The Annual Distinguished Lecture & Awards Dinner is an unbroken tradition dating back to 1961. Each year, a major figure in PR practice or education, or a related field, addresses a topic of vital importance to our profession. In addition, the Institute bestows a variety of major awards, including the Northwestern Mutual Best Master's Thesis Award, the Ketchum Excellence in PR Research Award, the Pathfinder Award for a program of original scholarly research, and the Alexander Hamilton Medal for lifetime contributions to the public relations profession.

In some years, the Institute also presents an International Distinguished Lecture in Europe.