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About the Nancy Bacher Long PR Institute

PRSA Philadelphia’s PR Institute is an annual professional development program founded in 2007 by Nancy Bacher Long, a legendary PR executive in Philadelphia. Tragically in 2012, Nancy Bacher Longer passed away from a terrible accident.  In December 2012 the program was renamed in her honor.

The Nancy Bacher Long PR Institute program was modeled after the long-standing 4A’s Institute of Advanced Advertising Studies, sponsored by the American Marketing Association. The program was design as an opportunity for junior to midlevel communications professionals to strengthen existing skills and develop new talents to meet the changing demands in our converging industry.


Nancy Bacher Long PR Institute Program

The PR Institute is an advanced training program, that keeps up-and-coming professionals in tune with the tools to excel in the industry, provide greater value to their organization and advance their career.

This program is ideal for communications professionals working at an agency, corporation or nonprofit and looking to improve their public relations skills and stay in tune with all aspects of the business.

Participants compete on mock-agency teams to create and pitch an integrated communications plan to a real-life client. Past clients include Big Brothers Big Sisters, Girls on the Run, Runwell, A program of Caron Treatment Centers, Hope Partnership for Education, Finding Shelter, Rebuilding Together Philadelphia, Child Advocates, Ralston Center and Toll Brothers.

Each Tuesday, participants attend two-hour educational sessions in Center City Philadelphia that are taught by leading industry practitioners. At the end of the program, teams pitch their final plan to the client and a winning team is chosen.

By the conclusion of the program, each participant will have written a full public relations plan from start to finish. As this is a timely endeavor, participants should plan to dedicate ample time to the program outside of the sessions.


About Your Commitment

When considering the PR Institute, we suggest that you strongly consider the time commitment of the sessions as well as the independent work outside of weekly sessions.

Each team manages their work and group schedules independently of the program. We will offer suggested timelines and guidance on advancing your plan within the aggressive timeline of the program, but it is critical that you are prepared to dedicate time to your team, the work and this important learning experience.

Finally, each PR Institute session is both a learning and a networking opportunity for participants. We strongly suggest that members attend all sessions, however if you have a planned conflict, we recommend talking to the committee about it as soon as possible and notifying your team at the start of the program (teams will be assigned at the first session).

For questions or more information:
Melanie Wright | PR Institute Chair