PR Essentials: Strategic and Behavioral Workshop
April 29, May 1 and May 6, noon–3 p.m. EDT each day
Robin Schell, APR, Fellow PRSA, senior counsel and partner at the behavioral public relations and management consulting firm Jackson Jackson & Wagner, will facilitate three, three-hour interactive sessions that will provide an overview of behavioral PR theories you can apply to your work; qualitative and quantitative research techniques; best practices in internal and external communication; media relationship-building; crisis communication and issue anticipation; evaluation methods and an overview of how public relations impacts the bottom line; and a recipe for building a behavior-based strategic communication plan.
Whether you’re new to your PR or communications role or you’ve been practicing PR for a while without formal training, this workshop will broaden your strategic thinking and sharpen your skills so you will be ready for the many challenges PR practitioners face daily.
Presenters
Agenda
Day 1 – Tuesday, April 29
- Introductions, Goals and Challenges.
- Six Roles of the PR Practitioner Self-Assessment.
- PR at the Management Table.
- Professional Development Opportunities.
- Behavioral Public Relations Theories (Diffusion Process, Model of a Successful Organization, Behavioral Model and Four Steps to Behavior Change).
- Interactive Exercise: Identifying Triggering Events That Drive Behavior.
- Qualitative and Quantitative Research.
- Internal Communications: Employees as Ambassadors.
Day 2 – Thursday, May 1
- Recap of Day 1.
- Internal Communications Discussion: One-Way and Two-Way Techniques.
- Best Practices in Internal Communication.
- Interactive Exercise: Key Messages and Retention Strategies for Employees (Based on Case Study).
- External Communications Discussion: One-Way and Two-Way Techniques.
- Information-Mapping Techniques.
- Identifying and Building Relationships With Opinion Leaders.
- Media Relations 101 and Do’s and Don’ts of the Media Interview.
- Interactive Exercise: Preparing Your Spokesperson for the Media Hotseat.
Day 3 – Tuesday, May 6
- Recap of Day 2.
- Issue Anticipation and Crisis Communication 101.
- Review of Crisis Communication Cases and Elements of a Crisis Communication Plan.
- Recipe For Creating a Behavior-Based PR Plan.
- Group Work Session To Develop Behavior-Based PR Plan.
- Measurement and Evaluation: Review of Barcelona Principles.
- Discussion: Nine Ways PR Impacts the Bottom Line.
- Review of PRSA Code of Ethics and Ethics Jeopardy.
- Using Social Media To Drive Behavior Change.
- Future of PR.
- Q&A and Wrap-Up.
Accreditation Information
Participants with the APR credential earn 1.5 CEUs for this workshop.Pricing
Register by April 8, and save!
| BY 4/8 | REGULAR RATE | |
| PRSA MEMBER |
|
|
| NONMEMBER |
|
|