November 29 | National Press Club in Washington, D.C.
(Join us for PR News' Media Relations Conference, Nov. 30, also at the National Press Club)

Bonus For Attending

  • Social Media Tip Sheet
  • PR News' Special SEO Report 
  • Measurement Tip Sheet
  • Samples of social media policies
  • Certificate of Completion
  • Workbook & attendee-only access to speaker presentations

Press Release
There’s a reason the finest painters use primer. And there’s a reason why the smartest hiring managers and aspiring PR pros invest time in primer courses. If you don’t know the basics, chances are you’ll stumble on the advanced stuff. So PR News, responding to a community need, has developed this one-day intensive workshop designed to provide emerging PR stars with the critical tools, strategies and insights needed to take their careers to the next level in today’s communications environment. From the most trusted brand in the industry, PR News, this daylong program is customized for future leaders in Public Relations.

Over the course of a single day, PR practitioners will be trained in an array of key PR skills that can be put to use

right now and in the years ahead – from strategic planning to social media to writing more compelling PR content across multiple platforms. The attendees of this boot camp will walk away with a clear picture of PR and the tools and tactics to have a positive effect on organizational strategy.

This is a focused training: it starts at 9 a.m. and ends at 5 p.m.  and includes a working lunch and meaningful interaction with trainers and peers. Participants are expected to be available for the entire day without interruption or leaving early. Those who complete the course will receive a PR News workshop certificate and a letter from the publishers of PR News confirming participation and completion of this course.


In one day you'll become an expert in: 

  • Building your brand, finding followers and attracting fans on social media
  • Identifying, managing and resolving a crisis as well as what to do in the first 24 hours
  • Building relationships with reporters, editors and bloggers
  • Revising, reviewing and editing: How to make sure your copy is as good as it can be
  • PR writing for print and the Web 
  • Managing PR success through measurement and metrics
  • Training your eyes and ears to “think like a journalist” and discover stories within your organization or client
  • Setting measurable PR objectives that are aligned with corporate objectives
  • Identifying the social media dashboards and measurement tools to effectively measure your communications campaigns 

Trainers 

  • Jenifer Antonacci, Director of Media Relations, Pfizer
  • Don Bartholomew, Senior Vice President, Digital and Social Media Research, Ketchum
  • Carl M. Cannon, Washington Editor, RealClearPolitics
  • Sally Falkow, Social Media Strategist, Meritus Media
  • Sandra Fathi, President & Founder, Affect 
  • Jon Greer, Managing Director, Jon Greer Consulting LLC
  • Nate Hindman, Small Business Editor, Huffington Post
  • Dallas Lawrence, Chief Global Digital Strategist, Burson-Marsteller
  • Michael Long, Director of Writing, Master of Professional Studies Program in Public Relations and Corporate Communications, Georgetown University
  • Diane Schwartz, Senior Vice President & Group Publisher, PR News
  • Steve Tuttle, VP of Communications and Co-founder, TASER Intl.

Training Curriculum 

9:00 - 9:05 a.m.

Introduction by Diane Schwartz, senior vice president of PR News

9:05 - 9:15 a.m.

The Canvas: The State of PR and Your Role

9:15 - 10:30 a.m.

Media Relations: Day to Day Tactics for Successfully Working with Reporters, Editors and Bloggers

10:30 a.m. - 11:45 p.m.

Measurement and Metrics: The Keys to Managing PR Success

11:45-12:00 p.m.

Networking Break

12:00 - 1:15 p.m.

Working Lunch: Managing an Online Crisis

1:15-1:30 p.m.

Networking Break

1:30 - 3:00 p.m.

Becoming a Much Better PR Writer

3:00 - 4:30 p.m.

Social Media: How to Build Brands, Find Followers and Attract Fans

4:30 - 5:00 p.m.

The Finish: Key Takeaways and Open Floor for Questions

5:00 - 5:30 p.m.

Networking Reception

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Early Bird Rate Ends November 9!

(Join us for PR News' Media Relations Conference, Nov. 30, also at the National Press Club)

Early Bird Rate 

 
Pricing
Boot Camp (Per Person Rate)   $695
Boot Camp (Group Rate)   $645
Boot Camp & Media Relations Conference (Per Person Rate)   $1440
Boot Camp & Media Relations Conference (Group Rate)   $1390

Regular Rate

 
Early Bird Rate
Boot Camp  (Per Person Rate)   $795
Boot Camp (Group Rate)   $745
 Boot Camp & Media Relations Conference (Per Person Rate)   $1540
 Boot Camp & Media Relations Conference (Group Rate)    $1490

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. 

 

What we'll cover:

9:05 - 9:15 a.m. The Canvas: The State of PR and Your Role

The PR News team sets the stage for the day’s curriculum by sharing the latest trends and insights on the power of PR, the role of the PR practitioner and how you can be a leader in your organization.

  • Where is PR going in the 21st century?
  • Brand journalism and sponsored content: PR’s historic opportunity to lead the online marketing revolution
  • How PR can boost its ROI and earn a coveted “seat at the table” for bet-the-business strategic decisions

Diane Schwartz
Senior Vice President & Group Publisher
PR News
@dianeschwartz


9:15 - 10:30 a.m. Media Relations: Day to Day Tactics for Successfully Working with Reporters, Editors and Bloggers

  • Key media relations principles, no matter who you are pitching (e.g., researching your targets, crafting the right pitch, developing relationships, becoming a trusted source)
  • How to develop valuable long-term relationships with journalists
  • How to think like a journalist to anticipate their needs
  • What you need to know about pitching to bloggers
  • Interactive pitch session with a working journalist and media relations expert panel

Carl M. Cannon
Washington Editor
RealClearPolitics
@CarlCannon

Jon Greer
Managing Director
Jon Greer Consulting LLC
@jongreer

Nate Hindman
Small Business Editor
Huffington Post
@huffpostbiz

Steve Tuttle
VP of Communications and Co-founder
TASER Intl.


10:30 - 11:45 a.m. Measurement and Metrics: The Keys to Managing PR Success

Measurement has often been referred to as both the holy grail of PR and its Achilles’ heel. To prove the value of your PR successes you must deliver metrics that speak to your organization’s bottom line. This session will tackle the following essential measurement questions:

  • How do you set measurable PR objectives that are aligned with corporate objectives?
  • How do you monitor and measure your efforts?
  • How do you report them back to management?
  • What are the best KPIs and metrics to use to measure sentiment, tone and audience impact?
  • What should you look for in social media dashboards and measurement tools to be sure you have the information you need?

Don Bartholomew
Senior Vice President, Digital and Social Media Research
Ketchum
@donbart


11:45 a.m. - 12:00 p.m.  Networking Break


12:00 - 1:15 p.m. Working Lunch: Managing a Crisis

  • What are the hallmarks of a crisis in today’s connected society?
  • How can you prevent or deter issues from escalating into a crisis?
  • Cutting down cycle time: how to stay in touch with your online audience even as management is scrutinizing every word
  • How to identify a crisis, how to evaluate emerging situations and what to do in the first 24 hours
  • How to engage company employees as well as friends, fans and followers in the crisis communication effort
  • Interactive exercise: Working tables will be handed a major online PR crisis and will have to work quickly as a group to brainstorm solutions that they will then present to the group

Dallas Lawrence
Chief Global Digital Strategist
Burson-Marsteller
@dallaslawrence


1:15 - 1:30 p.m.  Networking Break


1:30 - 3:00 p.m. Becoming a Much Better PR Writer

If you're a PR pro then you probably pride yourself on being a good writer. But being a good writer is not the same thing as being a great PR writer who knows how to edge out the competition and connect with journalists, bloggers and consumers across all channels, including social media. In this session you’ll learn:

  • How to train your eyes and ears to “think like a journalist” and discover stories within your organization or client
  • Storytelling essentials: how to include dramatic elements in your PR writing
  • How to write for social media and the Web
  • How to optimize your content to give it the edge in search rankings
  • Know your audience: organizing and writing your copy to inform and persuade, whether you are writing a white paper, press release or blog post
  • Revising, reviewing and editing: How to make sure your copy is as good as it can be
  • How young PR pros can build better writing habits into their jobs and careers immediately
  • Worksheets, tips and writing exercises: your opportunity to get started as a better writer

PLUS: A 15-minute primer on SEO essentials from search engine optimization expert Sally Falkow

Jon Greer
Managing Director
Jon Greer Consulting LLC

Michael Long
Director of Writing, Master of Professional Studies Program in Public Relations and Corporate Communications
Georgetown University

Sally Falkow
Social Media Strategist
Meritus Media


3:00 - 4:30 p.m. Social Media: How to Build Brands, Find Followers and Attract Fans

  • The content marketing revolution: how brands big and small use social media to reach millions
  • Listening and engagement: the keys to social media
  • Which tools are right for you? Recommendations on which dashboards and measurement tools will help you succeed
  • Best practices and case studies: brand success on Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest and more
  • Using social media and other online tools to enhance your media relations efforts
  • Do’s and don’ts: A day in the life of social media PR pros

Sandra Fathi
President & Founder
Affect 
@sandrafathi

Jenifer Antonacci
Director, Portfolio Communications
Pfizer
@JenAntonacci


4:30 - 5:00 p.m. The Finish: Key Takeaways and Open Floor for Questions

After an information-packed day, this is your chance to ask any additional questions to our speakers and your peers, and to leave the course with dozens of takeaways you can use when you get back into the office.

Certificates will be presented to attendees.


5:00 - 5:30 p.m. Networking Reception

 

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Who Should Attend 

If you spend at least a quarter of your time in any of these areas, you should attend this conference:

  • Audience Development
  • Brand Marketing
  • Business Development
  • Community Relations
  • Corporate Communications
  • Crisis Management
  • Digital and Social Media
  • Employee Communications
  • Fundraising
  • Human Resources
  • Information Technology
  • Lead Generation
  • Marketing
  • Marketing Communications
  • Measurement
  • Media Relations
  • PR Budget Creation/Management
  • Public Relations
  • Public Affairs/Issues Management
  • Publicity
  • Research & Analysis
  • SEM/SEO Management
  • Social Media
  • Video Production
  • Web Marketing
  • Word of Mouth Marketing

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PRSA Accreditation: 

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.

Pricing 

Early Bird Rate 

Pricing

Boot Camp (Per Person Rate) $695Boot Camp (Group Rate) $645Boot Camp & Media Relations Conference (Per Person Rate)  $1440Boot Camp & Media Relations Conference (Group Rate)  $1390

Regular Rate

Early Bird Rate

Boot Camp  (Per Person Rate) $795Boot Camp (Group Rate) $745Boot Camp & Media Relations Conference (Per Person Rate) $1540Boot Camp & Media Relations Conference (Group Rate)  $1490

 Early Bird Rate Ends November 9!

(Join us for PR News' Media Relations Conference, Nov. 30, also at the National Press Club)

>>Questions? 
Contact Saun Sayamongkhun at saun@accessintel.com

Group = Two or more from the same company. Group price is per person.

 Location/ Hotel Suggestions/ Questions:

Workshop Location:
National Press Club
529 14th St NW
Washington, DC 20045
Get Directions

>>Hotels: PR News does not have a hotel room for this event.  To view a list of hotels close to the National Press Club, click here

Questions?

If you'd like to register by phone or have questions regarding the program, please contact Saun Sayamongkhun at saun@accessintel.com

 

 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, Digital PR Awards, 15-to-Watch, Top Places to Work in PR, the Crisis Management Guidebook, Digital PR Guidebook, CSR & Green PR Guidebook, PR Measurement Guidebook and the Media Training Guidebook.