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A CERTIFICATE PROGRAM
SIX LIVE AND/OR ON-DEMAND MODULES
AUGUST 14–SEPTEMBER 18, 2019
INTEGRATED COMMUNICATIONCERTIFICATE PROGRAM
INTEGRATED COMMUNICATIONCERTIFICATE PROGRAM
AUGUST 14–SEPTEMBER 18, 2019 • WEDNESDAYS AT 3 P.M.
The Integrated Communication Certificate Program builds an advanced approach to integrated marketing communications that is specifically built for today’s communication professional. Strategic integrated communication can help organizations streamline their efforts and significantly boost results by focusing on synergy, alignment and measurement.
Designed as a live certificate of completion program, the Integrated Communication Certificate Program will equip management-level communicators with best practices within integrated marketing concepts for specific audiences in order to develop integrated strategies and tactics that work together to boost results and effectively manage your work in a planned, synchronous fashion.
The live, online series of six modules will launch on Aug. 14, 2019, and run through Sept. 18,
2019, airing each consecutive Wednesday from 3–4:30 p.m. ET. All modules will be recorded so that participants can listen or review them after the live date or to re-listen in preparation for the final exam. Additionally, member participants will be given access to PRSA’s Online Integrated Communication Community, an exclusive online forum offering private access and interactive dialogue with other members taking the course.
Each module will be led by nationally and internationally recognized experts in their field. Most also will include a case study presented by an industry leader who worked through an integrated communication project and can share what was effective and what wasn’t.
After successfully completing the 18-question, multiple-choice test at the end of the series, registrants will be awarded a certificate of completion.
PROGRAM INFORMATION
SIX LIVE AND/OR ON-DEMAND COURSES
1
The 6-week Integrated Communication Certificate Program modules include the topics of:
• Integrated Marketing Communications (IMC)Concept Review
• Building Cross-Channel Personas• Identifying and Influencing Audience
Behavior• Using Digital Marketing and SEO Tactics to
Build Integration• The Role of Content and Social Media in
Effective Integration• Measuring Integrated Marketing
Communications
MODULES
I N T E GR AT E D C OM M U N IC AT ION
C E RT I F IC AT E P RO GR A M
This certificate program is designed for:• Manager and senior-level PR and communication professionals.• Professionals who are responsible for corporate communication.• Any professional responsible for managing a corporate communication team.• Leaders charged with advising other executives.• Professionals responsible for managing digital communications.• Marketing professionals.• Managers with five or more years of experience.
2
By the end of this certificate program, participants will be able to:• Understand advanced concepts of integration in the context of public relations and
communications projects.• Apply integration strategy across multiple channels to drive stronger results in faster, more
efficient manner.• Understand digital marketing and SEO strategies to create more cohesive integrated plans.• Enhance social media and content skills to build stronger synergy between channels.• Create effective goals and measurements to determine success metrics and create a
continuous improvement feedback loop.
OBJECTIVES
WHO SHOULD ENROLL
“Change is happening at a rapid rate in the communications industry. A commitment to ongoing professional development and continuous learning is vital to remain successful in this shifting landscape.”
~ Bonnie Harris, President, Wax Marketing
PROGRAM DESIGN
MODULE SPEAKER/MODERATOR
GUEST SPEAKER
DATE & TIME
1
Integrated Marketing Communications (IMC) Concept Review
BONNIE HARRISPresidentWax Marketing
ERIC WINKFIELD Public Affairs Manager Pepco an Exelon Company
August 143–4:30 P.M. EDT
2
Building Cross-Channel Personas
BONNIE HARRISPresidentWax Marketing
August 213–4:30 P.M. EDT
3
Identifying and Influencing Audience Behavior
BONNIE HARRISPresidentWax Marketing
BRIDGETTE BORST OMBRESDirector of Marketing and CommunicationsA2U
August 283–4:30 P.M. EDT
4
Using Digital Marketing and SEO Tactics to Build Integration
BONNIE HARRISPresidentWax Marketing
JUSTIN SEIBERT PresidentDirect Online Marketing
September 43–4:30 P.M. EDT
5
The Role of Content and Social Media in Effective Integration
BONNIE HARRISPresidentWax Marketing
MARY PREVOSTFounderPrevost Partners
September 113–4:30 P.M. EDT
6
Measuring Integrated Marketing Communications
BONNIE HARRISPresidentWax Marketing
CYNDI GREENGLASSSr. Vice President, Strategic SolutionsDiamond Communication Solutions
September 183–4:30 P.M. EDT
3
SCHEDULE
4
LIVE/ON-DEMAND MODULES
ERIC WINKFIELDPublic Affairs ManagerPepco an Exelon Company
SPEAKER CASE STUDY SPEAKERSPEAKER/MODERATOR GUEST SPEAKER
BONNIE HARRISPresidentWax Marketing
AUGUST 14 • 3–4:30 P.M. EDT
In this module, participants will gain a true understanding of the concepts of integrated marketing communications, including common misconceptions about the practice. Participants will learn why IMC is a much more powerful communications method than traditional outreach methods, and hear examples of successful IMC project results.
By the end of this module, participants will be able to:• Understand the importance of a core strategy statement. • Develop cross-channel strategies for communications. • Identify ways to apply core concepts of IMC to ongoing communications campaigns.
INTEGRATED MARKETING COMMUNICATIONS (IMC) CONCEPT REVIEW
5
LIVE/ON-DEMAND MODULES
SPEAKERSPEAKER
BONNIE HARRISPresidentWax Marketing
AUGUST 21 • 3–4:30 P.M. EDT
In this module, participants will learn best practices for personas to accelerate communications efforts. Participants will receive an overview of ways to rapidly develop and implement personas for daily communications routine and key behaviors to identify and incorporate into outreach efforts.
By the end of this module, participants will be able to:• Use a framework to build personas quickly.• Understand the primary characteristics of personas used by communicators.• Define ways to incorporate personas into daily communications tactics.
BUILDING CROSS-CHANNEL PERSONAS
6
LIVE/ON-DEMAND MODULES
AUGUST 28 • 3–4:30 P.M. EDT
In this module, participants will gain an understanding of how behavior can be understood and influenced, and how to apply that information to today’s communications campaigns. Participants will learn about behavior basics and why communicators are turning to persona-based audience definition, and hear takeaways from viral IMC campaigns with behavior-based strategies.
By the end of this module, participants will be able to:• Understand the reasons why what audiences do is more important than who
they are.• Evaluate target audience behaviors for communications purposes.• Create communications strategies to motivate desired behaviors.
BRIDGETTE BORST OMBRESDirector of Marketing and CommunicationsA2U
IDENTIFYING AND INFLUENCING AUDIENCE BEHAVIOR
SPEAKER CASE STUDY SPEAKER
BONNIE HARRISPresidentWax Marketing
SPEAKER/MODERATOR GUEST SPEAKER
7
LIVE/ON-DEMAND MODULES
SEPTEMBER 4 • 3–4:30 P.M. EDT
In this module, participants will receive an understanding of search engine optimization technique basics and how SEO can be effectively used to boost earned media results, from optimizing press releases to creating owned media that will get exposure in search engine news results. In addition, the instructors will demonstrate how SEO plays an ever-growing role in the world of communications.
By the end of this module, participants will be able to:• Explain the basics of SEO and how it intersects with communications.• Create optimized press releases and content.• Work with SEO teams to align their communications efforts.
JUSTIN SEIBERTPresidentDirect Online Marketing
USING DIGITAL MARKETING AND SEO TACTICS TO BUILD INTEGRATION
SPEAKER CASE STUDY SPEAKER
BONNIE HARRISPresidentWax Marketing
SPEAKER/MODERATOR GUEST SPEAKER
8
LIVE/ON-DEMAND MODULES
MARY PREVOSTFounder Prevost Partners
SPEAKER CASE STUDY SPEAKER
BONNIE HARRISPresidentWax Marketing
SEPTEMBER 11 • 3–4:30 P.M. EDT
In this module, participants will learn about ways to build synergy between content, social media, and other messaging channels to boost individual and overall results. Concepts like message alignment, timing, and familiarity across channels will be covered as well as the importance of understanding specific audience behaviors as they relate to curating and absorbing information.
By the end of this module, participants will be able to:• Analyze current campaigns to find opportunities for linking content, social media
and communications tactics.• Strategize ways to synchronize content and social media with traditional outreach
efforts.• Apply test and learn practices to continuously improve integration results across
content and social media channels.
THE ROLE OF CONTENT AND SOCIAL MEDIA IN EFFECTIVE INTEGRATION
SPEAKER/MODERATOR GUEST SPEAKER
9
LIVE/ON-DEMAND MODULES
CYNDI GREENGLASS Sr. Vice President, Strategic SolutionsDiamond Communication Solutions
MEASURING INTEGRATED MARKETING COMMUNICATIONS
SPEAKER CASE STUDY SPEAKER
BONNIE HARRISPresidentWax Marketing
SEPTEMBER 18 • 3–4:30 P.M. EDT
In this module, participants will learn integrated measurement practices that take into account new goals for attribution models and conversion tactics. The focus of this module will be understanding how to measure and report the ROI of communications campaigns in today’s integrated world.
By the end of this module, participants will be able to:• Create effective goals and measurements to determine success metrics.• Understand the role of iterative measurement and adopt a “test and learn” approach
to communications.• Manage their time to incorporate testing practices for stronger results.
SPEAKER/MODERATOR GUEST SPEAKER
PRSA MEMBER RATES*
Early Bird Rate(before July 17) $1, 295
Regular Rate(after July 17) $1,495
NONMEMBER RATE
$1,795
*Global Alliance members qualify for the PRSA Member Rate.
DETAILS & PRICING
10
LEARN AS A GROUPSpecial Rates are available for groups of five or more. Please contact PRSA for more details.
CANCELLATIONS/REFUND POLICYRefund of the Integrated Communication Certificate Program fee, less an administrative fee of $100, will be made if written notice of cancellation is emailed to [email protected] or made in writing and mailed no later than July 31, 2019 to: Integrated Communication Certificate Program, 411 Lafayette Street, Suite 201, New York, NY 10003. If you cannot attend, you may notify PRSA by July 31, 2019, if another person will be attending the course in your place. For substitution, PRSA nonmembers must pay the appropriate difference in the registration fee. Please call (800) 350-0111 to make this notification.
APR MAINTENANCE CREDITParticipants earn 1.0 APR Maintenance Credit for each completed session of this course, for a total of 6.0 APR Maintenance credits.
FOLLOW ALONG #PRSAIntComm
FOR MORE INFORMATION & TO REGISTER Visit bit.ly/prsaintcomm
CONTACTJason Barnhart • Director, Professional Development(212) 460-1480 • [email protected]
120 Wall St., F
loor 21N
ew York, N
Y 10005
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