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

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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 registration@prsa.org 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 • jason.barnhart@prsa.org

120 Wall St., F

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