Cary, N.C., March 2, 2018S&A Communications Owner/Principal Chuck Norman, APR, has earned a Crisis Communication Certificate from the Public Relations Society of America. He completed a program that provided attendees with classes taught by nationally and internationally recognized experts.

The new certificate program was developed by PRSA to present manager- and senior-level public relations and communications professionals with five or more years of experience with all the best practices for handling crisis communications situations that may arise in an organization. PRSA believes that education and understanding can help prevent the mismanagement of difficult or dangerous situations that break down trust between organizations and their publics.

From the coursework, participants learned how to:


  • Master key skills and tools needed to understand the drivers of trust in the context of fulfilling expectations.
  • Discover how to obtain forgiveness through the specific language of apologies.
  • Understand the technique for building and sustaining a corporate narrative.
  • Effectively communicate how to persuade CEOs and other senior executives during a crisis.
  • Develop clarity around roles and processes.
  • Define how to plan for both timely and effective crisis responses.


Attendees had to complete an exam at the end of the program to be awarded the certificate.

Of the importance of the program, Norman feels like society is at a juncture that requires adequate preparation for the unexpected. “I want S&A Communications to be at the forefront of providing logical, constructive dispatch to difficult social, economic and political events and discourse,” he said. “I’ve been a crisis and reputation management consultant for most of my career. I never stop perfecting my craft and this certificate helps continue my goal of life-long learning to improve my skillsets.”

Professionals interested in the Crisis Communication Certificate program can visit or call 212-460-1400.

For more information about S&A Communications, call 919-674-6020 or visit  Also, visit or follow @sacommunicate on Twitter.


About S&A Communications

S&A Communications is an integrated marketing brand that grew from deep-seated PR roots and evolved into a team of strategic marketing professionals whose driving goal is to help our clients outthink, outwork and outperform their competition. Our nationwide base of clients looks to us for public relations, marketing, design, digital, advertising, photography, event-planning and custom-publishing services. S&A Communications also publishes The North Carolina 100, and is a member of the Public Relations Global Network. For more information, visit or call 919-674-6020.



Linda McKnight

PR/Marketing Assistant

S&A Communications

919-674-6020 ext. 127


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