public relations society of america | prsa - executive … · public relations manager verizon liv...

Strategic knowledge, skills and abilities for the busy communication professional

EXECUTIVE COMMUNICATION

ONLINE SERIES

PRSAExecutive

Communication Online Series

Maintaining relevant communication skills is one of the most critical needs for successful communication professionals today. PRSA’s new 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 business goals. Throughout the program, you’ll be learning skills you can start applying to your work immediately, resulting in a digital badge for each session completed during the series. The course involves a combination of presenters providing the structure of the core curriculum and teaching from both theory and practice. This brand-new professional development offering is designed as a live, online series of six sessions and will launch on April 4, airing each consecutive Thursday from Noon–1:15 p.m. EDT (April 4, 11, 18, 25, May 2 and 9). All sessions will be recorded so that participants can review them after the live airing. Participants will be required to participate within the Online Series’ Private Community and asked to read “light” materials for each session prior to the live broadcast.

2

Information

THIS PROGRAM IS DESIGNED FOR: • Professionals seeking to elevate relevant communication skills. • Strategic communication executives with P&L responsibility. • Leaders responsible for managing teams with specific business goals.

• Practitioners leading or bridging culture on the cutting edge of dynamic change.

• Communication executives with eight or more years of experience.

3#PRSAExecComm

BY THE END OF THIS SERIES, PARTICIPANTS WILL HAVE LEARNED HOW TO: • Research concepts and applications by using a variety of research tools to gather information about the employer or client, industry and relevant issues, utilizing formal, informal, quantitative and qualitative methods for developing a plan and setting goals based on research findings.

• Explore the implementation and evaluation of public relations and communication program goals and objectives utilizing the latest tools, tactics and procedures; to include the sequence of events required to develop successful timelines and budgets executing planned strategies within an overall plan.

• Prioritize and manage a crisis and consider the process for dealing with a crisis. • Identify and incorporate communication/public relations models and theories, mitigating barriers to communication.

• Understand the importance of relationship building among key stakeholders (both internal and external) to find mutually acceptable solutions as well as explore the need for reputation management by maintaining individual and organization credibility with and among key constituents.

• Understand the foundations and importance of standards for professional behavior in communications, recognizing ethical dilemmas and legal considerations as they may affect the organization’s decision-making process.

DIGITAL BADGES: All registrants who participate (live or on-demand) will be awarded a digital badge for each session that is completed. Registrants who are awarded all six badges qualify for a $150 discount toward any online program offered by PRSA Learning or the APR examination

“If you are a seasoned leader with a never-ending quest to do more, be more,

learn more ... this is the online course for you. Like embracing a full-palate

four-course experience at a James Beard award-winning restaurant? Get ready to feast on the offerings of these top-shelf

communicators, and the rigor, ideas and inspiration you need to face the challenges

this year brings, with five-star results.”

ELYSE HAMMETT, APRVice President,

Marketing and CommunicationsCommunity Foundation for Greater Atlanta

Design

4

Schedule and Progress

Session Session Title Date and Time Speaker Speaker

Knowledge, Skills and Abilities

Completion

Badge APR Maintenance

1 Research and Planning

April 4, 2019 Noon–1:15 p.m. EDT

Tina McCorkindale, Ph.D., APR President and CEO Institute for Public Relations

Kathleen Donohue Rennie, Ph.D., APR, Fellow PRSA Professor New Jersey City University

19% 1 1 Credit

2 Implementation and Evaluation


Andrew Testa, APRPublic Relations ManagerVerizon

Liv Lewis Senior Vice President EGAMI Group

14% 1 1 Credit

3 Managing PR and Communication Issues


Jennifer Clare Schleman, APR Senior Director, Marketing, Communications and Public Relations National Health Council

Lauren Lawson-ZilaiSenior Director of Public Relations and National SpokespersonGoodwill Industries International

21% 1 1 Credit

4 Leading PR and Communication Function


Elyse Hammett, APR Vice President, Marketing & Communications Community Foundation for Greater Atlanta

Vincent J. Dollard, APRAssociate Vice President, CommunicationsEmory UniversityWoodruff Health Sciences Center

18% 1 1 Credit

5 Managing Relationships May 2, 2019 Noon–1:15 p.m. EDT

Michael N. Daily, APR Co-Founder and CEO Communication Metrics, Inc.

Alicia Renee Thompson, APR Vice President of CommunicationsEdible Arrangements

15% 1 1 Credit

6 Applying Ethics and Law May 9, 2019 Noon–1:15 p.m. EDT

Anthony W. D’Angelo, APR, Fellow PRSAPRSA Immediate Past ChairProfessor of Practice, Syracuse UniversityNewhouse School of Public Communications

Christopher R. KincaidePartnerFox Rothschild LLP

13% 1 1 Credit

TOTALS: 100%6 Badges 6 Credits

SESSION ONE:

Research and PlanningTHURSDAY, APRIL 4, 2019 • NOON–1:15 P.M. EDT

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 methods for developing a plan and setting goals based on research findings.

BY THE END OF THIS SESSION, PARTICIPANTS WILL BE ABLE TO: • Demonstrate when research is indicated and why. • Explain the process for evaluating and applying research in their organizational plan.

• Identify the difference between informal and formal research methods.

• Identify the problem statement for their plan. • Define specific goals and objectives for their plan.

5

Industry Knowledge, Skills and Abilities Completion:19%

Research and Planning

Online Series Progress:

1 Badge

APR Maintenance Credit(s):

1 CreditTina McCorkindale, Ph.D., APRPresident and CEOInstitute for Public Relations

Kathleen Donohue Rennie, Ph.D., APR, Fellow PRSAProfessorNew Jersey City University

#PRSAExecComm

6

SESSION TWO:

Implementation and EvaluationTHURSDAY, APRIL 11, 2019 • NOON–1:15 P.M. EDT

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 strategies within an overall plan.

BY THE END OF THIS SESSION, PARTICIPANTS WILL BE ABLE TO: • Construct specific messages to reach their target audiences. • Identify the appropriate channel for specific messages. • Establish monitoring tools to guide executing the plan. • Develop a timeline and budget for execution. • Measure effectiveness of the program through the objectives set. • Identify improvements and prepare recommendations for the future.



14% Implementation and Evaluation


1 Badge 1 Badge


1 Credit 1 Credit

Andrew Testa, APRPublic Relations ManagerVerizon

Liv LewisSenior Vice PresidentEGAMI Group2018 Silver Anvil Winner

SESSION THREE:

Managing PR and Communication IssuesTHURSDAY, APRIL 18, 2019 • NOON–1:15 P.M. EDT

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 people or anticipating potential problems.

BY THE END OF THIS SESSION, PARTICIPANTS WILL BE ABLE TO: • Identify potential or emerging issues that may impact organizations. • Define the roles and responsibilities of public relations at the pre- crisis, crisis and post-crisis phases.

• Understand the importance of providing counsel to the management team or client regarding issues, risk and crises.

• Demonstrate familiarity with social science theories and research. • Identify social science communication/public relations models. • Explain barriers to communication that prevent changes to knowledge, attitude and behavior.

7




21% Managing PR and

Communcation Issues


1 Badge 1 Badge 1 Badge


1 Credit 1 Credit 1 CreditJennifer Clare Schleman, APRSenior Director, Marketing, Communications and Public RelationsNational Health Council

Lauren Lawson-ZilaiSenior Director of Public Relations and National SpokespersonGoodwill Industries International

#PRSAExecComm

8

SESSION FOUR:

Leading PR and Communication FunctionTHURSDAY, APRIL 25, 2019 • NOON–1:15 P.M. EDT

Think about the various roles and functions within nonprofit, not-for-profit 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 within an organization.

BY THE END OF THIS SESSION, PARTICIPANTS WILL BE ABLE TO: • Understand how the public relations function contributes to the financial success of the organization.

• Estimate human capital, financial and organizational resource needs. • Establish a process to obtain information and appropriately store it for future use.

• Recognize chain of command within both horizontally and vertically structured organizations.

• Demonstrate understanding of the impact of organizational governance.

• Distinguish between relevant and irrelevant information to evaluate opportunities for resolution in a timely fashion.

• Integrate internal and external components of a public relations campaign.




21% Managing PR and

Communcation Issues

18%Leading PR andCommunication


1 Badge 1 Badge 1 Badge 1 Badge


1 Credit 1 Credit 1 Credit 1 Credit

Elyse Hammett, APRVice President, Marketing and CommunicationsCommunity Foundation for Greater Atlanta

Vincent J. Dollard, APRAssociate Vice President, CommunicationsEmory UniversityWoodruff Health Sciences Center

SESSION FIVE:

Managing RelationshipsTHURSDAY, MAY 2, 2019 • NOON–1:15 P.M. EDT

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 mutually acceptable solutions. It will also cover the need for reputation management by maintaining individual and organization credibility with and among key constituents.

BY THE END OF THIS SESSION, PARTICIPANTS WILL BE ABLE TO: • Define consensus-building strategies and techniques to persuade key stakeholders to support a decision and recognize the need to find mutually acceptable solutions.

• Maintain individual and organizational credibility with and among key constituents.

• Understand the importance of internal relationships and organizational culture for communicating key messages.

• Recognize that relationships among public relations professionals, journalists and media organizations are built on mutual respect and trust.

• Identify appropriate controlled and uncontrolled media channels. • Define the different tactics that can be used to establish and enhance relationships to recognize connection among various stakeholders.

9




21% Managing PR and

Communcation Issues


15%Managing

Relationships


1 Badge 1 Badge 1 Badge 1 Badge 1 Badge


1 Credit 1 Credit 1 Credit 1 Credit 1 CreditMichael N. Daily, APRCo-Founder and CEOCommunication Metrics, Inc.

#PRSAExecComm

Alicia Renee Thompson, APRVice President of CommunicationsEdible Arrangements

10

SESSION SIX:

Applying Ethics and LawTHURSDAY, MAY 9, 2019 • NOON–1:15 P.M. EDT

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 “moral compass” in its relationship with its varied stakeholders?

In this session, you will discuss the importance of standards for professional behavior in communications, recognizing ethical dilemmas and legal considerations as they may affect the organization’s decision-making process.

BY THE END OF THIS SESSION, PARTICIPANTS WILL BE ABLE TO: • Define integrity and explain the conduct of professional activities in a lawful and principled manner.

• Reiterate the importance of ethical behavior in adhering to commonly accepted standards.

• Recognize ethical dilemmas to remedy unethical acts. • Understand the First Amendment as a foundational principle for public relations and communications.

• Articulate conditions for libel and defenses within a given situation. • Uphold privacy issues within the federal law regarding identity protection, ethical implications and digital record.

• Define applicable federal laws regarding disclosure, copyright, trademarks and fair use.




21% Managing PR and

Communcation Issues


15%Managing

Relationships

13%Applying Ethics

and Law


1 Badge 1 Badge 1 Badge 1 Badge 1 Badge 1 Badge


1 Credit 1 Credit 1 Credit 1 Credit 1 Credit 1 Credit

Anthony W. D’Angelo, APR, Fellow PRSAPRSA Immediate Past ChairProfessor of PracticeSyracuse UniversityNewhouse School of Public Communications

Christopher R. KincaidePartnerFox Rothschild LLP

Session Title DatesEarly Bird (on or before

March 20)

Regular(after

March 20)

Non- member Badges

1 Research and Planning April 4, 2019 $165 $195 $245

2 Implementation and Evaluation April 11, 2019 $165 $195 $245

3 Managing PR and Communication Issues April 18, 2019 $165 $195 $245

4 Leading PR and Communication Function April 25, 2019 $165 $195 $245

5 Managing Relationships May 2, 2019 $165 $195 $245

6 Applying Ethics and Law May 9, 2019 $165 $195 $245

CONSECUTIVE THURSDAYS NOON–1:15 P.M. EDTAPRIL 4–MAY 9, 2019

BUNDLE $630 $750 $1290

Details and Pricing

FOR MORE INFORMATION AND TO REGISTER:Visit bit.ly/prsaexeccomm

FOLLOW ALONG: #PRSAExecComm

GLOBAL ALLIANCE:Global Alliance members qualify for the PRSA Member Rate.

CANCELLATIONS/REFUND POLICY:Refund of the Executive Communication Online Series bundle purchase, less an administrative fee of $150, will be made if written notice of cancellation is postmarked no later than March 20, 2019.

Refund for a single session, less an administrative fee of $25, will be made if written notice of cancellation is postmarked no less than two weeks prior to the broadcast start date.

Registrants whose cancellation requests are postmarked after March 20, 2019, will not be entitled to a refund. Cancellation of registration for this event must be made in writing and mailed to: PRSA Executive Communication Online Series, 411 Lafayette Street, Suite 201, New York, NY 10003, or faxed to (212) 460-5460. If you cannot attend, you may notify PRSA no later than March 20, 2019, if another person will be attending the Online Series in your place. For substitution, nonmembers must pay the appropriate difference in the registration fee. Please call (800) 350-0111 to make this notification.

CONTACT:Kathy Mulvihill, Senior Manager of Accreditation(212) 460-1436 • [email protected]

11#PRSAExecComm

120 Wall Street21st FloorNew York, NY 10005

PRSAExecutive

Communication Online Series

public relations society of america | prsa - executive … · public relations manager verizon liv...

Documents