HomePR Institute

Nancy Bacher Long (1958-2012)

About PR Institute

PRSA Philadelphia’s PR Institute (PRI) is an accelerated talent development program for junior to mid-level communications professionals to strengthen existing skills, develop new talents to meet the changing demands in our industry, build relationships with peers across the Greater Philadelphia region, and provide greater value and leadership within their organizations.

In 2024, we are shifting the long-standing structure of the program to better accommodate the modern schedules and goals of up-and-coming professionals, consisting half-day sessions for education, networking, and project development, and a half-day client presentation and judging session.

Participants compete on mock agency teams and, using their training, create and pitch an integrated communications plan to a real-life nonprofit client. By the end of the program, each group will have produced a full strategic communications plan from start to finish. The winning team will be announced at the 2024 Pepperpot Awards celebration on December 5 at The Down Town Club in Center City Philadelphia.

PR Institute was founded in 2007 by Nancy Bacher Long (1958-2012), a PR legend whose visionary leadership has had an enduring impact on the PR and communications industry in Greater Philadelphia and beyond.

Fall 2024 Perks

One complementary ticket to the 2024 Pepperpot Awards (Dec. 5)
One year complementary access to Lunch & Learns educational series
Social media/email "virtual badge" indicating successful completion of program

NEW FORMAT

Three in-person, half-day sessions
9 a.m. - 2:30 p.m. at Center City location

Tuesday, September 17 - Session 1
Tuesday, October 15 - Session 2
Tuesday, November 19 - Presentations & Judging
Thursday, December 5 - Winning Team Announced at Pepperpot Awards Celebration*

PRICING

$600 – PRSA Philly Member
$800 – Non-Member

Last day to register is September 10.
Registration includes one ticket to the 2024 Pepperpot Awards.

Contact admin@philly.org and PRInstitute@philly.org with questions or for more information.

FAQs

Overview

Course Curriculum

Benefits of the Program

Employer Assistance

WHO SHOULD PARTICIPATE?

The PR Institute is designed for:

High-performing, high-potential young professionals with less than 10 years of experience
Professionals recently tasked with overseeing or handling their organization’s communications function
Professionals contemplating a career change to PR/communications
Professionals interested in a refresh or continuing education

Space in the program is limited, so registering early will help secure your spot!

WHEN WILL THE WINNERS BE ANNOUNCED?

The winning team will be announced at the 2024 Pepperpot Awards on Thursday, December 5. All participants will be recognized and the winning team will be honored during the industry’s signature annual celebration.

The registration cost for PR Institute includes the cost of one complimentary ticket to the event. Participants will network with industry professionals while enjoying a cocktail reception, seated dinner, and open bar.

HOW HAS THE PROGRAM STRUCTURE CHANGED IN 2024?

While the program was on hiatus during the pandemic, we recalibrated the curriculum and logistics. In 2024, we are shifting the long-standing structure of the program. Traditionally, the program was eight weeks of onsite weekly evening meetings, followed by a final judging session. To better accommodate the modern schedules and goals of up-and-coming professionals, the 2024 PR Institute will consist of two half-day sessions for education, networking, and project development, and a half-day client presentation and judging session. Additionally, participants will be recognized and the winning team will be announced at the 2024 Pepperpot Awards during our industry’s signature event, instead of at a stand-alone happy hour strictly for participants.

WHAT IS THE TIME COMMITMENT?

Outside of the two half-day educational sessions and the final judging session, participants should plan to dedicate ample time to individual and group work as teams formulate ideas, the strategic plan, and the final pitch.

Each team manages their work and group schedules independently of the program. We will offer suggested timelines and guidance on advancing your plan within the aggressive timeline of the program, but it is critical that you are prepared to dedicate time to your team, the work, and this important learning experience.

Participants are required to attend all scheduled sessions, including the final pitch presentation to the panel of judges. Attendance at the Pepperpot Awards is not required but most certainly encouraged as it will be a time to celebrate this major accomplishment.

WHO ARE PAST PR INSTITUTE CLIENTS?

Past clients include Big Brothers Big Sisters of America, Rebuilding Together Philadelphia, Girls on the Run, Hope Partnership for Education, Sustainable Business Network, Child Advocates, and Toll Brothers.

OVERVIEW

The Nancy Bacher Long PR Institute is an accelerated talent development program designed for high-potential employees to learn the tools necessary to excel in the industry, provide greater value to their organizations, and advance their careers.

Participants compete on mock-agency teamsto create and pitch an integrated communications plan to a real-life client. During two in-person, half-day sessions, participants attend modules led by APRs and senior industry practitioners.

At the end of program, each team will have written and pitched their final plans to the client. The winning team will be chosen and announced at the 2024 Pepperpot Awards. All teams will be provided written feedback on their work from the panel of judges.

WHEN & WHERE

Two, half-day education sessions – Tuesday, September 17 and Tuesday, October 15

One, half-day team presentation and judging session – Tuesday, November 19

9 a.m. – 2:30 p.m.

Hosted at office in Center City Philadelphia

Participants must attend all three sessions in-person. Teams should also meet regularly (in-person or virtually) outside of the scheduled sessions to work together to prepare the plan, presentation and final pitch.

COURSE CURRICULUM

The PR Institute opens with a real-life client challenge and follows the path of preparing for a pitch under the guidance of a team mentor. Across the next two months as teams formulate their strategies, APRs and senior practitioners will lead modules teaching participants the skills necessary to successfully meet the client’s needs and transition from PR tactician to strategist in their careers. Topics covered may include:

Developing a Compelling Strategic Plan
Digital Storytelling & Content Creation
Media Relations – Beyond Basic Pitching Strategies
Metrics, Measurement & ROI
Potential of AI in PR
Influencing the C-Suite
PR x Marketing Mix
Harnessing a “Big Idea”

A detailed course schedule will be provided to all participants following the close of registration.

BENEFITS FOR PARTICIPANTS

The PR Institute will better prepare you for your career ahead. By participating in this talent development program, rising PR pros will have the opportunity to:

Accelerate your journey from tactician to strategist
Learn from APRs, senior practitioners, and subject matter experts
Work in agency-style teams to address a real-world client challenge
Present your strategic plan to a panel of judges and receive feedback
Address client needs and communicate effectively with the C-Suite
Network with other up-and-coming professionals across Greater Philadelphia
Build your portfolio of skills and experience
Stimulate your creativity to apply to your day-to-day responsibilities

Participants will also have complementary access to PRSA Philly's "Lunch & Learn" series from September 2024 through September 2025.

Ultimately, this experience can accelerate your career and provide new perspectives shaping your outlook for years. It helps make you a better collaborator and leader in our field.

BENEFITS FOR EMPLOYERS

Through this accelerated talent development program, the rising stars on your team will gain:

A greater sense of the big picture
A more strategic perspective on communications/PR’s role in achieving business goals
An enhanced ability to make critical contributions
A stronger passion for delivering top-tier work.

PR Institute offers communications/public relations organizations and departments a program that provides up-and-coming practitioners an accelerated real-life understanding of our business. Investing in this efficient, cost-effective training program as a channel for talent development will rocket your high-potential employees from tacticians to strategists.

PURPOSE-DRIVEN COMMUNICATIONS

The PR Institute participants work together as a team to use their entrepreneurial and leadership skills to provide pro bono consulting services for a real-life nonprofit client looking to better fulfill their mission and vision through strategic communications.

Teams create an integrated marketing and communications strategy to help raise awareness about the importance of the purpose-driven organization’s work and its positive impact on the Greater Philadelphia community – whether that be social, cultural, economic, or environmental.

Over the past decade, PR Institute participants, mentors, and instructors have contributed nearly 140,000 hours of pro bono strategic consulting services.

Request Registration and Membership Dues Assistance from Your Employer

Your company may cover the PR Institute registration fee and/or PRSA’s membership dues as part of their commitment to employee professional development. Below we have included sample letters and invoices to share with your manager.