Professional DevelopmentSocial Media

Register online: www.prsa.org/pdg20 November 2012 TACTICS

More than 85 percent of customers expect businesses to be active in socialmedia, and 79 percent of companies are either using, or planning to use,social media. But only 12 percent do so effectively, according to Harvard Business Review.

That’s why PRSA — in association with top-rated social media trainer EricSchwartzman — is proud to bring members a new online social mediatraining program to broaden digital literacy inside organizations, for a fraction of what it costs in the real world.

Get top-quality, comprehensive online social media training whenyou want, where you want, so you can manage risk and scale socialmedia engagement.

This new Online Social Media Boot Camp includes everything youneed to know to bring your clients, coworkers and employees current on key concepts and best practices through hands-on, step-by-step exercises and case studies.

You will learn how to: • Use Social Media Strategically for Organizational Communications • Conduct Social Media Monitoring Campaigns • Search Engine Optimize Press Releases, Photos and Videos • Use Facebook for Organizational Communications • Use Twitter for Organizational Communications • Use LinkedIn for Organizational Communications

Best-selling author and entrepreneurEric Schwartzman,one of the most experienced so-cial media educators in theworld, has trained thousands ofexecutives of all skill levels atBoeing, Edison, Johnson & John-son, Pepsi, Singapore Ministry ofInformation, Toyota, U.S. Depart-ment of State, U.S. Marine Corp,Victoria’s Secret, and dozens ofsmall to mid-size businesses.

Online Social Media Boot Camp

Online Program, www.udemy.com/bundle/social-media-bootcampPRSA Members $299/Nonmembers $599

The price for this online training is $599. But the first 100 PRSA members

to sign up will get the training for just $299.

Social Media and New MediaPR Boot CampLearn Social Media Strategies for EffectivePublic Relations• Gain hands-on experience through easy-to-

follow exercises using new media tools andservices.

• Learn how to integrate new media into con-ventional public relations campaigns.

• Understand how to develop new media andsocial media activities that deliver measurableresults.

Instructor: Eric Schwartzman is a new mediaconsultant who hosts the award-winning publicrelations podcast, “On the Record … Online.”

Two-Day SeminarNov. 29 (Day 1), 9 a.m.–5 p.m. ESTNov. 30 (Day 2), 9 a.m.–4 p.m. ESTNew YorkPRSA Members $799/Nonmembers $949

Two-Day SeminarJan. 31 (Day 1), 9 a.m.–5 p.m. ESTFeb. 1 (Day 2), 9 a.m.–4 p.m. ESTLas VegasPRSA Members $829/Nonmembers $979

Building Digital LiteracyInside OrganizationsExplore Social Media TrainingTechniques for the Entire Office• Develop business cases for social media train-

ing and uncover social media training casestudies.

• Implement social media training for differentdepartments and roles.

• Discover what employees need to learn themost, and choose between live and on-de-mand social media training.

• Plan and schedule live trainings while produc-ing and delivering techniques for on-demandtraining.

Instructor: Eric Schwartzman is the best-sellingco-author of “Social Marketing to the BusinessCustomer,” the founder of iPressroom, and an onlinesocial media training provider.

Webinar, Feb. 26, 3–4 p.m. ESTPRSA Members FREE/Nonmembers $200

Sponsored by the PRSA Public Affairs andGovernment Section

Advanced Social Mediafor Government Increase Your Reach With Your Publics• Learn how to get citizens talking and engaging

on your social accounts.• Get an overview of some of the newest social

tools and the tips for long-term managementof government social media.

• Master the tricks that have worked for otheragencies.

Instructor: Kristy Fifelski is the founder and CEOof DigitalGov Group LLC.

Webinar, Nov. 20, 3–4 p.m. ESTPublic Affairs and Government Section MembersFREE/PRSA Members $50/Nonmembers $200

NEW NEW

Register online: www.prsa.org/pdg TACTICS November 2012 21

Social Media

Media Training for Media TrainersImprove Your Effectiveness as a MediaCoach and Trainer• Learn to avoid the training pitfalls that put off

executives and leaders, and how to energizeand focus representatives.

• Understand in-depth scripting, and learn acontent development process that controls in-terviews and audiences.

• Learn how to deslgn powerful, memorable responses by converting data, factoids andanecdotes into powerful stories.

Instructor: James E. Lukaszewski, ABC, APR,Fellow PRSA, is president of The LukaszewskiGroup, Division of Risdall McKinney Public Relations.

Webinar, Nov 15, 3–4:40 p.m. ESTPRSA Members FREE/Nonmembers $200

Pitching Boot Camp Winning Over Journalists and Bloggers inthe New Media Landscape• Learn how to turn ordinary news into stories

journalists and bloggers crave. • Gain four proven formulas for winning email

pitch subject lines. • Understand the secret test journalists subcon-

sciously apply to every pitch that has nothingto do with news-worthiness, andhow to avoid whatmost annoys jour-nalists and blog-gers.

Instructor: MichaelSmart is principal ofMichaelSMARTPR.

One-Day SeminarDec. 4, 9 a.m.–5 p.m. CSTHoustonPRSA Members $595/Nonmembers $695

i-PitchingCombine Social Media and SmartTechnology to Revolutionize YourMedia Relations• Maximize your social media reach. • Optimize your video abilities. • Adapt your media relations

skills to become thespokesman, camera oper-ator, producer and techni-cian.

Instructor: Gerard Braud ischief executive officer andpresident of BraudCommunications.

One-Day SeminarDec. 6, 9 a.m.–5 p.m. ESTNew YorkPRSA Members $595/Nonmembers $695

Media Training Boot CampControl Your Message to Get the Quotes YouWant• Take part in intensive, one-on-one and small

group, videotaped, simulated media interviewsessions.

• Learn new and proven successful techniquesthat will help you ace your next on-air appear-ance.

• Receive training materials like handbooks, in-terview preparation software, needs assess-ments, critiques, and more.

Instructor: T.J. Walker is CEO and founder of MediaTraining Worldwide, and co-author of the businessbest-seller, “T.J. Walker’s Secret to FoolproofPresentations.”

One-Day SeminarDec. 7, 9 a.m.–5 p.m. ESTNew YorkPRSA Members $999/Nonmembers $1,099

Transform Your Pitch FromSnooze to NewsLearn How to Gain Attention FromJournalists and Bloggers• Learn eight proven approaches that will trans-

form your routine story into one that grabs at-tention in the first sentence.

• Learn new hooks for old or recurring eventsand issues.

• Understand how you can make your trendstory the one reporters pick up, while leavingyour competitors out.

Instructor: Michael Smart, principal,MichaelSMARTPR, has trained more than 2,500communicators at companies like Honda, Aflac,Edelman and Fleishman-Hillard, how to boost theirpitching results.

Webinar, Feb. 12, 3–4 p.m. ESTPRSA Members FREE/ Nonmembers $200

Digital Media and Today’s DigitalNews ReleaseMake It Easy for Journalists to Pick Up YourStory• Learn what journalists need in hand to cover

your story, and in what format they want it. • Understand how to make your releases more

effective through segmentation and long-lead/short-lead distributions.

• Explore how to optimize your digital news re-lease for maximum Web exposure.

Instructor: Malayna Williams is a managingpartner at PWR New Media, which specializes ininteractive digital communications.

Webinar, Jan. 17, 3–4 p.m. ESTPRSA Members FREE/Nonmembers $200

Media Relations

Free Webinars for PRSA Members PRSA free webinars are also available to members on demand. For topics and registration, go to www.prsa.org.

PRSA gratefully acknowledges the support of KRM Information Services for providing us with its webcast technology.

Survey Tips and TrapsBest Practice Techniques forDeveloping and ConductingActionable Surveys• Learn best practice techniques for developing

actionable survey questions, conducting sur-veys and reporting findings in ways that aremeaningful to management.

• Determine the number of people to invite totake a survey and how to administer it.

• Analyze bad surveyquestions and reportpages from othercommunicators’ ef-forts to identify thetraps to avoid in doingyour own research.

Presenter: AngelaSinickas, ABC, IABCFellow, is president,Sinickas Communications,Inc.

Webinar, Nov. 8, 3–4 p.m. ESTPRSA Members FREE/Nonmembers $200

Barcelona Principle #1:Set Measurable GoalsLearn Proven Techniques for SettingObjectives for Success• Identify “good” and “bad” objective state-

ments. • Link objectives and results with the overall

goals of the business.• Avoid some of the pitfalls, such as using the

term “creating buzz”as a key performanceindicator.

Instructor: PaulineDraper-Watts is theexecutive vice president atEdelman Berland.

Webinar, Jan. 22, 3–4 p.m. ESTPRSA Members FREE/Nonmembers $200

Crisis & Reputation

Advanced Crisis CommunicationStrategyHow to Think and Advise ManagementStrategically During Tough Situations andCrises• Build your trusted adviser relationship with

management. • Provide powerful, sensible and management-

oriented advice. • Help management take care of the victims and

the emotional dimen-sions of crisis.

Instructor: James E.Lukaszewski, ABC,APR, Fellow PRSA, ispresident of theLukaszewski Group,Division of Risdall PublicRelations.

Two-Day SeminarDec. 6 (Day 1), 9 a.m.–5p.m. ESTDec. 7 (Day 2), 8 a.m.–4 p.m. ESTPhiladelphiaPRSA Members $829/Nonmembers $979

Measurement & ROI

NEW

NEW

NEW

APR Boot CampFinal Preparation for Your Readiness Reviewand the Examination for Accreditation inPublic RelationsIn conjunction with the PRSA National CapitalChapter, PRSA presents “APR Boot Camp,” a four-day intensive for candidates to prepare to beAdvanced through the Readiness Review andtake the computer-based Examination forAccreditation in Public Relations (APR) or theAccreditation in Public Relations + MilitaryCommunication (APR+M). This boot camp isdesigned to provide a setting that will meet theneeds of busy professionals whose schedules donot permit extensive preparation time.

Candidate prerequisites: • For APR, candidate must be a member of PRSA

and/or a Universal Accreditation participatingorganization.

• For APR+M, candidates must be either (1)military personnel (active or reserve) orDepartment of Defense civilian employeewhose primary responsibilities lie in militarycommunication-related fields or (2) Departmentof Defense military contractor, who is amember of a Universal Accreditationparticipating organization and whose primaryresponsibilities lie in military communication-related fields.

• Approved APR application (or APR+Mapplication) and the Examination fee of $385,received by PRSA National by Oct. 8, 2012.

• Seminar registration form and applicableregistration fee received by Oct. 8, 2012 (onemonth in advance required to clear Prometricauthorization).

• Download and complete the APR ReadinessReview questionnaire (or APR+M ReadinessReview questionnaire). Email your answers toaccred@prsa.org.

• Your questionnaire will be provided to theReadiness Review panelists for familiarizationof your background and expertise in the publicrelations profession. Note: There will be noopportunities to change this questionnaire onceit is submitted.

• Must have portfolio items assembled but notnecessarily finalized.

• Must bring own laptop.

APR

Instructors:Susan Whyte Simon,APR, Fellow PRSA, is anadjunct professor at theUniversity of Maryland, anda public relationsprofessional who owns andoperates her ownconsulting business. (Day 1).

Amy Beisel Hill, APR,communications directorfor the PennsylvaniaCatholic Conference (PCC),facilitates the computer-based Examinationpreparation (Days 2 and 3).

Josette M. Myers, APR,CFRE, is the vicepresident of marketing,development andcommunity relations atMemorial Hospital, York,Pa. (Days 2 and 3).

Registration required.Day 1 ($80) – Readiness Review PreparationDays 2 and 3 ($270) – Computer-Based Examination PreparationFull Three Days – $350

Wednesday, Nov. 14 CLOSEDDay 1: Readiness Review Preparation

8:30 a.m.–12:30 p.m. • Morning workshop spent reviewing

Readiness Review KSAs. • Portfolio overview. • Mock Readiness Review.• Lunch — attendees on their own.

1:30–5 p.m. • Preparation time for those attendees putting

finishing touches on assembling theirportfolios.

• Readiness Review will take place asscheduled.

Thursday, Nov. 15 OPENDay 2: Computer-Based ExaminationPreparation

8:30 a.m.–4:30 p.m. Attendees should already have been Advancedthrough Readiness Review. • Class for KSAs in preparation for the

computer-based Examination.• Box lunch included.

Friday, Nov. 16 OPENDay 3: Computer-Based ExaminationPreparation

8:30 a.m.–12:30 p.m. • Continuation of class for KSAs in preparation

for the computer-based Examination. • Lunch — attendees on their own.

2–5 p.m. • Peer study time.

Saturday, Nov. 17 9 a.m. (Examination takes three hours, 45minutes.)

Prometric Testing (Site 5216)1660 L Street NW, Suite 204Washington, D.C. 20036

The Four-Step ProcessRPIE Readiness for the Examinationfor Accreditation in Public Relations• Research methods and their appli-

cations.• Discover the difference between

goals, objectives, strategies and tactics.

• Understand the importance of audience identification.

• Learn to evaluate by outcomes versus outputs.• Understand RPIE and the scenario-based

question format.

Instructors: Jason S. Kirsch, APR, is the current Accreditation co-chair for the PRSA Central Pennsylvania Chapter, andvice president and director of marketing and publicrelations at Metro Bank.

Bob S. Saline, APR, Fellow PRSA, is the currentAccreditation co-chair for the PRSA CentralPennsylvania Chapter, and president and CEO ofPRWorks, Inc.

Webinar, Feb. 28, 3–4 p.m. ESTPRSA Members $50/Nonmembers $75

APR Online Study Course • Receive a multimedia introduction

to the topics, readings and activi-ties in each module in this course ofstudy.

• Gain a comprehensive overview of informationon the knowledge, skills and abilities (KSAs)covered in the Readiness Review and the Exam-ination for Accreditation in Public Relations.

• Participate in Web conferences and join cohortgroups to increase your opportunities for dis-cussion and dialogue with others.

Online Study Course developed and producedby the Universal Accreditation Board (UAB) andPoint-Productions.PRSA Members and Universal Accreditation Participating Organizations $195/Nonmembers $295Group discounts are available when five or morecandidates enroll at the same time.

NEW

Save the date!March 26–27,2013PRSA/MS&L/PRSAEmployeeCommunicationsSectionNew York, NY

April 17–19, 2013 Counselors to HigherEducation (CHE) Washington, D.C.

May 1–3, 2013 Health AcademyIndianapolis, IN

May 21–24, 2013Travel & TourismMemphis, TN

June 9–11, 2013Counselors AcademyAustin, TX

June 27–28, 2013 Digital ImpactConferenceNew York, NY

October 26–29, 2013PRSA InternationalConferencePhiladelphia, PA

Day 1 is closed. There is still room for registrationsfor Days 2 and 3. The next APR Boot Camp will beheld in Houston in April 2013. Details to follow.

Register online: www.prsa.org/pdg22 November 2012 TACTICS

Create Snappy Sound BitesHow to Write Moving Quotes andMemorable Quips• Learn how to make quotes crisp, clear and

concise, and how to avoid over-quoting, hic-cup quotes and an irritating “bumpety-bump”formula that lulls your readers to sleep.

• Write a colorful, quotable quote that getspicked up by the media.

• Write attribution like a pro, and use some sim-ple tricks and rules of thumb that will giveyour writing polish and authority.

Instructor: Ann Wylie, presidentof Wylie Communications, Inc., isthe author of more than a dozenlearning tools, including “Anatomyof a Press Release, Pitch and E-Mailed Release,” and “WritingThat Sells.”

Webinar, Nov. 13, 3–4 p.m. ESTPRSA Members FREE/Nonmembers $200

Writing That Sells — Products,Services and IdeasReach Reluctant Readers• Master a seven-step system for making every

piece you write easier to read and understand.• Gain useful tactics for developing distinctive

content that reaches and appeals to your tar-get audience.

• Draw people into your copy, make your copymore accessible and even reach readers whowill not read.

Instructor: Ann Wylie is president of WylieCommunications, Inc., and author of more than adozen learning tools, including “Anatomy of a PressRelease, Pitch and E-Mailed Release,” and “WritingThat Sells.”

One-Day SeminarDec. 7, 9 a.m.–5 p.m. ESTMiamiPRSA Members $595/Nonmembers $695

Write for ReadabilityHelp Your Audience Members Read,Understand and Remember Your Message• Learn the four components of more readable

messages, and the top two ways to increasereadability.

• Understand seven steps for making your copyeasier to read, and six tips for increasing com-prehension.

• Gain nine tools for measuring, managing andreporting reading ease, and three bonus tipsfor boosting readability.

Instructor: Ann Wylie is president of WylieCommunications, Inc., and author of more than adozen learning tools, including “Anatomy of a PressRelease, Pitch and E-Mailed Release,” and “WritingThat Sells.”

Webinar, Jan. 24, 3–4 p.m. ESTPRSA Members FREE/Nonmembers $200

Now They See ItGet the Message Across With GraphicStorytelling• Find out why it makes sense to add words and

pictures to your campaigns. (Use this researchto sell your approvers on the approach.)

• Review award-winning communication cam-paigns that relied on comic strips, cartoonsand other graphic storytelling approaches.

• Learn how to get more graphic stories intoyour communications.

• Explore no-cost, low-cost and worth-the-in-vestment tools for creating graphic stories.

Instructor: Ann Wylie is president of WylieCommunications, Inc., and the author of more thana dozen learning tools, including “Anatomy of aPress Release, Pitch and E-Mailed Release,” and“Writing That Sells.”

Webinar, March 12, 3–4 p.m. EDTPRSA Members FREE/Nonmembers $200

Power SpeechesCaptivate, Convince or ConvertAny Business’ AudienceThrough Speeches• Learn how leaders change organizations

through deeds and words.• Learn the importance of appealing to the

audience’s “right and left” brains.• Learn how storytelling is one of your best

means to motivate audiences to action.

Instructor: Jim Holtje is a 22-year publicrelations veteran currently serving as a publicrelations consultant.

Webinar, March 26, 3–4 p.m. EDTPRSA Members FREE/Nonmembers $200

Already Accredited? Earn APR maintenance credits for your continuingeducation. Five maintenance credits are required in continuingeducation and Professional Development in each maintenance cycle.Attending PRSA Professional Development events makes earningthose five credits easy! Each full conference or seminar day earns youtwo maintenance credits; a half-day earns you one maintenance credit.

Leadership & Management

NEW

Presenting Sponsor

NEW

Techniques & Tactics

Sponsored by the PRSA Educators Academy

Learning to TeachWhat You Need to Know to Develop aSuccessful Career as a Public RelationsEducator• Discover the academic credentials neces-

sary for different teaching situations, andhow to earn them.

• Understand the role of an educator.• Learn how to find part- and full-time teach-

ing positions. • Learn how to navigate the classroom, and

move through the teaching ranks.

Instructors:Terri Lynn Johnson, APR, associate professor,Eastern Illinois University.

Bonita Neff, Ph.D., associate professor,Valparaiso University, CommunicationsDepartment.

Webinar, Dec. 6, 3–4 p.m. ESTEducator Academy Members and PRSA Members FREE/Nonmembers $200

Communication Strategy

PR Boot CampKey Concepts and Techniques ofEffective Public Relations• Gain a clear understanding of public rela-

tions and communications concepts andtechniques through lectures, case studypresentations, discussions and group exercises.

• Examine the theory and practice of major issues facing the public relationsprofession.

• Participate in hands-on teamwork as youcreate your own 10-step public relationsplan based on a case study.

Instructor: Robin Schell, APR, Fellow PRSA,is senior counsel at Jackson Jackson & Wagner.

Two-Day SeminarDec. 3 (Day 1), 9 a.m.–5 p.m. CSTDec. 4 (Day 2), 9 a.m.–4 p.m. CSTDallasPRSA Members $799/Nonmembers $949

Register online: www.prsa.org/pdg TACTICS November 2012 23