EXECUTIVE COMMUNICATION ONLINE SERIESapps.prsa.org/.../Documents/Executive-Communication... · Executive Communication Online Series is designed to teach and empower you with strategic

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 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 2, 9, 16, 23, 30 and May 7). 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.

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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.

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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

“Refine your expertise with an online course that responds to your need to keep pace with

current industry standards for research-based, measurable strategic planning and to respond

to today’s ethical challenges and crises. The Executive Communication Online Series is built

for seasoned leaders by seasoned leaders. Learn from experienced professionals and leading

educators that are delivering the information you need to lead your communication strategies,

teams and organizations.”

KATHLEEN DONOHUE RENNIE, PH.D., APR, FELLOW PRSA

ProfessorNew Jersey City University

Design

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Schedule and Progress

Session Session Title Date and Time Speaker Speaker

Knowledge, Skills and Abilities

Completion

Badge APR Renewal

1 Research and Planning

April 2, 2020 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 .5 CEU

2 Implementation and Evaluation


Hilary Fussell Sisco, Ph.D., APRAssociate ProfessorQuinnipiac University

Johna Burke, FAMECGlobal Managing Director AMEC – the International Association for Measurement and Evaluation of Communication

14% 1 .5 CEU

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 .5 CEU

4 Leading PR and Communication Function


Felicia Joy, APRSVP, Corporate Advisory & Group Head, Behavioral ScienceEdelman

18% 1 .5 CEU

5 Managing Relationships April 30, 2020 Noon–1:15 p.m. EDT

Matt Charles, DPA, APRPresident and FounderMatt Charles Public Relations+Strategy

Dr. June WestAssociate Professor of Business AdministrationDarden School of BusinessUniversity of Virginia

15% 1 .5 CEU

6 Applying Ethics and Law May 7, 2020 Noon–1:15 p.m. EDT

Karen Swim, APRPresident and CEOWords For Hire

Christopher R. KinkadePartnerFox Rothschild LLP

13% 1 .5 CEU

TOTALS: 100%6 Badges 3 CEUs

SESSION ONE:

Research and PlanningTHURSDAY, APRIL 2, 2020 • 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.

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Industry Knowledge, Skills and Abilities Completion:19%

Research and Planning

Online Series Progress:

1 Badge

APR Renewal CEU(s):.5 CEUTina McCorkindale, Ph.D., APR

President and CEOInstitute for Public Relations

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

#PRSAExecComm

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SESSION TWO:

Implementation and EvaluationTHURSDAY, APRIL 9, 2020 • 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

APR Renewal CEU(s):.5 CEU .5 CEU

Hilary Fussell Sisco, Ph.D., APRAssociate ProfessorQuinnipiac University

Johna Burke, FAMECGlobal Managing DirectorAMEC – the International Association for Measurement and Evaluation of Communication

SESSION THREE:

Managing PR and Communication IssuesTHURSDAY, APRIL 16, 2020 • 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.

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21% Managing PR and

Communcation Issues


1 Badge 1 Badge 1 Badge

APR Renewal CEU(s):.5 CEU .5 CEU .5 CEUJennifer Clare Schleman, APR

Senior Director, Marketing, Communications and Public RelationsNational Health Council

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

#PRSAExecComm

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SESSION FOUR:

Leading PR and Communication FunctionTHURSDAY, APRIL 23, 2020 • 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

APR Renewal CEU(s):.5 CEU .5 CEU .5 CEU .5 CEU

Felicia Joy, APRSVP, Corporate Advisory & Group Head, Behavioral ScienceEdelman

SESSION FIVE:

Managing RelationshipsTHURSDAY, APRIL 30, 2020 • 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.

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21% Managing PR and

Communcation Issues


15%Managing

Relationships


1 Badge 1 Badge 1 Badge 1 Badge 1 Badge

APR Renewal CEU(s):.5 CEU .5 CEU .5 CEU .5 CEU .5 CEUMatt Charles, DPA, APR

President and FounderMatt Charles Public Relations+Strategy

#PRSAExecComm

Dr. June WestAssociate Professor of Business AdministrationDarden School of BusinessUniversity of Virginia

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SESSION SIX:

Applying Ethics and LawTHURSDAY, MAY 7, 2020 • 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

APR Renewal CEU(s):.5 CEU .5 CEU .5 CEU .5 CEU .5 CEU 3 CEU

Karen Swim, APRPresident and CEOWords For Hire

Christopher R. KinkadePartnerFox Rothschild LLP

Session Title DatesEarly Bird (on or before

March 20)

Regular(after

March 20)

Non- member Badges

1 Research and Planning April 2, 2020 $165 $195 $245

2 Implementation and Evaluation April 9, 2020 $165 $195 $245

3 Managing PR and Communication Issues April 16, 2020 $165 $195 $245

4 Leading PR and Communication Function April 23, 2020 $165 $195 $245

5 Managing Relationships April 30, 2020 $165 $195 $245

6 Applying Ethics and Law May 7, 2020 $165 $195 $245

CONSECUTIVE THURSDAYS NOON–1:15 P.M. EDTAPRIL 2 - MAY 7, 2020

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, 2020.

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, 2020, 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, 2020, 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]

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120 Wall Street21st FloorNew York, NY 10005

PRSAExecutive

Communication Online Series