Learning Never Ends: The Value of Continuing Education for Public Relations Professionals

Learn how staying on top of the latest trends can help practitioners in one of the most dynamic professions continue to advance their careers.
By Malissa Carroll 

As someone who works in a health professions school, I have become familiar with the value that continuing education holds for physicians, nurses, pharmacists, and other health care professionals. In addition to the mandated continuing education requirements to which they must adhere to remain in practice, these practitioners are always searching for new opportunities to expand their knowledge and skillsets, allowing them to better serve their patients and practice at the top of their licensure. While health care and public relations are two vastly different fields, my experience has shown me that, in the area of continuing education, there might be some lessons that we can share.

To Learn is to Lead

Similar to health care, which has witnessed an incredible evolution in recent years, advances in technology have helped public relations become one of the most dynamic professions in which individuals can pursue a career. The constant advent of new mediums and platforms through which brands can share their messages – from smart phones to social media – challenges public relations professionals to keep up with ever-changing trends, contributing to the need for continuing education to help us acquire the skills necessary to incorporate these advancements into existing plans, strategies, and tactics.

Fortunately, we as public relations professionals do not need to look too far for opportunities to build on our existing knowledge and skills to ensure that our work makes the greatest impact for our clients. Whether you are an early career professional who is interested in obtaining an advanced degree or an experienced practitioner who wants hone his or her skills on a new platform, there are numerous options available to help you meet your personal and professional education goals.

Attend a Conference

One way for working professionals to gain new knowledge or acquire new skills is to attend conferences focused on their field or area of interest. These events often feature distinguished speakers who are leaders in the profession and from whose experiences everyone in attendance can learn. In addition to the national conferences and workshops offered through the Public Relations Society of America (PRSA), you can find a number of local and regional events through PRSA-MD, which can offer insight into how peer organizations are staying on top of the changing industry.

Complete an Advanced Degree

Colleges and universities are becoming increasingly sensitive to the needs of working professionals who are looking to advance their careers with a master’s or other professional degree. Many institutions now offer students the option to complete their degrees entirely online, while others provide evening and weekend courses that seamlessly fit into working professionals’ busy schedules. The University of Maryland University College, Notre Dame of Maryland University, Georgetown University, and New York University are just a few of the institutions that offer advanced degree programs for public relations professionals. A quick Internet search will lead you to many more results – at least one of which is sure to meet your unique needs.

Pursue a Certification

Obtaining a professional certification is another way to demonstrate your proficiency as a public relations practitioner. As the nation’s largest professional organization serving the communications community, PRSA offers a range of certifications for new and experienced professionals to demonstrate drive, dedication, and values in the field of public relations, including the Accreditation in Public Relations (APR) credential. The APR credential certifies a public relations practitioner’s drive, professionalism, and principals, setting that individual apart from peers and positioning him or her as a leader and mentor in the public relations field.

Register for a Webinar

For public relations practitioners who do not have much time to spare, webinars provide an excellent opportunity to pursue continuing education. These one- to two-hour events are designed for professionals who want to keep abreast of current trends in the field, but who might not have the time available to earn a formal certification or degree. PRSA offers a wide range of webinars – many available at no cost to members – that aim to help practitioners understand new concepts or tools, as well as refine their existing skills.

Abigail Adams once said, “Learning is not attained by chance, it must be sought for with ardor and attended to with diligence.” Whether on the frontlines of patient care or behind-the-scenes bringing awareness to a brand, the value that continuing education can have on an individual’s career cannot be understated. If you have one hour, one week, or one year or more to spare, there are continuing education options available that will help you stay on top of current trends to ensure that you can continue providing the best service for your clients.

Baltimore-Based Vitamin® Agency Helps Bring Offshore Wind Industry to Maryland

The Story

When Vitamin® first partnered with the Business Network for Offshore Wind, the offshore wind industry was at a crucial decision-making moment. The industry needed a central hub in the United States to develop a domestic supply chain, and Maryland had the opportunity to become that hub and obtain thousands of jobs for the state.

The Maryland Public Service Commission was in the process of deciding whether to award a $1.9 billion Offshore Wind Renewable Energy Credit (OREC) to one or more developers with intent to build a large-scale offshore wind farm off the coast of Maryland. As the only nonprofit dedicated to the growth of the offshore wind industry in the United States, the Network was committed to raising awareness around the benefits of offshore wind and influencing a positive OREC decision. So, the organization brought Vitamin® in to generate buzz and awareness around OREC, and to position the Network as a thought leader in the offshore wind industry.

The Campaign

To kick off the campaign, Vitamin® put together an aggressive media relations strategy around the Network’s “Meet the Developers” event, inviting media to attend and hear directly from the two developers vying for OREC funding. We set up on-site interviews with the two developers and executives from the Network about the benefits of offshore wind, the importance of the Public Service Commission supporting offshore wind, and what it would mean for the state of Maryland if OREC did not pass. This event became a catalyst for subsequent media coverage and the media’s full understanding of OREC.

Vitamin® also handled media relations for the Network’s annual International Offshore Wind Partnering Forum (IPF), a major industry conference that drew hundreds of attendees from around the world. We handled pre-event pitching, day-of-event pitching, and post-event pitching to drive registrations, encourage media attendance, and continue the conversation around the benefits of offshore wind. Through the IPF, we provided the media with expert perspectives from around the world on how to successfully develop an offshore wind industry in the U.S. and how the industry would impact Maryland and the country at large.

Following the IPF conference, Vitamin® focused on thought leadership and positioned the Network as an expert in offshore wind. We pitched the organization’s executive director to local media and trade publications for print, online, and broadcast interviews; bylined articles; and op-eds.

The Results

Vitamin® secured nearly 20 hits in 60 days for the Network in key local and trade press, including the Baltimore Business JournalThe Baltimore SunNorth American WindpowerUS News & World ReportWindpower Engineering & Development, and more. Additionally, the 2017 IPF sold out prior to the conference and drew in hundreds of attendees from around the world. It was the Network’s largest IPF conference to date.

Most importantly, on May 11, 2017, the Public Service Commission awarded OREC funding to both offshore wind developers who will each build a large-scale offshore wind farm off the coast of Maryland. This decision made Maryland the central hub of this new industry in the United States and is expected to bring tens of thousands of jobs and enormous health and environmental benefits to the state.

Vitamin® is proud to have been a part of bringing this new industry to Maryland and we look forward to seeing how it develops and shapes our state.

Vitamin at Work

To find out more ways that Vitamin® is the Cure for the Common Brand®, click here.

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