PRINZ - Public Relations Institute of New Zealand

Integrated Marketing Communications Masterclass - Online Via Zoom
2022-05-26 09:30 - 12:00 (Pacific/Auckland)
8th - 10th September 2026 @ 9:30am-12:00pm, (3x morning sessions)

OverviewIf you are new to public relations, get ready to enter a profession undergoing a seismic shift. The purpose of public relations remains the same – building and sustaining the relationships that organisations need to maintain their licence to operate. What has changed are the methods of practice. Artificial intelligence, new communication challenges and stakeholder expectations of transparency and accountability mean practitioners now need broader capabilities and stronger judgement than ever before. This course provides a practical introduction to modern public relations and leadership communication. It explores what public relations is for, how it works in practice and the range of roles practitioners are expected to play today, from strategist and adviser to coordinator and orchestrator of complex activity. It provides practical instruction on skills and capability development from ethical and innovative use of AI, risk and issues management, storytelling and stakeholder engagement to developing, managing and measuring programmes and campaigns. Designed for you if you are new to public relations or communication, this is a course that offers a clear grounding in both the principles of the profession and the realities of working in it today – and tomorrow. Learning OutcomesUnderstand the purpose and responsibilities of public relations in organisations and communitiesRecognise the different – and changing – roles public relations and communication practitioners undertakeUnderstand how artificial intelligence and digital systems have changed methods of practice Understand fundamentals of strategy, planning and evaluationIdentify the basics of risk, issues and crisis communicationRecognise the importance of ethics, judgement and stakeholder relationshipsAcross three interactive sessions, you will explore:What public relations is, what it does and why it mattersHow public relations works in practice, including strategy and planningThe different roles within the profession and the capabilities requiredHow to apply artificial intelligence in today’s practice environmentFundamentals of measurement, evaluation and demonstrating valueManaging risk, issues and crises in a communication contextEthics, responsibility and professional judgement in modern practiceGST included and Zoom links will go out closer to the date to allow for those last minute sign ups! Pease do check your spam box.

Your presenter is..Catherine Arrow LPRINZ FPRINZ FCIPRCatherine Arrow is a pioneer and recognised leader in public relations education and practice and was named Global Public Relations Practitioner of the Year at the World PR Awards. She works with professionals and organisations of all types to build capability, strengthen strategy and deliver meaningful outcomes. As founder and director of PR Knowledge Hub, Catherine leads an independent learning centre that provides high-quality professional development for practitioners worldwide — in person, online and on demand. Her work spans organisational relations, internal communication, public engagement, advocacy, ethics, risk and reputation, with a central focus on the practical use of emerging technologies. Over the last decade, she has focused on exploring and communicating the transformative impact of artificial intelligence on public relations and society, providing critical training and guidance and launching the first global AI in PR Capability Certification in 2022. Catherine supports practitioners at all stages of their career, helping them navigate complexity, build trust and lead with purpose. Catherine is a Life member and Fellow of the Public Relations Institute of New Zealand, a Fellow of the Chartered Institute of Public Relations, Accredited Fellow ASEAN PR Network and a Founding Chartered Public Relations Practitioner. She is a Member of the Commission on Public Relations Education and a Member of the Institute of Directors. Contributions to the public relations profession include her eight-year tenure as board member and Secretary of the Global Alliance for Public Relations and Communication Management and she is an active member of the International Advisory Board for FERPI. A respected writer and speaker on the societal impacts of public relations, Catherine’s career has spanned the Northern and Southern Hemispheres and she is a recipient of the Public Relations Institute of New Zealand President’s Award for exemplary contribution to the profession.

Public Relations Strategy and Evaluation
2022-05-30 09:30 - 2022-06-02 12:00, 2022-07-04 09:30 - 2022-07-07 12:00

Public Relations Institute of New Zealand National AGM 2022
2022-05-31 13:00 - 14:00

The Right Words - Writing Series with Catherine Arrow
2022-06-28 09:30 - 15:00

Northern Networking
2022-06-30 17:00 - 19:30

Online Panel Session – Tips on using and championing plain language
2022-07-04 13:00 - 14:00

New professionals coffee catch-up
2022-07-26 10:00 - 11:00

Careers in PR and communication
2022-08-10 12:00 - 13:00

Develop your own Digital PR plan - 4 week course
2022-08-10 17:00 - 2022-08-31 19:00

Taking a kaupapa Maaori approach to communication
2022-08-11 16:30 - 18:30

How to get positive news media coverage for your clients in today’s world - A masterclass with Pete Burdon
2022-08-18 09:30 - 12:00

PRINZ Student Members Careers Workshop
2022-08-24 12:00 - 13:00

In the Hot Seat? Media and Presentation Training for PR and Communications Practitioners at TVNZ – Auckland
2022-09-02 09:30 - 17:00

Wellington region PRINZ Fellows' Dinner
2022-09-08 18:30

Parakuihui ki Pōneke
2022-09-15 07:30 - 08:30

Waikato Networking Breakfast
2022-09-22 07:30 - 08:30

Wellington Comms Catch-up
2022-09-29 17:00 - 20:00

Issues and Crisis Management
2022-10-12 09:30 - 16:00

Secrets of Success
2022-10-20 17:30 - 19:00

Digital PR 101
2022-11-09 10:00 - 13:00 | Online

Ask an expert: with Strahan Wallis, CEO Clemenger Group (NZ)
2022-11-10 17:00 - 18:30 | Clemenger Group, Level 2, 1 Post Office Square, Wellington Central, Wellington, 6011, New Zealand

PRINZ Awards Gold Winner: Ōkārito GorseBusters Webinar
2022-11-15 12:00 - 13:00 | Online

IC Futures – Inside Internal Communication
2022-11-16 09:30 - 12:00 | Online

TVNZ – The Grand Tour (provided by PRINZ)
2022-11-17 17:00 - 19:30 | TVNZ – Cnr Victoria St West, 100 Victoria Street West, Auckland Central, Auckland, New Zealand

PRINZ Awards Winner: When Nature Calls Webinar
2022-11-22 12:00 - 13:00 | Online

Collective Immunity Protects our Community: Webinar (PRINZ Silver Awards Winner)
2022-11-24 14:00 - 15:00 | Online

Goodbye 2022!
2022-11-24 17:30 - 19:00 | Casa Publica, 180 Armagh Street, Christchurch Central, Christchurch, 8011, New Zealand

Measurement and Evaluation for Communications
2022-12-01 09:00 - 2022-12-02 11:00 | Online

PRINZ Central Division’s End of Year Celebration
2022-12-01 17:00 - 19:30 | The Hudson, Chews Lane, 56 Victoria Street, Te Aro, Wellington 6011, New Zealand
