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Advance Your Career During The Pandemic

Now Registering for the 2021 Session

Available Via Zoom: September 7 – November 9

During the unprecedented COVID-19 interruption we’ve adjusted and retooled the delivery of our programming – and for the first time are offering Professional Development & Training courses remotely using Zoom. Unwrap new skills, or practice and enhance the ones you already have – from the comfort of home.

The PR Institute is an advanced training program, running each Fall, 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-up-to-date 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, Toll Brothers, Finding Shelter Animal Rescue, Runwell of Caron Treatment Centers, Rebuilding Together Philadelphia, Support Center for Child Advocates, and Hope Partnership for Education.

Each Tuesday, participants attend two-hour educational sessions via Zoom, 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 fully integrated communications 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.

PRSA Members: $250
Non-members: $350

*Registration closes on September 7, or when sold out.

PR Institute 2021 Schedule

TUES: 9/7/2021
Meet the Client

TUES: 9/14/2021
Writing A Plan

TUES: 9/21/2021
Strategic Planning

TUES: 9/28/2021
ROI/Budgeting Panel

TUES: 10/5/2021

TUES: 10/21/2021
Social Media Strategy



TUES: 10/19/2021
Presentation Training

TUES: 10/26/2021
Media Relations Panel

TUES: 11/2/2021

TUES: 11/9/2021
Final Presentations
*Session is during the workday between 9am-2pm!

THURS: 11/18/2021
Awards Presentation & Happy Hour



 For questions or more information: 
Committee Chair: Melanie Wright, prinstitute@philly.org