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PRSA Maryland is your local resource for professional advancement. Through our chapter and via the national PRSA organization, you have access to continuing education seminars, information exchange forums, training webinars and research projects.

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Reverse Case Study Method: Analyze, Build Backward, Compare

September 13, 2019 @ 8:00 am - 10:00 am


Registration is closed. Please register onsite. 

Too often we measure outcomes, but we don’t look back and prove that we built what we set out to build. Applying the Reverse Case Study Model to a PR campaign provides unbiased feedback, and a look at your plan from a new perspective through critical thinking and creative problem solving. Your communication plan will be re-built, based on nothing but research. Findings and a proposed plan will validate or disprove your intended baseline, measurements, audiences, influencers, platforms, methods, timeline, and more.

Join us as Captain Katie Cousins, Lead Instructor with the Defense Information School, shows us how to apply this model providing areas of improvement for campaign performance and long term efficiency. You’ll learn to …

  • Analyze any public PR campaign or event using the Reverse Case Study model.
  • Deconstruct available public information and design what you believe to be the public affairs communication plan through the use of the ABCs (Analyze, Build Backward, Compare).
  • Evaluate PR campaign objectives and identify areas of improvement and learned efficiencies.

When: Friday September 13, 2019 | 8 a.m – 10 a.m.
Where: The Conference Center at Sheppard Pratt | 6501 North Charles St.
Parking: Click here for site map
Investment: PRSA Member – $30; Non-members – $45 (includes light breakfast)

About our presenter:

Capt. Katie Cousins is a Public Affairs Qualification Course instructor at the Defense Information School. She entered the Air Force in 2010 as a graduate of the U.S. Air Force Academy in Colorado Springs, Colorado. Her Air Force experience includes serving as the Deputy Chief of Public Affairs for the 60th Air Mobility Wing at Travis Air Force Base, California and the Chief of Public Affairs for the 97th Air Mobility Wing at Altus AFB, Oklahoma. Following wing-level public affairs assignments, she served as the Commander, Detachment 2, 336th Training Squadron at Fort Meade, leading approximately 1,500 enlisted active duty, reserve, and national guard broadcasters and photojournalists in technical training. Captain Cousins earned a Bachelor of Science Degree in Foreign Area Studies from the U.S. Air Force Academy, and a Master’s Degree in International Relations and Conflict Resolution from American Military University.


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September 13, 2019
8:00 am - 10:00 am
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Conference Center at Sheppard Pratt
6501 North Charles St., Room 30
Baltimore, MD 21204
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Carol Blattau

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