is a three-day intensive course for candidates to prepare for and be Advanced through the Panel Presentation™, and take the computer-based Examination for Accreditation in Public Relations (APR) or Accreditation in Public Relations + Military Communication (APR+M). This course is designed to provide a setting that will meet the needs of busy professionals whose schedules don’t permit extensive preparation time.

This course is designed to provide a setting for busy professionals to focus on final preparations. We strongly recommend that candidates complete previous preparations through their local Chapter, on their own or by taking the APR Online Course.

(This is not a seminar for those beginning their APR journey.)

PRESENTER (DAY 1)Elizabeth M. Smith, MBA, APR2015 chair of PRSA Mid-Atlantic District; president of Integrated Communications Ventures

PRESENTERS (DAYS 2 & 3)Jason S. Kirsch, APRSenior counselor, PRWorks, Inc.(Facilitates the computer-based Examination preparation on days 2 and 3)

Amy B. Hill, APRCommunications Director, Pennsylvania Catholic Conference(facilitates the computer-based Examination preparation on days 2 and 3)

FORMATIN-PERSON

LOCATION

Harrisburg University, Harrisburg, Pa.

Lansing, Mich.

DATE(S)April 4–6 (Harrisburg)

Sept. 12–15 (Lansing)

TIME/DURATION8:30 a.m.–5 p.m.

8:30 a.m.–Noon (last day)

PRICEDays 1, 2 and 3

(either APR or APR+M)PRSA Members: $400

Nonmembers: $400

Day 1 Only (either APR or APR+M)

PRSA Members: $80 Nonmembers: $80

Days 2 & 3 Only (either APR

or APR+M) PRSA Members: $320

Nonmembers: $320

SUGGESTED LEVELFoundational

ACCREDITATIONN/A


APR Boot Camp

5

Seminar:

Effective Crisis Response

DAY 1: PLACEMENTS WITHOUT PITCHING: BUILDING MEDIA RELATIONSHIPSThis portion will focus on laying the foundation required for superior pitching success. You’ll discover Smart’s unique approach to building a strong network of journalists and other influencers who know, like and TRUST you.

He will give you a step-by-step process for connecting with contacts who might trust a specific source one day only to doubt that source the next. And he’ll expand your thinking to build your network of contacts well beyond the world of journalists — to focus on creative and innovative opportunities for reaching your audience that most PR pros miss.

DAY 2: CRAFTING THE PERFECT PITCH: BOOST YOUR PLACEMENTS WITH PROVEN FORMULAS FOR SUCCESSPR pros who get more and better placements tend to have very different careers compared to those who never “crack the code” for successful pitching. These PR pros earn industrywide respect for their work and enjoy more opportunities for career advancement.

The strategies you learn in this day of the workshop have been used by previous attendees to get coverage in top-tier national media such as the front page of The New York Times, in The Wall Street Journal and USA Today, and on CNN and NBC’s “Today.”

You’ll hone your skills by learning from DOZENS of successful pitches that have landed major placements. And you’ll begin applying what you’re learning immediately during the training.

While average PR pros are finding it more difficult to get emails opened and to earn attention from journalists and influencers, this two-day event will put you on a path toward creating superior results in PR with far less work.

If you aren’t experiencing the success you want with your pitching and network of contacts, enroll today!

For best results, most attendees attend for both days. But each day does stand on its own, so you do have the option to register for only one if that’s all your schedule will allow.

PRESENTERMichael SmartPrincipal MichaelSMARTPR

FORMATIN-PERSON

LOCATION

Chicago

DATE(S)March 22–23, 2018

TIME/DURATION9 a.m.–5 p.m.

PRICEFULL TWO-DAY WORKSHOP

Members: $1,080Nonmembers: $1,280

EITHER DAY INDIVIDUALLYMembers: $615

Nonmembers: $715



Maintenance Credits

FOLLOW ALONG#PRSAMRMasters


Secrets of Media Relations MastersDiscover How to Craft the Perfect Pitch and Get Placements With Pitching

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2 018 P ro fe s s i o n a l D eve l o p m e n t C a t a l o g | S e m i n a r s

Take a deep dive into the key aspects of the public relations profession. Whether you are a journalist, new graduate, transitioning from another field, new in your position or wanting to learn more about public relations, this overview with Robin Schell, APR, Fellow PRSA, will provide you with the knowledge you need. Gain a clear understanding of public relations and communications concepts and techniques through lectures, case study presentations, discussions and group exercises. Examine the theory and practice of major issues presently facing the public relations profession and participate in hands-on teamwork as you create your own public relations plan based on a case study.

BY THE END OF THIS WORKSHOP, PARTICIPANTS WILL BE ABLE TO:• Understand how to transition into the public relations profession.• Define the challenges and opportunities of the public relations

profession.• Design a 10-step public relations program including setting goals and

tactical execution.• Explain how to measure public relations effectiveness.• Describe how to create effective external/internal communications.• Demonstrate understanding how to handle crisis communications.• Understand ethics guidelines.• Define research methodologies.• Understand how to create and present a public relations plan.

PRESENTERRobin Schell, APR, Fellow PRSASenior Counsel and PartnerJackson Jackson & Wagner

FORMATIN-PERSON

LOCATIONSan Francisco

DATE(S)March 28–29, 2018

TIME/DURATIONMarch 28: 9 a.m.–5 p.m.March 29: 9 a.m.–3 p.m.

PRICEMembers: $849

Nonmembers: $999



Maintenance Credits

FOLLOW ALONG#PRBootCamp


PR Boot CampKey Concepts and Techniques of Effective Public Relations

Executive Presence for PR Professionals: Stand Out With Compelling Messages and Engaging Stories

You are a leader, a rising star, an independent practitioner, or an expert in your field. But how do you stand out from the crowd? Executive presence is no longer a nice-to-have in the global arena — it is essential to win the next deal, land the next assignment, lead a great team, impact change and drive the bottom line.

Solid executive presence is the net effect of how you act, look and communicate. It puts you in the driver’s seat of your success. This program will help you recognize your greatest professional qualities and help you stand out from the competition.

During this workshop, you will acquire skills through hands-on group exercises and coaching. A typical half-hour includes 10 minutes of briefing and 20 minutes of discussion and practice. After attending, you’ll have the skills to manage your personal brand and presence, craft a compelling message and tell engaging stories to support your message.

KEY BENEFITS

• Understand how others perceive you compared to your own self-image.• Practice mindfulness to stay in the present moment.• Map out memorable stories in a logical, simple format.• Appeal to the five senses to best deliver your messages with authenticity.• Focus on your personal brand and strengths to come across with great

presence.

Additionally, each participant will receive a copy of the book, “Simply Said”.

PRESENTERJay SullivanManaging Partner Exec-Comm LLC

FORMATIN-PERSON

LOCATION

New York

DATE(S)May 11, 2018


PRICEMembers: $615

Nonmembers: $715



Maintenance Credits

FOLLOW ALONG#PRSAExecPresence


8

Crisis Communication Master Class

The PRSA Crisis Communication Master Class is a professional development offering that is designed as an in-depth, in-person, two-day immersion in advanced best practices in crisis communication. The in-class instruction, role-play and exercises are structured to help participants master crisis communication best practices through real-world work.

The master class dives into advanced crisis communication tactics and strategies by having participants apply the principles learned through in-class activities within the related subjects of Foundational Principles of Crisis Response, Obtaining Forgiveness, Storytelling in a Crisis, Getting Executive Buy-In, Social Media and the Diffusion of Power, and Operational Readiness.

After concluding the PRSA Crisis Communication Master Class, participants can optionally take an online examination to assess their mastery of content. Participants who participate in the two-day Master Class and successfully complete the post examination will receive a Certificate of Completion.

Additionally, each participant will receive a copy of the book, “The Agony of Decision: Mental Readiness and Leadership in a Crisis”.

CRISIS COMMUNICATION MASTER CLASS CURRICULUM / CASE STUDIES (SUBJECT TO CHANGE):

1. Foundational Principles of Crisis Response2. Obtaining Forgiveness3. Storytelling in a Crisis4. Getting Executive Buy-In5. Social Media and the Diffusion of Power6. Operational Readiness7. Avoiding Crisis Missteps8. Course Wrap-Up, A Path Forward, and Next Steps

PRESENTERSHelio Fred GarciaPresident Logos Institute for Crisis Management and Executive Leadership

Adam TiouririneSenior Fellow Logos Institute for Crisis Management and Executive Leadership

FORMATIN-PERSON

LOCATION

Chicago

DATE(S)June 2018

TIME/DURATIONDay 1: 9 a.m.–5 p.m.Day 2: 9 a.m.–5 p.m.

PRICETWO-DAY MASTER CLASS

Members: $849Nonmembers: $999

SUGGESTED LEVELAdvanced


Maintenance Credits

FOLLOW ALONG#CrisisCommMC


9

10

Public Relations Strategic Planning: A Comprehensive, Behavioral and Measurable Strategic Planning Approach

Too often our strategic plans are short-changed by time, budget and know-how. This workshop will teach you how to build a comprehensive, behavioral strategic plan, plus give you an opportunity to begin to develop the framework of a strategic plan you can use.

Bring your current organization and department goals. We will identify priority audiences, opinion leaders, behavioral goals, latent readiness and research needs before doing an environmental scan. After learning about relevant strategies and theories for achieving behavioral goals critical for effective outcomes, we will identify and outline activities and a timeline. Finally, we will determine how to evaluate the plan to prove its worth.

This workshop is designed for practitioners who are responsible for their department’s (or client’s) strategic plan, or are a key voice in its development.

YOU WILL LEARN:• Critical, need-to-have elements in an effective strategic plan.• What elements in your strategic communications plan needs buy-in from

other parts of your organization.• How to focus your plan on outcomes rather than outputs.• How effective evaluation starts with setting quality behavioral goals at the start.• Sample plans that will be explored in order to understand a variety of

approaches that can be taken given differing organizational styles and cultures.

THE WORKSHOP WILL BE DIVIDED AS FOLLOWS:• Preliminaries for a solid plan with buy-in from those to whom you report.

• Aligning departmental goals with organization goals.• Prioritizing audiences.• Identifying specific behavioral goals.

• Building the core plan.• Understand seminal behavioral strategies and techniques

necessary for building an effective plan.• Identify latent readiness to act (or not act).• Develop a continuum of behaviors by audience.• Brainstorm triggering events both manufactured and naturally occurring.• Blend triggers and activities to move behavior.• Design methodology for evaluation along the way.

• Narrow and refine.• Prioritize and prune a plan given budget restrictions, manpower

and timelines.

PRESENTERStacey Smith, APR, Fellow PRSASenior Counsel and Partner Jackson Jackson & Wagner

FORMATIN-PERSON

LOCATION

TBA

DATE(S)Spring 2018


PRICEMembers: $615

Nonmembers: $715



Maintenance Credits

FOLLOW ALONG#PRStrategicPlanning


11

Visual Content and Media Relations: Best Practices for Using Visual Storytelling Tactics in Media-facing Assets & Beyond

Visual storytelling done well increases engagement, explains and summarizes complex information, speeds up comprehension, tugs the heartstrings and motivates action. This is why visuals are now at the heart of brand identity and content creation to a greater degree than ever before.

Audiences want visually engaging, multi-media, and social-friendly content. And they want stories that animate that content.

This workshop will discuss tactics for creating and sharing highly branded, engaging and transferable media-facing assets.

YOU WILL LEARN:

• The value of visual storytelling tactics and how to incorporate them into your media relations practices.

• How the shift to digital has transformed how journalists research story ideas, and what this shift means for PR professionals.

• How journalists prefer to receive news releases and what they want with them.

• What assets journalists want access to, and how to create and share branded, media-friendly assets.

• Tactics for keeping your branding consistent, and elevating your brand in releases and beyond.

• How to maximize your media-facing assets for social media and mobile.• Ten tactical tips for making the most of email in your media relations

efforts.• Tips for both inbound and outbound media relations tactics.

PRESENTERMalayna Evans, Ph.D.Managing Partner PWR New Media

FORMATIN-PERSON

LOCATION

Washington, D.C.

DATE(S)Sept. 21, 2018


PRICEMembers: $615

Nonmembers: $715



Maintenance Credits

FOLLOW ALONG#VirtualStorytelling


1 2

Essential Communication Skills for Leaders: The Digital Edition

Successful leaders are great communicators who use a variety of oral, written and nonverbal communication skills to inspire employees, attract and retain customers, secure investors and manage operations.

Those essential communication skills haven’t changed, but technology has forever changed the expectations for leadership communication. Trust in institutions and their leaders is at an all-time low, and the 24-hour news cycle means leaders must communicate quickly and decisively — often in mediums they aren’t familiar or comfortable with.

Technology has also given leaders more tools to communicate with internal and external stakeholders. Used correctly, these tools can help leaders provide more timely and relevant information – and extend their thought leadership well beyond their local communities.

In this fast-paced workshop, you’ll learn how technology impacts leadership communication, the digital communication skills every leader must have, and how you can work with leaders to effectively use digital channels for:

• Communicating context, vision, strategy and structure.• Building strong internal and external networks.• Connecting with clients, customers and donors.• Managing a remote workforce.• Engaging stakeholders in two-way communication.• Communicating authentically.

This workshop is designed for executives and emerging leaders, and the PR professionals who counsel them.

PRESENTERBlythe Campbell, APRSenior Director of Communications and Marketing NANA Development Corporation

FORMATIN-PERSON

LOCATION

TBA

DATE(S)November 2018


PRICEMembers: $615

Nonmembers: $715



Maintenance Credits

FOLLOW ALONG#EssentialCommSkills


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FORMATLIVE

ON-DEMAND

LOCATIONONLINE

DATE(S)Wednesdays,

May 16–June 20, 2018

TIME/DURATION3–4:30 p.m. ET

PRICEMembers Early-Bird: $1,295

Members Regular: $1,495Nonmembers: $1,795

SUGGESTED LEVELIntermediate/Advanced

ACCREDITATION1.0 Maintenance

Credit per module for a total of

6.0 Credits

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M A N A G E M E N TR E P U TAT ION R I S K

C E RT I F IC AT E P RO GR A M

6 LIVE AND/OR ON-DEMAND MODU L E S

M A N A G E M E N T

In the wake of unprecedented, high-profile and devastating corporate crises, Reputation Risk has emerged as the No.1 most important strategic risk for every organization. CEOs and Boards need someone to tackle these risks for them — with more than just a crisis management plan. Communicators have an opportunity to meet this need for leadership by implementing a low-tech, high-touch, cross-functional process that gives senior management confidence that Reputation Risk is well-managed.

The Reputation Risk Management (RRM) Certificate Program is designed to equip management-level communicators with advanced perspective, best practices and a practical, implementation-ready approach to managing Reputation Risk.

This brand-new professional development offering is designed as a live, online series of six modules and will launch on May 16, airing each consecutive Wednesday from 3–4:30 p.m. EDT (May 23, May 30, June 6, June 13 and June 20). All modules will be recorded so that participants can review them after the live airing. Additionally, participants who are PRSA members will be given access to PRSA’s Reputation Management Community, an exclusive online forum offering private access and interactive dialogue with other members taking this course.

After successfully completing a multiple-choice test at the end of the 6-week program, registrants will be awarded a certificate of completion and digital badge for their LinkedIn profile and resume.

REPUTATION RISK MANAGEMENT MODULES:• Introduction and Case Studies: Reputation Risk: a Low-Tech, High-Touch,

Cross-Functional Approach• Differentiating and Marketing in a Volatile Reputation Risk Environment • CSR and Sustainability as a Path to Reputation Risk Mitigation • Integrating Reputation Risk and Crisis Management Planning/Preparation/

Execution• Enhancing Enterprise-Wide Communication and Reputation Risk Coordination

Capabilities• Shaping Internal Culture as Highest-Level Reputation Risk Mitigation

OBJECTIVES OF THE REPUTATION RISK MANAGEMENT CERTIFICATE PROGRAM:1. Understand the intersection of Enterprise Risk Management and Reputation

Risk: Why Is It Such a Big Problem and Why Is the Current Approach Incomplete?2. Learn how to leverage the communicator’s skill set to build on existing

infrastructure, engage other functions and deliver real value that addresses the biggest risk faced by your organization.

3. Apply a new approach that builds on your organization’s unique strengths to deepen understanding of existing Reputation Risks, identify and monitor emerging risks, enhance existing mitigation efforts, and develop new Reputation Risk Management strategies.

MEASUREMENT

DATAM E A SU R E M E N T A N D A NA LY T IC SC E R T I F I C AT E P R O G R A M

6 L I V E A N D / O R O N - D E M A N D M O D U L E S

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MEASUREMENT

DATAM E A SU R E M E N T A N D A NA LY T IC SC E R T I F I C AT E P R O G R A M

6 L I V E A N D / O R O N - D E M A N D M O D U L E S

The Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will also learn how to build research into the beginning of your communications planning process in ways that are fast, easy and inexpensive. Also, at the end of resource-intensive communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.

Throughout the program, you’ll be learning skills you can start applying to your work immediately, resulting in a skills-based certificate of completion when you’re finished. The course involves a combination of presenters, with Angela Sinickas, ABC, providing the structure of the core curriculum. Each week, she will be joined by one or more experts in various aspects of the week’s topic who will present case studies of how they applied the concepts.

This brand-new professional development offering is designed as a live, online series of six modules and will launch on Aug. 15, airing each consecutive Wednesday from 3-4:30 p.m. EDT (Aug. 22, Aug. 29, Sept. 5, Sept. 12 and Sept. 19). All modules will be recorded so that participants can review them after the live airing. Additionally, participants who are PRSA members will be given access to PRSA’s Measurement and Analytics Community, an exclusive online forum offering private access and interactive dialogue with other members taking this course.

After successfully completing a multiple-choice test at the end of the six-week program, registrants will be awarded a certificate of completion and digital badge for their LinkedIn profile and resume. MEASUREMENT AND ANALYTICS CERTIFICATE PROGRAM MODULES:• Using Research Before Developing Communication Plans• Evaluating the Success of Messaging/Campaigns• Evaluating the Success of Channels• Connecting Communication Measures to Business Results• In-Depth Measures for Specific Channels• Best Practices for Research Methodology PRESENTER

Angela D. Sinickas, ABC, IABC FellowCEOSinickas Communications Inc.

FORMATLIVE

ON-DEMAND

LOCATION

ONLINE

DATE(S)Wednesdays,

Aug. 15–Sept. 19, 2018

TIME/DURATION3–4:30 p.m. ET

PRICEMembers Early-Bird: $1,295

Members Regular: $1,495Nonmembers: $1,795




6.0 Credits

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15

C OM M U N IC AT I NG T OM A NAGE P E R F OR M A NC EC E R T I F I C AT E P R O G R A M

6 ON-DE M A N D MODU L E S

The Communicating to Manage Performance (CMP) Certificate Program is a dynamic skills-based certificate of completion course designed to empower managers, team leaders and supervisors to build performance every day through effective, consistent workplace communication. This online course will enable you to take advantage of emerging management best practices that focus on day-to-day behavior and tangible high-performance results.

THE CMP CERTIFICATE PROGRAM WILL FUNDAMENTALLY HELP YOU ACHIEVE THREE GOALS:1. Solid communication skills for developing and sustaining a core team.2. Manage competitive strength for communicating results.3. The ability to produce solutions in today’s globally networked environment

through clear, thoughtful and comprehensive messaging.

Participants will gain or enhance skills that will allow them to set expectations, provide clear and timely redirection of performance or behavior that is ineffective (or inappropriate), and value the unique contribution of each employee through proven listening and encouraging techniques. After taking this course, you will be armed with substantive tools to enhance your career and provide immediate application at work.

THE TOPICS WITHIN THIS CERTIFICATE PROGRAM INCLUDE: Foundational setting expectations, clear communication, ownership of performance behavior, positive performance feedback, active listening, acknowledgment of ideas and appropriate feedback for improvement.

CMP CERTIFICATE PROGRAM MODULES:• Describing Behavior or Results• Using I-Statements• Giving Positive Feedback• Active Listening• Acknowledging Ideas• Giving Corrective Feedback

PRESENTERSuzanne UpdegraffPresidentEmployee Development Systems

FORMATON-DEMAND

IN-PERSON

LOCATIONONLINE

New York

DATE(S)24/7 (Online Offering)

2018 Date TBA (In-Person Offering)

TIME/DURATIONApproximately 4–5 hours (online)

9 a.m.–5 p.m. (in-person)

PRICE



Credits (online)2.0 Maintenance

Credits (in-person)

FOLLOW ALONG#PRSACMP


R E P U TAT ION M A NAGE M E N TC E R T I F I C AT E P R O G R A M


Online In-PersonMembers

Nonmembers$975

$1,225$615$715

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R E P U TAT ION M A NAGE M E N TC E R T I F I C AT E P R O G R A M


Corporate Reputation Management (RM) is a concept at the core of the communications profession — one that has matured into a management discipline over the past 20 years that extends beyond the 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. This on-demand professional development offering is designed as a certificate of completion program to equip management-level communicators with solid perspective, best practices and resources to meet the changing expectations of senior management for reputation leadership.

THIS CERTIFICATE PROGRAM IS DESIGNED FOR:• Manager and senior-level PR and communication professionals.• Professionals who council their leadership.• Strategic thinkers in communication roles.• Professionals who are responsible for corporate culture.• Any professional responsible for managing a corporate brand.• Industry leaders responsible for implementing initiatives across an enterprise.• Professionals responsible for digital communications.

BY THE END OF THIS CERTIFICATE PROGRAM, PARTICIPANTS WILL HAVE LEARNED HOW TO:• Master key skills, tools and proven processes necessary to become an internal

“champion” for corporate reputation.• Highlight/share case studies from organizations who have succeeded along their

reputation journeys.• Quantify, benchmark and ultimately connect the dots from reputation to business

results.• Grasp new digital and social tools that present the greatest threat (and

opportunity) for their organization’s reputation.• Draw on the insights of experts who have witnessed the evolution of disconnected.• Incorporate CSR and what it takes to demonstrate a clear path in setting the

vision for an organization.• Win support for your programs and initiatives from outside the function and

across the organization.• Understand what key traits CEOs are looking for in their communications leaders,

and receive advice for your personal professional development and career advancement in the Reputation Economy.

REPUTATION MANAGEMENT MODULES: • Reputation Champion’s Path Forward• KPIs and Collaboration:

The Reputation Journey• Measurement• CSR and Reputation –

Establishing a Vision• Reputation and the CEO• Digital Reputation• Corporate Diplomacy• Reputation and the

Communicator’s Career

FORMATON-DEMAND

LOCATION

ONLINE

DATE(S)Available 24/7

TIME/DURATIONApproximately eight hours

PRICEMembers: $975

Nonmembers: $1,225




8.0 Credits

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C R I S I S C OM M U N IC AT IONSC E RT I F IC AT E P RO GR A M

CRISIS COMMUNICATIONCERTIFICATE PROGRAM


6 ON-DEMAND MODULES

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 and ideas, and working through various crises.

THIS CERTIFICATE PROGRAM IS DESIGNED FOR:• Manager and senior-level PR and communication professionals.• Professionals who are responsible for corporate reputation.• Any professional responsible for managing a corporate communications team.• Leaders charged with advising leaders, lawyers and other executives.• Professionals responsible for managing digital communications.• Risk Management professionals.• Managers with five or more years of experience.

BY THE END OF THIS CERTIFICATE PROGRAM, PARTICIPANTS WILL HAVE LEARNED HOW TO:• Master key skills and tools needed to understand the drivers of trust in the

context of fulfilling expectations.• Obtain forgiveness through the specific language of apologies.• Understand the techniques for building and sustaining a corporate narrative.• Effectively communicate how to persuade CEOs and other senior executives

during a crisis.• Develop clarity around roles and processes.• Define how to plan for both timely and effective crisis responses.

CRISIS COMMUNICATION CERTIFICATE MODULES:• Principles of Effective

Crisis Response• Obtaining Public Forgiveness• Telling Your Story in a Crisis• Influencing Leaders• Operational Readiness No. 1:

Establishing an Effective Crisis Response Team and Process

• Operational Readiness No. 2: Effective Crisis Planning

FORMATON-DEMAND

LOCATION

ONLINE

DATE(S)Coming Summer 2018

Available 24/7

TIME/DURATIONApproximately six hours

PRICEMembers: $975

Nonmembers: $1,225




6.0 Credits

FOLLOW ALONG#PRSACrisisComm


“ Crisis communication is one of the most consequential disciplines in public relations. Organizations that respond effectively in a crisis create for themselves a powerful competitive advantage. But organizations that mishandle crises put themselves at a substantial competitive disadvantage. This certificate program aims to equip PR professionals to help organizations maintain the trust of those who matter, when it matters most.”

~ Helio Fred Garcia, executive director, Logos Institute for Crisis Management and Executive Leadership

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FORMATLIVE

ON-DEMAND

LOCATION

ONLINE

DATE(S)Various

TIME/DURATION75 minutes

3–4:15 p.m. ET

PRICEMembers Early-Bird: $35

Nonmembers Early-Bird: $70 Members Regular: $40

Nonmembers Regular: $75Members On-Demand: $25

Nonmembers On-Demand: $50



Credit

FOLLOW ALONG#PRSAcp


Case in Points are online, interactive case studies that are focused on various industry topics within communications. Each Case in Point is 75-minutes in length, includes a Concluding Case Study Summary and the interaction will be tied to a private, online community. The online community will encourage participation through videos, suggested readings tied to the topic and through conversing with other attendees before and after the live session. Each Case in Point on-demand offering will be available eight weeks after the live broadcast.

THE DISRUPTION EDITIONON-DEMAND LEADERSHIP IN THE AGE

OF DISRUPTION: HOW GE POWER IS TRANSFORMING ITS COMMUNICATIONS AND CULTURE TO ADAPT TO THE DIGITAL ERA

David W. McCulloch Head of Communications GE Power Digital

Adam Tucker Employee Communications Leader GE Power Digital

THE STORYTELLING EDITIONAPRIL 4, 2018 CONTENT MARKETING:

HOW CLEVELAND CLINIC TURNS HEALTH CARE NEWS INTO COMPELLING STORIES

Sponsored by:

Eileen Sheil Executive Director Corporate Communications Cleveland Clinic

THE CORPORATE SOCIAL RESPONSIBILITY EDITIONJULY 2018 HOW A DUCK HELPED

BRAND A CORPORATE SOCIAL RESPONSIBILITY (CSR) PROGRAM

Jon Sullivan Director of Corporate Communications Aflac

THE REPUTATION EDITIONSEPTEMBER 2018

STRENGTHENING CORPORATE CULTURE THROUGH PURPOSE

Shannon Lapierre Chief Communication Officer Stanley Black & Decker

online, interactive case studies

Online,InteractiveCase Studies

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On-Demand Learning

50+ Free Webinar Recordings

Certificate in Principles of Public Relations

Crafting the Perfect Pitch (Available individually in April or sold as a package today)

• Setting Your Pitch Apart From the Noise• Secrets of the Cold Email Pitch• Advanced Pitching Skills Most PR Pros Don’t Use• Make Pitching Pay: Measure Your Results, Communicate Your Value and

Look Like a PR Genius

Creating Effective Integrated Marketing Communication (IMC) Campaigns

Creating Integrated Communications Campaigns (ICC)

Writing Skills to Increase PR Reach and Results (Available individually or as a package)

• PR Writing Essentials• Press Releases: Woo Editors and Wow the Public• Proofing and Grammar for PR: Master Proofreading Principles• Advanced PR Writing: Apply Creativity, Style and Voice

Communicating to Manage Performance (Available as a Certificate Program with the purchase of the complete package, or modules sold individually)

• Giving Corrective Feedback• Describing Behavior• Using I-Statements• Giving Positive Feedback• Active Listening• Acknowledging Ideas

Reputation Management (Available as a Certificate Program with the purchase of the complete package, or modules sold individually)

• Reputation Champion’s Path Forward• Reputation and the CEO• KPIs and Collaboration: The Reputation Journey• Measurement Discipline – Solve the Reputation Value Equation• Digital Reputation• CSR and Reputation: Establishing a Vision• Reputation and the Communicator’s Career• Corporate Diplomacy and Executive Leadership

Crisis Communication (Available as a Certificate Program with the purchase of the complete package, or modules sold individually. Coming summer 2018.)

• Principles of Effective Crisis Response• Obtaining Public Forgiveness• Telling Your Story in a Crisis• Influencing Leaders• Operational Readiness No. 1: Establishing an Effective Crisis Response

Team and Process• Operational Readiness No. 2: Effective Crisis Planning

FORMATON-DEMAND

LOCATION

ONLINE

DATE(S)Available 24/7

TIME/DURATIONVarious

PRICEVarious

SUGGESTED LEVELFoundational/ Intermediate/

Advanced


Maintenance Credit per

module

FOLLOW ALONG#PRSAlearning



2 0

InterSections Conference

FORMATIN-PERSON

LOCATION

Orange County, Calif.

DATE(S)Aug. 9–10, 2018

TIME/DURATIONAug. 9: Noon–5 p.m.

Aug. 10: 9 a.m.–4 p.m.

PRICESection Members Early-Bird: $795

Members Early-Bird: $855

Section Members Regular: $895

Members Regular: $955

Nonmembers Regular: $1,295



Credits

FOLLOW ALONG#PRSAInterSections


You spoke, and we listened! PRSA is thrilled to announce an all-new professional development event, the InterSections Conference.

So many professionals in the PRSA family do work that intersects with Financial, Technology, Entertainment and Sports Communication. PRSA also maintains individual Professional Interest Sections for these professionals, and for the first time ever, we have designed a conference just for those of you that work in or touch these various industries.

The InterSections Conference will feature informative sessions on a wide variety of topics including many tailored for the needs of technology communicators, financial communicators, and sports and entertainment professionals, while also providing new educational information relevant to all public relations and communications practitioners.

Each Professional Interest Section of interest will have a separate track of sessions throughout the conference to provide you an enriched opportunity to mix and match what new knowledge will support your growth the most.

InterSections Learning Tracks:

FINANCIAL COMMUNICATIONS

ENTERTAINMENT AND SPORTS

TECHNOLOGY

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Marketing and Digital Communications Conference

The PRSA Marketing and Digital Communications Conference is an exciting new conference for communication professionals designed to immerse them in the world of integrated marketing communications. Over the course of this fast-paced, unique event, attendees will learn how owned, earned and paid media work together to build communications campaigns that deliver extraordinary results. This conference will help communicators understand and gain knowledge in the areas of digital and traditional marketing that intersect with communications practices. Communicators will learn from experts in the field of digital and traditional marketing to help build a stronger foundation in components of marketing that consistently overlap with communications. Attendees will leave with a new perspective on ways to integrate aspects of social media and public relations into an overall integrated marketing campaign including paid social advertising, integrated goals and objectives, site traffic, personas and more!

Customize your experience by choosing a track:

DIGITAL TRACK SESSIONS

• Busting the Silos: Integration Is the Future of Communications

• How to Add Paid Media to the Owned Media Mix for Stronger Results

• The Role of SEO and Optimization in Integrated Communications

• Roundtable Discussions• Digital Case Study• Gaining Better Results

From Integrating Digital, Marketing and Communications

MARKETING TRACK SESSIONS

• Busting the Silos: Integration Is the Future of Communications

• Redefining Objectives and Strategies for Integrated Campaigns

• Using Personas and Behavioral Techniques to Boost Communications Results

• Roundtable Discussions• Digital Case Study• Gaining Better Results

From Integrating Digital, Marketing and Communications

FORMATIN-PERSON

LOCATION

San Diego

DATE(S)Dec. 6–7, 2018

TIME/DURATIONDec. 6: 8 a.m.–5 p.m.

Dec. 6 Reception: 5:30 p.m.Dec. 7: 8:30 a.m.–12:30 p.m.

PRICEMembers Early-Bird: $855

Members Regular: $955Nonmembers: $1,295



Credits

FOLLOW ALONG#PRSAMktgDig


2 2

Counselors to Higher Education (CHE) Senior SummitThe Forum for Leaders in Higher EducationApril 11–13, 2018, Nashville, Tenn.

Health Academy Conference April 25–27, 2018, Washington D.C.

Counselors Academy Conference Finding Strength in Diversity: Tap Your Agency’s Exceptional People, Place and Purpose to Make a World of a DifferenceMay 6–8, 2018, Toronto

Employee Communications Connect 18 Conference May 16–18, 2018, Nashville, Tenn.

Travel and Tourism Conference Stories Start HereJune 3–6, 2018, New Orleans

Public Affairs and Government SummitCommunicating to Engage: Speaking to the Public Sector’s Biggest IssuesJune 14–16, 2018, Kansas City, Mo.

Corporate Communications Conference360: Internal, External, Data and BeyondJune 21–22, 2018, New York

Educators Academy Super SaturdayOct. 6, 2018, Austin, Texas

Association/Nonprofit Conference Oct. 6, 2018, Austin, Texas

FORMATIN-PERSON

LOCATION

Various

DATE(S)Various


PRICEVarious


Advanced


MaintenanceCredits per conference

Exceptions: 2.0 APR Maintenance

Credits per conference forEducators Academy and

Association/Nonprofit

FOLLOW ALONGSee individual website

TO REGISTERwww.prsa.org/conferences

Professional Interest Section Conferences

2 3

PRSA 2018 International Conference

FORMATIN-PERSON

LOCATION

Austin, Texas

DATE(S)Pre-Con: Oct. 6–7

Conference: Oct. 7–9


PRICESee website


Advanced


Credits

FOLLOW ALONG#PRSAICON

TO REGISTERwww.prsa.org/ICON

Invest in your career by joining us in Austin for the 2018 PRSA International Conference. Learn new techniques to apply at work and boost your knowledge with over a hundred focused sessions. With three days of networking receptions, you’ll have various opportunities to initiate new connections with fellow public relations and communications practioners.

Discover the latest industry resources and connect with local companies and organizations in the capital city of Texas!

Destination ATX.

#PRSAICON

2018 PRSA INTERNATIONAL CONFERENCE

DESTINATION ATX.Invest in your career by joining us in Austin for the PRSA 2018 International Conference. Learn new techniques to apply at work and boost your knowledge with over a hundred focused sessions. With three days of networking receptions, you’ll have various opportunities to initiate new connections with fellow public relations and communications practitioners.

Discover the latest industry resources and connect with local companies and organizations in the capital city of Texas!

Tailor your experience at the International Conference with these six learning tracks:1. Marketing Communications Strategic approaches to utilizing and aligning multiple, diverse communication across

Paid, Earned, Shared and Owned platforms to enhance campaign effectiveness and achieve objectives.

2. Leadership & Management Best practices in leadership innovation and inspiration, management skills

development, team building, workplace infrastructure, conflict resolution and mentoring.

3. Big Data & Measurement Using analytics and large-volume data to optimize the performance of your

campaigns and show the fully integrated decision making of your communication strategies for ongoing efficiency.

4. Reputation Management Communication strategies, case studies and resources with an advanced perspective

in reputation leadership on defining approaches and developing programs that leverage your organization’s reputation.

5. Tools & Techniques Skill-building training for messaging, writing, relationship building, pitching, word-of-

mouth, speechwriting, storytelling and digital tools and techniques.

6. Special Interests Methods to address the needs of specific audiences and aspects such as health

care, technology, ethics, diversity, global business and education, plus guidance on Accreditation and work-life balance.

24

Partnerships

PRSA teams with Ragan Communications to provide industry-related training and education to its members at a reduced cost. For this longstanding partnership, Ragan taps its nearly 50 years of communications expertise, offering PRSA members these conference topics in 2018: speechwriters, social media, PR and media relations, visual and video storytelling, communications measurement, writing for communicators, content marketing and more. For a full list of offerings from these two industry beacons, please visit www.prsa.org/pd.

The Global Alliance for Public Relations and Communication Management is the confederation of the world’s major PR and communication management associations and institutions, representing 160,000 practitioners and academics around the world. www.globalalliancepr.org

PRSA partners with the American Management Association (AMA), which offers discounted access to its many educational seminars. PRSA members can now receive $250 off the AMA member rate for any AMA seminar when you use discount code LJTP. Help propel your career forward and build your resume by accessing these great AMA programs!

Popular AMA seminars to choose from: • Getting Results Without Authority• Making the Transition From Staff Member to Supervisor• Successfully Managing People• Developing Executive Leadership• The Voice of Leadership: How Leaders Inspire, Influence

and Achieve Results

For more information and a full list of offerings, please visit www.amanet.org.

Learn to “Catch Your Readers,” “Cut Through the Clutter,” “Master the Art of the Storyteller” and more in nine writing master classes offered by PRSA and Wylie Communications in 2018. Whether you’re polishing your skills at writing mobile web copy, social media status updates, email blasts and e-zines, or news releases, you’ll learn to reach more readers and get the word out at these sessions. Plus, you’ll get a chance to write, get feedback, edit, rewrite and leave with a totally revised piece in our working sessions. PRSA members save $100 with the code PRSA18. www.wyliecomm.com

PRSA Partnerships can help you with your career and educational advancement. PRSA is partnered with Ragan Communication, Ann Wylie and the American Management Association to offer extended discounts on seminars and online programming. Additionally, PRSA is a member of the Global Alliance to further connect PR and communication professionals around the world.

proaIT TAKESDiscover what the APR certification can do for your career, and take the first step today.

LEARN MORE www.praccreditation.org

The APR is recognized internationally as a valuable standard that distinguishes your skills, leadership and knowledge in a wide variety of fields. Now is the time to take your expertise — and your career — to the next level.

It takes a pro to thrive at what you do. Profess what you know with the APR.

Not just anyone can do what you do.

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Documents

Professional Development Catalog · APRIL 24, 2018 SECRETS OF THE PR STARTUP: ... webinar FOLLOW ALONG #PRSAWebinars TO REGISTER ... 2.0 APR Maintenance