A One-Day Gathering of Thought Leaders and Forward-Looking Communicators
to Brainstorm Next Practices in Online and Offline Media Relations

You are invited to a one-day gathering on March 10 that will provide you with all the tactics and strategies you need to boost the performance of your media relations efforts. Whether it's improving your social media strategy or managing a crisis through the media -- this PR News Media Relations Forum is designed to provide you and your team with proven and cost-effective strategies to manage your reputation and control your message.
We know you don't have a lot of time to be away from the office, so we have developed a full-day intensive program with top communicators who will share next practices in media relations. Learn, network, brainstorm and get the competitive edge by reserving one day with our Forum's experts.
| You and your team will discover the best ways to: |
- Leverage social media for cost effective and impactful results
- Build strong relationships with the media
- Manage crisis with a sound-proof media strategy
- Use mapping techniques to match key messages for specific stakeholders
- Conduct your pre-interview due diligence
- Identify the appropriate communicators to engage different audiences
- Put executives at ease during tough interviews
- Create verbal bridges to stay on point and regain control
- Budget correctly to set up training modules or intensive programs
- Create a basic, scalable monitoring framework
- Integrate reputation tracking tools that encompass social media, blogs, online video and more
- Employ media audits to streamline your media relations efforts in the US and worldwide
- Communicate the value of your PR efforts
- Appeal to the C-suite’s business rationale for increased PR budgets
Expand your media repertoire with powerful new media technology and tools for:
- Issues management
- Legislative and regulatory initiatives
- Coalition building
- Public advocacy
- Corporate social responsibility programs
- Media campaigns
- Blogger relations
35+ ideas from award-winning communicators
Best practice examples to implement right away
Workbook that includes speaker presentations, checklists and more
Proprietary networking contact list of attendees & speakers
Direct, immediate opportunity to connect via social networks
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Registration and Continental Breakfast Buffet
Opening Session – “Up Close and Personal: Shell Oil Company’s Transformational
Media Relations Campaign”
Shell Oil Company knew that its reputation management program, "A National Dialogue on Energy Security," would be a challenging media relations exercise on an unprecedented scale. With an initial US tour that brought the company president and other Shell business leaders to 50 cities to meet more than 15,000 Americans and conduct more than 100 local and national media interviews, the campaign has proven to be a highly successful initiative that is now in its next pivotal phase. Learn how Shell applied a flexible framework of strategic media relations to this transformational, award-winning campaign. Shell’s PR department has garnered several major awards, including the Institute for Public Relations “Golden Ruler Award” and PR News’ CSR Award for Stakeholder Engagement.
Speaker:
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Chris Bozman, APR
Communications Manager and Strategic Advisor
Shell Oil Company
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Lab: Media Training & Message Development – “Navigating Media Mazes and Minefields”
Even the most concise messages framed in carefully chosen media opportunities can prove ineffective when a poorly prepared spokesperson steps into the equation. Whether you are set to start a media campaign or suddenly find yourself in crisis mode, you and your executive team must collectively be at the top of your game. This session will describe unbeatable techniques for avoiding unwanted surprises with journalists and getting the results you want, including ideas for:
- Using mapping techniques to match key messages for specific stakeholders
- Conducting your pre-interview due diligence
- Identifying the appropriate communicators to engage different audiences
- Putting executives at ease during tough interviews
- Verbal bridges to stay on point and regain control
- Budget considerations for setting up training modules or intensive programs
Speakers:
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Andy Gilman
President
CommCore Consulting Group
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Kerry Green Zobor
Vice-President and Managing Director
Consumer Media
World Wildlife Fund
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Moderator:
Iris Dorbian
Group Editor
PR News
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- Break
Lab: Integrated Media Measurement – “Measuring Your Reputation’s Complete Media Footprint”
With brands, issues and institutions achieving hyper-visibility on the air, online and in print around the world, tracking your organization’s “media footprint” is more challenging than ever. Traditional editorial coverage combined with blogs, citizen journalism and peer reviews add new dimensions to reputation management. Go beyond gathering press and broadcast clips by understanding how to:
- Create a basic, scalable monitoring framework
- Integrate reputation tracking tools that encompass social media, blogs, online video and more
- Employ media audits to streamline your media relations efforts in the US and worldwide
- Communicate the value of your PR efforts
- Appeal to the C-suite’s business rationale for increased PR research budgets
- Apply measurement tricks and tactics on a shoestring budget
Speakers:
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Scott Krugman
Vice President
Public Relations
National Retail Federation
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Patrick McCrummen
Founder
The McCrummen Group
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Mike McDougall, APR
Vice President, Corporate Communications and Public Affairs
Bausch & Lomb
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Moderator:
Courtney Barnes
Editor
PR News
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Case Study: Media Technology & Tools – “Powering up Public Affairs Communications”
Digital distribution platforms aren’t just for popular consumer stories or major business announcements. Public affairs pioneers will take us behind the scenes of their issues-oriented communications programs that are being deployed through corporate blogs, online newsrooms, viral Web video sharing, social networking sites, and other alternative media distribution channels. Expand your media repertoire with powerful new media technology and tools for:
- Issues management
- Legislative and regulatory initiatives
- Coalition building
- Public advocacy
- Corporate social responsibility programs
Speakers:
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Gil Bashe
Executive Vice President, Health Practice
Makovsky + Company Inc.
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Monte Lutz
Vice President – Digital Public Affairs
Edelman
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Michele Mitola
Vice President
Public Affairs
Forum Strategies & Communications
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Carolyn Panzer
Global Director, Alcohol and Responsibility
DIAGEO
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- Break
Luncheon
Keynote:
Media attention can boost careers, generate millions of dollars, and make dreams come true. It can also destroy reputations and derail carefully laid business plans. For more than thirty years, Howard Bragman has helped prominent people — movie stars, business leaders, philanthropists — get their messages out. He's a legend in the entertainment media, as an adviser to clients ranging from Heath Ledger to Monica Lewinsky, and as co-founder of one of the top PR firms in the country.
Keynote Speaker:
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Howard Bragman
Founder of Fifteen Minutes and author of "Where's My Fifteen Minutes?"
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Media Talk:
How does modern journalism remain relevant in an age of citizen reporting, blogs and more? How can professional communicators make sense of it all? Hear from the media industry’s freshest voices and harshest critics as they weigh in on the state of the news.
Speakers:
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Adam Brickley
Founder and Blogger of Draft Sarah Palin for Vice President and "The Brickyard"
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Nico Pitney
National Editor
The Huffington Post
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Case Study: Digital Media Strategy – “The Media Toolbox for a New Generation of Brand Ambassadors”
Gone are the days when a company’s reputation management efforts were focused primarily on mainstream media coverage. Media relations specialists must now deftly manage all manner of digital communications locally, nationally, internationally –and virtually— in order to fully support a corporation’s change in business strategy. Walk a mile in the shoes of PR insiders at top global firms that have embraced new media technology in their communications plans for bold corporate reputation initiatives. You’ll get the smartest and most practical tips for leveraging the social media landscape, from Facebook to Twitter to LinkedIn – while managing your organization’s reputation among bloggers and other online media outlets.
Speakers:
Case Study: Crisis Communications – “Media Relations Tactics for Tough Times”
As the nation copes with a tough economy, organizations large and small are responding with adjusted strategies to better navigate in current market conditions. PR executives at the helm of these communications initiatives face an equally challenging media universe in which good, bad and—especially-- ugly news travels in mere seconds. Meet PR’s nimblest communicators who are ensuring brand resilience, and see how they’re shaping media outreach to achieve both short and term business strategies.
Speakers:
- Break
Case Study: Marketing Communications – “Media Relations that Drive Bottom-Line Results”
Media relations strategists play critical roles in helping businesses drive revenue growth by developing new audiences through precise, relevant media placements. Understand how companies have successfully activated PR campaigns as part of cross-communications programs to drive sales within adjacent markets or extend demographic targets. Our speakers who are on the front lines at leading brands will discuss:
- Events and ideas that drive media coverage and lead to product sales
- Soup to nuts: launching a product and leveraging the media for success
- How to break down the silos between PR and Marketing
- Overcoming negative press – or no press
- Getting the media reinvigorated by your brand
- Tailoring pitches and efforts to the right media
- Getting the media to cover both high-profile and “less sexy” topics
Speakers:
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Stephanie Anderson
Head of Public Relations and Chief Corporate Spokesperson
Sylvania
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Barbara Pierce
Worldwide Public Relations Director, Brand Marketing & Communications
Eastman Kodak Company
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Luke Lambert
President
Gibbs & Soell Public Relations
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Moderator:
Larry Parnell
Associate Professor and Director, Masters in Strategic PR Program
The George Washington University
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Bloggers' Last Call: Conference Summary
Top public relations and public affairs bloggers have been mixing it up all day in the audience and with speakers, observing which ideas are fresh enough to serve up on tomorrow's communications menu. Compare your conference notes with our panel of bloggers as they summarize the points from today's exciting line-up of speakers and sessions. Take away 25+ surefire tips to jumpstart your media relations efforts. You decide how much homework to assign yourself!
Speakers:
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Robb Hecht
Media 2.0 Blog and Digital Managing Director, imc strategy lab
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Richard Laermer
Bad Pitch Blog and CEO of RLM Public Relations
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Jeff Mascott
K Street Café Blog and Managing Director of Adfero Group
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Closing Reception
Join us for a champagne toast and light refreshments at the conference closing reception. It’s the best way to get in your last bit of valuable networking time with industry peers and thought leaders. Don’t forget to sign up for our new Ning social networking group or swap Twitter accounts to continue connecting with other attendees and faculty from the conference!
Special feature: Keynote speaker and author Howard Bragman will join us to autograph his new book, “Where’s My Fifteen Minutes?”. It’s also your chance to purchase your own copy of this exciting new publication from Portfolio Hardcover (Penguin Group)!
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If you spend at least a quarter of your time in any of these areas, you should attend this Forum:
• Public Relations
• Public Affairs/Issue Management
• Media Relations
• Crisis Management
• Measurement/Research
• Corporate Communications
• Digital and Social Media
• PR Business Development
• PR Budget Creation/Management
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PRSA APR Accreditation Maintenance Credits Approved: 1.0 Registrants that are Accredited by PRSA need to keep track of their points and submit their activities every three years. Please keep a copy of the event description with the date/time listed and submit when you are required to.
| |
Individual |
Group |
w/ Workshop |
| Early Bird |
$795 |
$745 |
$1095 |
| Regular Rate |
$895 |
$845 |
$1195 |
| Early bird ends Feb. 13, 2009 |
Group = Two or more from the same company. Group price is per person.

National Press Club
529 14th St NW # 1300
Washington, DC 20045
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About the National Press Club:
The National Press Club has been a part of Washington life for nearly 100 years. Through its doors have come all of the Presidents of the United States since Theodore Roosevelt, as well as kings and queens, prime ministers, premiers, senators, congressmen, cabinet officials, ambassadors, scholars, entertainers, business leaders, and athletes. Its members have included all of the Presidents of the United States since Warren Harding and most have spoken from the Club's podium. Tours are available upon request for Media Relations Forum attendees.
Questions?
If you'd like to register by phone or have questions regarding the program, please contact Assistant Marketing Manager, Mary Lou French at mfrench@accessintel.com; 301-354-1613.
The PR News family of products includes the weekly publication PR News, PR News Webinars and Workshops, the Platinum PR Awards, PR People Awards, CSR Awards, Nonprofit PR Awards, The 100 Best Case Studies Book, Guidebook to Best Practices in CSR; Guidebook to Best Practices in Measurement, Digital PR, Crisis Management and Media Training Guidebooks and PR News Webinars.
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