Early Bird Rate Ends November 9!

 

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, 1media 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. 
View Press Release

 

Speakers:


Chris Brooks
Manager
Social Engagement
Hilton Worldwide


Lanny J. Davis
Principal
Lanny J. Davis & Associates


Colleen Cleary
Vice President
Havas PR


Sally Falkow
Social Media Strategist
Meritus Media

 


Karen Friedman
Chief Improvement Officer;
Author, "Shut Up and Say Something"
Karen Friedman Enterprises

Andrew Gilman

President and CEO
CommCore Consulting

 

 

Mark Hamrick
Business Reporter
Broadcast
Online Video Producer
Associated Press


David Higdon
Managing Director
Integrated Marketing
Communications, NASCAR

Richard Laermer

CEO
RLM
Public Relations

Lawrence J. Parnell

Associate Professor
and Program Director
The George
Washington University

Joe Pulizzi

Founder
Content Marketing Institute

Allison Steinberg

Senior Media Analyst
JetBlue Airways

Jennifer W. Whitlow

VP of Worldwide
Media Relations
Lockheed Martin
   

Agenda:

8:00 - 8:25 a.m.: Breakfast & Networking

 

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

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Pricing

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

Regular Rate
Conference Only  $795$895
Conference & Awards Luncheon$1170$1270
Conference & One-Day Boot Camp for
Emerging PR Stars
$1440$1540
Group Rate

 Early Bird Rate

Regular Rate
Conference Only $745$845
Conference & Awards Luncheon$1020$1120
Conference & One-Day Boot Camp for 
Emerging PR Stars
$1390$1490

(Early Bird Rate Ends November 9)
Group = Two or more from the same company. Group price is per person.
>

Questions? 
Contact Saun Sayamongkhun at saun@accessintel.com or 301-354-1694.

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What we'll cover 

8:00 - 8:25 a.m. - Breakfast & Networking

8:30 - 8:45 a.m.Wake-Up Call: Identity Crises (& Opportunities) for Media & PR Pros in the Digital Transition Mark Hamrick, award-winning business and financial news journalist for the Associated Press, will share lessons learned in his experiences working with PR professionals over his more than 30 years in broadcast journalism and in a decade in the leadership of The National Press Club, with a particular focus on how the digital transition has transformed roles on both sides of the journalist/PR pro dynamic.

 

 

Mark Hamrick
Business Reporter, Broadcast, Online Video Producer, Associated Press;
Immediate Past President, The National Press Club
@hamrickisms

8:45 - 9:15 a.m.Blogging and Content Creation: The Missing Link in Your Media RelationshipsForward-thinking brands have moved well past the notion of media relations as a pitching and messaging process. They know that journalists, citizen bloggers and industry influencers need news, insight, data, video, graphics, images and human interest right now—packaged, consumable and, yes, enjoyable. In short, media pros are dealing with brutal deadlines and working under severe budgetary constraints, and they need your content and your storytelling skills. Top brand bloggers will show you how they are using their own content to build trust-based relationships with media pros and other influencers, and raise the profile of their organization. You’ll learn how to:

 

  • 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
 

Allison Steinberg
Senior Media Analyst, JetBlue Airways
@JetBlue

9:15 - 10:00 a.m.Measure, Refine, Repeat: How to Use Metrics to Make Your Media Relations Efforts More SuccessfulMeasuring the effectiveness of a media relations campaign continues to be a source of contention and even angst, as it cuts to the very heart of a PR pro's value to an organization. But media relations metrics don't have to be a source of sleepless nights. In this panel, media relations pros will show you how to use smart measurement tactics to shape and improve your successful media relations initiatives.You’ll learn how to:

 

  • 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 

10:00 - 10:30 a.m.The Rules of Media Engagement on TwitterNearly 90% of journalists use Twitter or Facebook to follow and monitor news yet, according to a Society of New Communications Research study, only 1% prefer Twitter as a point of contact with PR pros. What this says is that Twitter is of utmost value to members of the media, but they are very wary about how it is used—or abused. This session will show you how to gain the edge on your competitors and master the art of using Twitter with an authentic and useful voice. You need to become a valuable follower of media professionals and bloggers who are influential with your target audiences—and get them to follow you.In this session you will learn:

 

  • 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”
 

Chris Brooks
Manager, Social Engagement
Hilton Worldwide 

10:30 - 10:45 a.m. - Networking Break

 

 


 
10:45 - 11:15 a.m.Transform Your Facebook Page Into a Media CenterWhen members of the media need information about your organization or about your clients, they can go right past your Web site and traditional online newsroom and head straight for your Facebook page. And, keep in mind, in the social media age, all “likes” can be considered citizen journalists. This session will provide you with strategies to use your Facebook page as a center of sharable news and content that attracts the media and inspires “likes” and engagement. In addition, you’ll learn best practices of interacting with the media on their own Facebook pages.Facebook experts will show you how to:

 

  • 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
 

Kevin Dando
Director, Digital Marketing & Communications
PBS

 
11:15 a.m. - NoonMedia Training Do’s and Don'tsWhatever the format—TV, one-on-one, press conference, telephone or online—interview preparation and relationship building with the media is vital to making your message heard. But before you even get to that point, you need to know how to insure that key executives are equipped with the kind of messaging that engages your stakeholders. This session provides you with real-world tactics to help you set the agenda in your relations with the media, develop sound bites and message points, communicate with the media during a crisis, master nonverbal cues, use bridging techniques, convince senior management of the value of formal media training and more. You’ll also find out where you’re most likely to get caught up in a media professional’s “traps.”You’ll learn how to:

 

  • 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

Karen Friedman
Chief Improvement Officer; Author, "Shut Up and Say Something"
Karen Friedman Enterprises

 

Andrew Gilman
President and CEO
CommCore Consulting 

Noon - 12:15 p.m. - Networking Break

 

 


12:15 - 1:45 p.m.Luncheon Keynote Presentation: Lanny Davis' 3-Legged Stool Approach to Crisis ManagementWhat keeps you up all night and what don’t you want the New York Times to write about? In his keynote presentation, legal crisis management expert Lanny J. Davis, who served as President Bill Clinton’s special counsel (1996-98) and as a member of President George W. Bush’s Privacy and Civil Liberties Oversight Board (2006-07), reveals what individuals and companies must do to survive the inevitable crisis crossfire. As President Clinton's chief spokesman for handling "scandal matters," Davis had the unenviable job of briefing reporters and answering their pointed questions against the president and his aides. Davis, who has handled the cases of public figures from Martha Stewart to Washington Redskins owner Dan Snyder, from Whole Foods to Rep. Charlie Rangel, will discuss his 3-legged stool approach to all crises involving law, media and politics.Lanny Davis will discuss:

 

  • 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
Principal
Lanny J. Davis & Associates

1:45 - 2:00 p.m. - Networking Break

 

 


2:00 - 2:15 p.m. The Drive Toward Integrated Communications: How NASCAR Overhauled its PR ProgramAfter an unprecedented 18-month research-driven review of its business, the first step in NASCAR's Industry Action Plan was to overhaul its communications practices. In 2011, NASCAR made the initial move to transform its entire media relations, PR and marketing department toward a more integrated approach. David Higdon, NASCAR managing director, integrated marketing communications, takes us under the hood to show us how the department went from reactive to proactive, from working in silos to working closely with business units, to chasing quality coverage rather than measuring quantity of coverage and embracing social media in cutting-edge ways, including a first-of-its-kind partnership with Twitter. In October 2012, NASCAR unveiled a Fan & Media Engagement Center designed to transform the way it reacts to media and measures tonality of coverage. This discussion will help PR professionals determine how an integrated marketing approach can help you and/or your business.
 

 

 

David Higdon
Managing Director, Integrated Marketing Communications
NASCAR
@HigNASCAR

  

 


2:15 - 3:00 p.m.Time and Team Management: How to Best Allocate Your Media Relations Resources Every time a new social networking platform emerges, you can be sure that members of the media will be there. This makes balancing your PR resources against your objectives and reaching your business goals more challenging than ever. The first questions you need to ask: Who are the media, exactly? Which outlets and individuals are most important to my organization or clients? How should I mobilize my team to engage with them? This practical session will explore these questions and provide guidance on how best to allocate time and resources on writing and optimizing press releases, interacting with members of the media and analysts, setting budgets for your media relations efforts and more.  This session will show you how to:

 

  • 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
Vice President
Havas PR

Richard Laermer
CEO
RLM Public Relations 

3:00 - 3:15 p.m. - Networking Break

 

 


3:15 - 4:00 p.m. Media Pros Talk Back & PR Pros Listen (and vice versa)Get ready for a no-holds-barred exchange of ideas, experiences and war stories between top journalists across a variety of media platforms and you, the PR practitioner. First, you will hear opinions and insights from our media panelists and find out what they need today from PR pros, and why. You'll learn what kinds of content they have to produce—and how you can work with them and get more coverage as a result. And you'll be able to fire off questions of your own in this highly interactive session.
  
 Moderator:

 

 

Sally Falkow
Social Media Strategist
Mertitus Media
@sallyfalkow
  

4:00 - 4:30 p.m.Afternoon Keynote: The Power of Online Storytelling Most marketing and PR professionals believe that content marketing is a new and revolutionary method of telling your brand’s story to journalists and directly to your customers. That couldn’t be further from the truth—what’s new and revolutionary is the power to move your content rapidly and widely. But without a solid foundation in storytelling, your content messages get buried by competitors. In this timely closing keynote presentation, Joe Pulizzi, author of Managing Content Marketing, will share the secrets of effective and shareable content creation.
session.
  

 

 

Joe Pulizzi
Founder
Content Marketing Institute
@juntajoe   

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4:30 - 5 p.m. - Networking Reception

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PR News Certificate in Social Media :  

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.

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Testimonials from Past PR News Conferences: 

  • 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.

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Sponsorship Information:  

Presented by PR News, this conference offers a limited number of sponsor and exhibitor opportunities to connect with these communications professionals. To find out how to become a sponsor, contact Diane Schwartz, SVP & Group Publisher, PR News at dschwartz@accessintel.com or 212-621-4964.

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

Bonuses For Attending

  • 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

Who Should Attend?

If you spend at least a quarter of your time in any of these areas, you should attend this Conference:
  • Public Relations
  • Digital and Social Media
  • Community Relations
  • Corporate Communications
  • Word of Mouth Marketing
  • SEM/SEO Management
  • Publicity
  • Brand Marketing
  • Video Production
  • Marketing Communications
  • Employee Communications
  • PR Business Development
  • Human Resources
  • Public Affairs/Issues Management
  • Media Relations

Location

National Press Club
529 14th St NW # 1300
Washington, DC 20045
Get Directions

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 saun@accessintel.com; 301-354-1610.

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About PR News

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.

 

Letter to Attend

Justification Letter to Attend: The PR News Media Relations Conference will help you discover and implement ideas that deliver results. It will train you to search for innovative solutions. It will provide opportunities to make valuable connections with other PR and communications professionals who have solutions you need. And, it will prepare you for the road ahead.You probably already recognize the value of attending this conference, and we’d like to offer some assistance to help you convince your supervisor and organization to approve the costs. Download the “Justification to Attend” letter—everything you need to present your business case. The template is simple to fill out and drop off with your supervisor for approval.

Download Editable Word Doc

 

Testimonials

  • 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