Training & Workshops

Presented by a PRWB trainer, this second module explores reputation as a strategic asset of organizations and situates public relations within the broader communication ecosystem: integrated marketing communication, advertising, and media relations. Particular attention is given to media effects and the major theories that explain them, including agenda-setting, priming, framing, the spiral of silence, and the echo chamber. Participants thereby learn to decode the influence of media on public opinion — an essential skill for the local organizations that PRWB supports on a volunteer basis to increase their visibility and drive new behaviors.