PR Bootcamp
PR Bootcamp: How to Use Behavioral PR Strategies and Tactics
Successfully to Build Relationships & Achieve Successful Outcomes
is an in-person, instructor-led program presented in one full-day session being held Thursday, December 11th from 8:30 am – 2:00 pm at the NEPPA Training Center (200 New Estate Road, Littleton MA 01460).
We have partnered with Robin Schell, Senior Counsel and Partner at Jackson Jackson & Wagner to provide this full-day workshop. Participants will sharpen important public relations skills, while building a foundation of understanding of the PR strategy and techniques that are beneficial in achieving positive organizational outcomes.
Who Should Attend
-Administrative Professionals
-Leadership
-Customer Service
-Those in other roles who communicate with the public
Course Overview
NEPPA members, particularly smaller shops, are typically lean organizations with staff who are less experienced in handling public relations issues such as media (traditional and social), outreach (non-media related/relationship building), reputational issues, internal communications and more. This full-day, “PR Bootcamp” workshop will give participants an opportunity to sharpen important public relations skills, while building a foundation of understanding of PR strategy and techniques that would be beneficial in achieving positive organizational outcomes.
This session will create a common understanding of the role of Public Relations with examples of how your Public Relations plan can be used to:
1. Build long-term relationships with key internal and external stakeholders
2. Think strategically when prioritizing PR activities
3. Anticipate issues and prepare for crisis situations in a way that preserves reputation
4. Make sure that leadership and employees to speak with one voice as ambassadors for your organization
5. Evaluate success
Participates will be provided examples of PR strategies and techniques that have moved the needle on behavior from their long experience counseling municipal utilities and other industries. Participants will be encouraged to share their own best practices, as the session will be interactive.
Agenda
Agenda details are subject to change.
Thursday, December 11, 2025
8:30 am Registration (Coffee/Tea and Light Continental Breakfast will be provided)
9:00 am Welcome & Introductions
9:30 am Instruction – Introduction to Public Relations:
o Review of Behavioral PR Theories
o Qualitative & Quantitative Research
o Engaging Employees As Ambassadors
10:30 am Break
10:45 am Instruction – Media Relationship Building:
o Effective strategies for building media relationships and identifying opportunities to amplify positive stories and minimize negative stories
o The role and management of social media
o “Think Like A Reporter” exercise and mock interview (with review of interview do’s and don’ts)
12:00 pm Lunch
12:30 pm Instruction – Issue Anticipation & Crisis Communication:
o Five types of issues (interactive discussion)
o Identifying the top 5-7 issues for your crisis communication plans
o Cardinal rules of communicating in a crisis
o Elements of a crisis communication plan
o Exercise: Developing holding statements on priority issues
1:30 pm Q&A Session
2:00 pm Adjourn
About the Instructor
Robin Schell, APR, Fellow PRSA
Senior Counsel & Partner, Jackson Jackson & Wagner
Robin Schell is Senior Counsel and Partner for Jackson Jackson & Wagner, a behavioral public relations and management consulting firm based in the seacoast of NH. Robin is an accredited member of the Public Relations Society of America (PRSA) and the PRSA College of Fellows (COF). She received COF’s 1st annual Sage Award in 2018 for her mentoring efforts. A frequent speaker at conferences across the country, Robin regularly teaches the popular “PR Bootcamp” class for PRSA. She is the immediate past president of PRSA’s Yankee Chapter, serving Maine, NH and VT and currently serves as Chair of the Membership Committee. She has also served as an adjunct professor at both the University of New Hampshire and the University of South Carolina and is a contributing editor to the book, “Public Relations Practices: Managerial Case Studies & Problems: 8th Edition” by Allen Center, Patrick Jackson, Stacey Smith and Frank Stansberry.
A graduate of the University of New Hampshire, Robin is an active member of the UNH Alumni Association. She is a resident of Amesbury, MA and participates in the Amesbury Rotary “Readers are Leaders” program, coordinates the meal program for Main St. Congregational Church. She serves as Publicity Chair for LUNGSTRONG, a nonprofit organization that funds innovative lung cancer research and is a 12-time bike rider in the Pan-Mass Challenge.
Registration
To register, please click the button below. Upon completion of the Program, participants will receive a Certificate of Completion from NEPPA. Registration fees include breakfast and lunch. If you have any dietary restrictions or considerations, please make note on your registration.
2025 Registration fees are as follows:
NEPPA Members: $289
Non-Members: $389
Cancellation Policy
Cancellations are accepted until two weeks prior to the start of the class – November 27th. Substitutions may be made at any time prior to the start of the class.
Lodging Information
Lodging is not included in your registration fees and must be arranged directly with the hotel. If you need overnight accommodations, please see our lodging information page for details on discounted rates.
Questions?
Please contact training@neppa.org or call the office at (978) 540-2200.