About the PR Institute

PRSA Philadelphia’s PR Institute (PRI) is an accelerated 10-week talent development program for junior to mid-level communications professionals to strengthen existing skills, develop new talents to meet the changing demands in our industry, build relationships with peers across the Greater Philadelphia region, and provide greater value and leadership within their organizations.

The program consists of regular sessions for education, networking, and project development, and a final in-person client presentation and half-day judging session. Participants compete on mock agency teams and use their training to create and pitch an integrated communications plan to a real-life nonprofit client.

By the end of the program, each team will have produced a full strategic communications plan from start to finish and the client gains actionable insights and recommendations to address real bottom-line challenges.

The PR Institute was founded in 2007 by Nancy Bacher Long (1958-2012), a PR legend whose visionary leadership has had an enduring impact on the PR and communications industry in Greater Philadelphia and beyond.

Who should participate?

The PR Institute is designed for:

High-performing, high-potential young professionals with 1-5 years of experience
Professionals recently tasked with overseeing or handling their organization’s communications function
Professionals contemplating a career change to PR/communications
Professionals interested in a refresh or continuing education

Time commitment

Participants will attend regular in-person sessions at locations in or near Center City Philadelphia over the course of the 10-week program. Additionally, as this is a timely endeavor, participants should plan to dedicate ample time to individual and group work outside of these sessions as teams formulate ideas, the strategic plan, and the final pitch.

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.

Past clients

Past clients include Big Brothers Big Sisters of America, Rebuilding Together Philadelphia, Girls on the Run, Hope Partnership for Education, Sustainable Business Network, Child Advocates, Ralston Center, Toll Brothers, The Rock School of Dance and Broad Street Love.

Benefits for participants

The PR Institute will better prepare you for your career ahead. By participating in this talent development program, rising PR pros will have the opportunity to:

Accelerate your journey from tactician to strategist
Learn from APRs, senior practitioners, and subject matter experts
Work in agency-style teams to address a real-world client challenge
Present your strategic plan to a panel of judges and receive feedback
Address client needs and communicate effectively with the C-Suite
Network with other up-and-coming professionals across Greater Philadelphia
Build your portfolio of skills and experience
Stimulate your creativity to apply to your day-to-day responsibilities

At the conclusion of the program, participants will also receive:

Two complimentary tickets to PRSA Philly’s annual Pepperpot Awards
One-year complimentary access to PRSA Philly’s Lunch & Learn educational series

Benefits for employers

The PR Institute serves employers as a recurring, cost-efficient and immersive talent development program for its most high-potential young employees.

These employees will bring back to the workplace:

A greater sense of the big picture
A more strategic perspective on communications/PR’s role in achieving business goals
An enhanced ability to make critical contributions
A stronger passion for delivering top-tier work

2026 Registration

Early bird (now until August 14): $300 members, $400 non-members

Regular rate: $600 members, $800 non-members

Registration includes two tickets to the 2026 Pepperpot Awards.

2026 Schedule

The 2026 PRI program will take place over 10 weeks beginning September 2026 and ending November 2026. Sessions will occur during evening hours, except for the final session where teams will pitch their campaign to the program client. Exact session dates are subject to change.

Contact admin@philly.org and PRInstitute@philly.org with questions or for more information.

September 1 from 6 to 6:30 p.m. – Intro to PRI, Final Product & Q+A (Virtual)
September 8 from 6 to 7 p.m. – Meet the client. Meet your team. (In person - location TBD)
September 15 from 6 to 7 p.m. – How to Write a PR Plan (In person - location TBD)
Team Working Session from 7 - 8 p.m.
September 22 from 6 to 7 p.m. – Client Q+A (Virtual)
September 29 from 6 to 7 p.m. – Research & Data (In person - location TBD)
Team Working Session from 7 - 8 p.m.
October 6 from 6 to 7 p.m. – Metrics, ROI & Building a Budget (In person - location TBD)
Team Working Session from 7 - 8 p.m.
October 13 from 6 to 7 p.m. – Media Relations - Beyond Basic Pitching Strategies (Virtual)
October 20 from 6 to 7 p.m. – Presenting Like a Pro & Influencing the C-Suite (In person - location TBD)
Team Working Session from 7 - 8 p.m.
October 27 from 6 to 7 p.m. – Media Panel or APR Panel (In person - location TBD)
Team Working Session from 7 - 8 p.m.
November 3 – No Session
November 10 from 9 a.m. to 2 p.m. – Final Pitches & Judging (In person - location TBD)
November 19 – Awards Presentation at PRSA Philly's 2026 Pepperpot Awards

Course Curriculum

Across this 10-week program, teams will learn from APRs, senior practitioners and assigned team mentors the skills necessary to successfully meet the client's needs and accelerate their careers.

Topics covered may include:

How to write a Strategic PR Plan
Digital Storytelling & Content Creation
Media Relations – Beyond Basic Pitching Strategies
Metrics, ROI & Budgeting a PR Plan
Presenting Like a Pro & Influencing the C-Suite

A detailed course schedule will be provided to all participants following the close of registration.