Join us on Nov. 30 for PR News' Media Relations Next Practices Conference at the National Press Club in Washington, D.C., and get the latest best practices on resource allocation for your media relations initiatives, media training, message crafting, crisis management and measurement, as well as tips on using popular and emerging social media networks to engage with members of the media. You'll get checklists, case studies and practical tips from media relations and digital PR experts.
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Chief Improvement Officer;
Author, "Shut Up and Say Something"
Karen Friedman Enterprises
President and CEO
Lawrence J. Parnell
and Program Director
Content Marketing Institute
Senior Media Analyst
Jennifer W. Whitlow
VP of Worldwide
8:25 - 8:30 a.m.: Opening Remarks
8:30 - 8:45 a.m.
Wake-Up Call: Identity Crises (& Opportunities) for Media & PR Pros in the Digital Transition
8:45 - 9:15 a.m.
Blogging and Content Creation: The Missing Link in Your Media Relationships
9:15 - 10:00 a.m.
Measure, Refine, Repeat: How to Use Metrics to Make Your Media Relations Efforts More Successful
10:00 - 10:30 a.m.
The Rules of Media Engagement on Twitter
10:30 - 10:45 a.m. Networking Break
10:45 - 11:15 a.m.
Transform Your Facebook Page Into a Media Center
11:15 a.m. - Noon
Media Training Do's and Don'ts
Noon - 12:15 p.m. Networking Break
12:15 - 1:45 p.m.
Luncheon and Keynote Presentation: Lanny Davis' 3-Legged Stool Approach to Crisis Management
1:45 - 2:00 p.m. Networking Break
2:00 - 2:15 p.m.
The Drive Toward Integrated Communications: How NASCAR Overhauled its PR Program
2:15 - 3:00 p.m.
Time and Team Management: How to Best Allocate Your Media Relations Resources
3:00 - 3:15 p.m. Networking Break
3:15 - 4:00 p.m.
Media Pros Talk Back & PR Pros Listen (and vice versa)
4:00 - 4:30 p.m.
Afternoon Keynote: The Power of Online Storytelling
4:30 - 5:00 p.m. Networking Reception
The PR News PR People & 15-to-Watch Luncheon will take place on November 29, a day prior to the PR News’ Media Relations Summit on December 1. Both events will be held at the National Press Club in Washington, D.C. When registering, you have the option to register for the PR News' Media Relations Conference only or the PR News PR People Luncheon / Media Relations Package.
Sign Up for the 2-Day Package!
|Per Person Rate|
Early Bird Rate
|Conference & Awards Luncheon||$1170||$1270|
|Conference & One-Day Boot Camp for|
Emerging PR Stars
Early Bird Rate
|Conference & Awards Luncheon||$1020||$1120|
|Conference & One-Day Boot Camp for |
Emerging PR Stars
(Early Bird Rate Ends November 9)
Group = Two or more from the same company. Group price is per person.>
Contact Saun Sayamongkhun at firstname.lastname@example.org or 301-354-1694.
Business Reporter, Broadcast, Online Video Producer, Associated Press;
Immediate Past President, The National Press Club
- Make the case within your organization for the power of high-quality, consistent content creation
- Make sure your blog and other content reaches journalists and influencers in your industry or vertical
- Find content and ideas for content within your own organization
- "Newsjack"—use current events and hot news items as leaping-off points for your content
- Determine the content needs of your targeted journalists and influencers
- Increase the reach of your content with social channels
PLUS: You’ll receive PR News' blogging platform comparison chart
Senior Media Analyst, JetBlue Airways
- Conduct content analysis to measure messaging, sentiment and positioning
- Put organizational goals at the center of measurable media relations efforts
- Measure share of voice against competitors across social media channels
- Integrate social media metrics with other coverage data
- Use logic models (inputs, outputs, outcomes, impacts) to analyze and refine media relations programs
- Focus on engagement and impact rather than audience size
- Develop ROI models that will result in budgets getting approved
PLUS: You’ll receive a sample measurement matrix you can use as a model for your own media measurement programs
|Lawrence J. Parnell|
Associate Professor and Program Director, Masters in Strategic PR, Graduate School of Political Mgmt
The George Washington University
- How journalists are using Twitter today
- How and when to engage with media pros directly on Twitter
- What is likely to make a media pro “unfollow” you
- How to be viewed as a resource on Twitter
- How nonprofits can use Twitter for issues management
- Which tools to use to monitor what the influential media outlets in your market are saying on Twitter
- How to identify influential media professionals on Twitter
- When pitching a story on Twitter may be appropriate
- Which kinds of tweets are most likely to inspire action
- How to measure the results of your Twitter activity
PLUS: You’ll receive the PR News Tip Sheet “Five Steps to Aligning Strategy With Social Media Policy”
Manager, Social Engagement
10:30 - 10:45 a.m. - Networking Break
- Target members of the media as potential likes for your Facebook page
- Integrate content from your Web site and blog on Facebook
- Create contests and promotions that the media will notice
- Use Facebook for organizational announcements and for crisis communications
- Know when to take the conversation with a media pro offline
- Monitor content and safeguard your organization’s reputation
- Manage public affairs issues on Facebook
- Measure the results of your media relations efforts on Facebook
PLUS: You’ll receive PR News’ Checklist: 10 Tips to Determine Your Brand's Likability on Facebook
Director, Digital Marketing & Communications
- Craft clear messages and sound bites
- Use message maps
- Communicate research statistics
- Use verbal bridges to stay on message
- Prepare for and handle difficult questions
- Respond quickly and transparently across all media platforms in a crisis
- Prepare spokespeople and craft messages before a crisis hits
- Engage with media professionals whose coverage of your organization’s management of a crisis has been negative
- Get senior management buy-in for formal media training
PLUS: You’ll receive PR News’ Interview Preparation Checklist
Chief Improvement Officer; Author, "Shut Up and Say Something"
Karen Friedman Enterprises
President and CEO
Noon - 12:15 p.m. - Networking Break
- The advantages of having attorney-client privilege to develop the most effective, accurate and complete media messages
- Media monitoring of critical issues for clients
- Developing proactive communications strategies to address client problems, including the use of media and litigation to achieve client solutions
|Lanny J. Davis|
Lanny J. Davis & Associates
1:45 - 2:00 p.m. - Networking Break
Managing Director, Integrated Marketing Communications
- Create a plan to allocate staff resources for multiple media platform outreach
- Build media monitoring into your staff’s daily routine
- Establish a team leader for measuring media coverage and comments
- Use your media data to prove the ROI of your media relations efforts
- Make search engine optimization of all Web site copy, newsletters, blogs, press releases, video and still images a priority
- Determine the optimal time spent using social media channels to communicate with the media
- Optimize staff time spent crafting press releases
- Gauge the effectiveness of your resource allocation and make the necessary adjustments
- Manage team responsibilities during a crisis
PLUS: You'll receive the PR News Tip Sheet "Five Steps to Retaining Your Communications Talent"Colleen Cleary
RLM Public Relations
3:00 - 3:15 p.m. - Networking Break
Social Media Strategist
Content Marketing Institute
Earn 4 points toward your PR News Certificate in Social Media
Get 32 points (4 PR News digital/social media conferences) and you'll become a
PR News Digital PR Master!About the PR News Certificate in Social Media: The Certificate in Social Media is a new program offered by PR News in response to a growing need by PR professionals like you to prove your worth and knowledge within your organization, among your peers and to your business partners. Being a digital leader today means constantly staying ahead of the curve and gaining the requisite knowledge and tools to execute smart and effective digital communications initiatives. By attending PR News' Digital PR/Social Media Conferences, you can do both.
Each PR News Digital PR/Social Media conference you attend will come with points toward your Certificate in Digital PR. Once you attend 4 PR News conferences within a 24-month period, you will earn your Certificate and become a PR News Digital PR Master. This elite group of PR Professionals, PR News Digital PR Masters, will receive industry recognition as being one of the top Digital PR Pros. PR News will honor an annual class of Digital PR Masters at one of its signature events. As a PR News Digital Master, you will also receive exclusive benefits, such as discounted rates on all PR News products and events.There is no additional fee to earn points or to receive your Certificate. It is the goal of PR News to provide this one-of-a-kind opportunity to our PR community while raising the bar on digital communications excellence and showcasing top talent in this key area of PR.PR News holds a minimum of 3 conferences each year focused on Digital PR and Social Media. Simply attending these conferences (and learning while you’re there!), you will receive 8 Points toward your Certificate in Social Media.Each registration comes with the materials provided by the speakers and a personalized certificate of completion for attending the PR News Social Media Measurement Conference.
- This was a great event. Not only were the speakers knowledgeable and engaging, but the attendees were awesome. And networking was great! --Communications Manager, CIGNA
- My favorite speakers were Eliason, McCormick, Miller, Perkett and Roth. Great content; great presenters. – Media Relations Manager, ACT
- I thought it was incredibly relevant to the audience. I walked away with several key ideas that I can’t wait to implement on my clients behalf. – Chief Public Affairs Officer, Clemson University
- Great topics. Good variety. - President, Andrea Obston Marketing Communications
- It was a fantastically event, and many of the strategies delivered today will inform our company’s social media policies moving forward. – Online News Producer, Education Week
- Very good, well organized. – Director eRecruitment & Social Media, Sun Life Financial
- Great conference, speakers and venue!! Loved the clean, candid approach of all speakers towards the challenging environment of social media. -External Relations, US Operations and Marketing North America, Procter & Gamble
- I thought it was a wonderful event and I learned a great deal. It was an incredibly valuable seminar.
-VP of Marketing, Retirement Living TV
- I was also so impressed with the overall event. The quality of the presentations was top-notch, and the ability to network with like-minded people during the breaks and at lunch was invaluable. -Director, Global Media Relations, SAP AG
- This was one of the best conferences I've ever attended. - Social Media Manager, Nautica
- I learned more in one day than I've learned all year! -Director, New Media, American Heart Association
- Fantastic keynote. The energy was perfect for a mid-day pick-me-up. Loved that PR is so well represented - rarely the case at other social media conferences. -Executive Director, PR & Communications, Jackson Spalding
- Great information and speakers. -E-Marketing Specialist, Ruud Lighting, Inc.
- Extremely helpful program and I learned a lot. -CEO, Alongi Media Solutions
- Wonderful and insightful event in which I would like to have my entire team participate, including some clients. -Account Executive, Digital Brand Architects
- Great event! I'm taking away valuable information and am excited to put the new knowledge to use! Well executed. Thanks! -Communications and Organizational Effectiveness Analyst, Hostess Brands, Inc.
- Fantastic and inspiring! -Program Marketing Manager, Pacific Gas & Electric Company
- Very helpful ideas that I will be able to use right away. Thanks! -Staff Services Manager, CalPERS
- Great speakers. -General Manager, KXLY Radio Group
Each registration comes with the materials provided by the speakers and a personalized certificate of completion for attending the PR Media Relations Conference.
Meet Our Sponsor's
- Blogging and Content Creation: The Missing Link in Your Media Relationships
- Identifying Crisis (& Opportunities) for Media & PR Pros in the Digital Transition
- Determining the content needs of your targeted journalists and influencers
- Knowing when to take the conversation with a media pro offline
- Monitoring content and safeguard your organization’s reputation
- Increasing the reach of your content with social channels
- How to Use Metrics to Make Your Media Relations Efforts More Successful
- The Rules of Media Engagement on Twitter
- How to Transform Your Facebook Page Into a Media Center
- The 3-Legged Stool Approach to Crisis Management
- Media Training Do's and Don'ts
- Putting organizational goals at the center of measurable media relations efforts
- Measuring share of voice against competitors across social media channels
- Time and Team Management: How to Best Allocate Your Media Relations Resources
- Media RelationsChecklist
- Social Media Policies Examples
- Blogging Platform Comparison Chart
- Measurement Matrix
- Interview Preparation Checklist
- Tips for Retaining Your Communications Talent
- Certificate of Attendance
- Attendee-Only Workbook
- Attendee-Only Access to Speaker Presentations
- Public Relations
- Digital and Social Media
- Community Relations
- Corporate Communications
- Word of Mouth Marketing
- SEM/SEO Management
- Brand Marketing
- Video Production
- Marketing Communications
- Employee Communications
- PR Business Development
- Human Resources
- Public Affairs/Issues Management
- Media Relations
National Press Club
529 14th St NW # 1300
Washington, DC 20045
Local Hotel Options
PR News does not have a room block for this event. Please go to the link here to view the list of hotels near the event location.
Dress Code: Business Casual.
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, Saun Sayamongkhun at email@example.com; 301-354-1610.
- Testimonial From A Past Event
It was a fantastically event, and many of the strategies delivered today will inform our company’s social media policies moving forward.
– Online News Producer, Education Week
- I thought it was incredibly relevant to the audience. I walked away with several key ideas that I can’t wait to implement on my clients behalf.
– Chief Public Affairs Officer, Clemson University