2017 Media Relations Conference

Plus PR News' Video Boot Camp

December 6-7, 2017 | Washington, DC

Improve your media relations strategy!

Join PR News at the National Press Club in Washington, D.C. on December 6-7 for the Media Relations Next Practices Conference, where communications professionals will learn how to increase awareness of their brand and drive business results. You and your team will come away with specific real-world case study examples of successful visual storytelling in media pitching, best practices in establishing and maintaining influencer relations, live broadcasting by brands and unified messaging during a crisis. All-Access Pass members also get admission to the Day 1 Video Boot Camp taking place on December 6. Early Bird rates end November 17. 

Topics we'll cover:

  • Media Pitching
  • Measurement and Analytics
  • Influencer Relations 
  • Paid, Earned, Owned and Social
  • Best Media Relations Tools
  • Storytelling

Media Relations Conference
December 7, 2017 in D.C.

Agenda | Register

Why attend PR News' annual Media Relations Conference on December 7 in Washington, D.C.? You want real insights on media pitching, influencer relations and crisis management as well as proven video tips from our top-notch speakers at brands like Hilton Worldwide, Washington Post, C-SPAN, IBM, Ogilvy Public Relations, Cystic Fibrosis Foundation, Airbnb and SAP. 

Media Relations Conference attendees will learn how to:

  • Build authenticity into your paid media efforts
  • Use the five elements all stories need to hook reporters
  • Strike lasting relationships with reporters on platforms like Twitter, Facebook and LinkedIn that will help you get your pitches heard
  • Emulate iconic brands like Coke, Walmart and Starbucks on organizing your owned media team, and three strategies for sharing content
  • Use measurement tactics for PESO
  • Create a successful media relations dashboard
  • Establish specific KPIs for each aspect of your campaign
  • Translate your brand’s story to fit trending topics on platforms like Facebook, Twitter and Snapchat
  • Frame your pitch with data and analytics that prove a story’s traffic-driving bona fides
  • Tips to crafting a feature-rich press release/email pitch that will ensure your brand coverage;
  • How to personalize pitches to come off as genuine and position yourself as a resource
  • Create videos and images that command attention and position the brand as an authoritative voice
  • Target influencers and groups of likeminded individuals to spark discussions and help them build community around your brand
  • Employ social media listening tactics that efficiently keep you aware of potential crises
  • Draft an influencer collaboration agreement that benefits your brand and influencers and keeps you within regulatory boundaries

Video Boot Camp
December 6, 2017 in D.C.

Agenda | Register

Join us at The National Press Club in Washington, D.C. on December 6, 2017, for PR News’ Video Boot Camp. At this event, brand communicators will share how they’ve used video on Facebook, Instagram, YouTube and beyond to engage their audiences and deliver their brand’s messages more effectively than ever before.

Your brand may not be able to score an appearance on Good Morning America (or at least, not as often as you’d like), but online video is quickly becoming the next-best thing—and in some ways, better. In this PR News boot camp, our expert trainers will discuss the kind of content that earns engagement, the tools and techniques to get that content looking its best and even how you can come out from behind the scenes to take your place in front of the camera as a host and brand ambassador. Then, they’ll discuss how all of this is integrated via real-world case studies.

Video Boot Camp attendees will learn how to:

  • Stay on message, even when you need to improvise
  • Ensure proper posture, diction and body language
  • Create effective calls to action that make your audience want to engage
  • Use various voting methods to conduct audience polls
  • Use audience polls to drive “Choose-your-own-adventure” content
  • Leave room for spontaneity in the course of your planned content
  • Recap for those recently joining the stream and other ways of keeping viewers in mind
  • The editing techniques to use and the software available for your budget
  • How and where to use different kinds of shots (close-ups, establishing shots, etc.) within a video
  • How to color-grade and post-process to get your video looking perfect
  • How to use music, voiceover, diegetic and non-diegetic sound
  • Shooting and using B-roll to flesh out your video
  • Utilize bridging techniques in an interview setting to guide the conversation
  • Determine when to go handheld and when to use a tripod
  • Use lighting equipment and techniques to make the video look professional
  • Select the right camera, lens and microphone for the job
  • Shop for the best items available on low, medium and high budgets
  • Behind-the-scenes streams from exclusive events
  • Telethon-style donation drives for nonprofits
  • Anticipatory / Countdown videos that get viewers chatting and excited



The Media Relations Conference and Video Boot Camp will provide excellent networking opportunities. Beyond the sessions on every facet of media relations and video, you’ll also make long-lasting connections with other like-minded professionals during the several scheduled networking breaks throughout the two days.

Networking Opportunities Include:

  • 2 Networking Breakfasts
  • 2 Networking Lunches
  • 4 Networking Breaks
  • 2 Team Exercises with Peers
  • The Media Relations Working Group
Networking at the Big 4 Conference
Networking at Big 4 Conference
Networking at the Big 4 Conference

Who Should Attend?

As a PR or communications professional, you know that you and your team need to step outside of your workplace, connect with peers and learn from the best to keep growing your skills—for your brand, and for your career. The Media Relations Conference and Video Boot Camp will allow you to do just that.

If you spend at least a quarter of your time in any of these areas, you should attend PR News' Media Relations Conference and Video Boot Camp:

  • Business Development
  • Communications
  • Community Relations
  • Content Creation
  • Content Marketing
  • Crisis Management
  • Digital PR
  • External Communications
  • Internal Communications
  • Lead Generation
  • Marketing
  • Marketing Communications
  • Measurement
  • Media Relations
  • Public Affairs/Issues Management
  • Public Relations
  • Research and Analytics
  • SEO
  • Social Media
  • Video


National Press Club

529 14th St NW
Washington, DC 20045


Media Relations Pass*
Early Bird Rate (until November 6)
Regular Rate

This pass includes access to:

  • Media Relations Conference on Dec 7
  • Meals and networking opportunities on Dec 7
  • Executive Summary by PR News Staff and Measurement Bonus Tip Sheets and Checklists
All-Access Pass
Early Bird Rate (until November 6)
Regular Rate

This pass includes access to:

  • Video Boot Camp on Dec 6
  • Media Relations Conference on Dec 7
  • All meals and networking opportunities
  • Executive Summary by PR News Staff and All Bonus Tip Sheets and Checklists
Video Pass*
Early Bird Rate (until November 6)
Regular Rate

This pass includes access to:

  • Google for Communicators Boot Camp on August 9
  • Meals and networking opportunities on August 9

* The Media Relations Pass does not include access to the Video Boot Camp. The Video Pass does not include access to the Media Relations Conference.

Group Rates
Make this a collective experience and bring your team! Save $100 per person when you bring a group of two or more people from your organization. (Select the "Group Rate" when you register.) All team members can be registered and paid for at the same time.

Nonprofit/Government Rates 
Professionals at nonprofit/government organizations can take an additional $100 off each pass.

PR News Pro Subscriber Rates 
PR Pro subscribers get an additional $200 off each pass. Not a subscriber? Become one today!


What is PR News?

The PR News Group is a go-to source that serves the communications and marketing community at corporations, agencies and nonprofits. The PR News Group focuses on honing and growing PR and marketing professionals’ skills in social media, crisis management, digital PR, measurement, employee relations, media training, CSR and writing through its flagship newsletter, webinars, conferences, awards programs, workshops and guidebooks. With the launch of its weekly newsletter over 70 years ago, PR News has remained dedicated to supporting the growth of communicators and marketers all while keeping them abreast of the latest news affecting their industries.

Does PR News have a hotel room block?

Not at this time. Here is a list of nearby hotels.

How can I become a sponsor?

A variety of event sponsorship opportunities are available for these industry-known events. Please contact Rich Hauptner to book you spot soon as we have a limited number of slots available.

How can I become or suggest a speaker/panelist?

To be considered, please email Editorial Director, Steve Goldstein at sgoldstein@accessintel.com.

How do I register?

You can register online on our secure site. If you have any questions or concerns, please call or email Client Services at 1-800-777-5006; clientservices@accessintel.com.

What is included in the registration price?

Registration includes continental breakfast, access to all sessions, lunch, break beverages/snacks, a workbook, access to speaker presentations and 4 credits towards your PR News Certificate in Social Media.

What kinds of payment do you accept?

We only accept credit card (AMEX, Visa, MC) and check (must be received 10 days prior to the event) via our online registration. Register here.

Is there an additional discount for groups of 5 or more?

There is a discount for groups of 5 or more from the same company, please contact Client Services at 1-800-777-5006; clientservices@accessintel.com for details.

What if I have a discount code?

Only one discount code can be honored, and only the first discount code used can be honored. Please note that discount codes are only good on NEW REGISTRATIONS. Discount codes cannot be applied to a registration that has already been processed and price adjustments are not available.

I’m part of the media, how can I get a complimentary pass?

If you’re interested in becoming one of our media partners and/or attending to cover the events, please submit your request to clientservices@accessintel.com. There are very few spots available and due to the high volume of requests, only those chosen to attend will be notified.

I am registered, but cannot attend. Can I cancel or transfer my registration?

You may substitute another individual in your place at no extra charge, but we do not refund registrations. That is clearly stated on the payment page of the registration process and confirmation message. If transferring, please forward the information to clientservices@accessintel.com.

I have a question about the Conference and/or Boot Camp that I did not find here. What should I do?

Email questions to clientservices@accessintel.com. You may also call 1-800-777-5006 for additional assistance.


The ability to download PDFs of the presentations is awesome. It will be great to share with colleagues who were unable to attend.
Associate Vice President
Finn Partners
This was a great event. Not only were the speakers knowledgeable and engaging, but the attendees were awesome. And networking was great!
Communications Manager
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


At PR News' Media Relations Conference and Video Boot Camp, sponsors will reach hundreds of PR and communications professionals looking to improve their social media strategies and SEO. Join us as a thought leader at this dynamic industry event by becoming a sponsor today.


  • Your logo on all marketing and event materials
  • 2 complimentary registration passes for your staff
  • Full-page ad in the attendee workbook
  • "5 Things You Didn't Know" list about your company included in the attendee workbook and event website
  • Booth to display your sponsorship materials in a high foot traffic area
  • Trackable VIP discount code to send to your clients and colleagues to attend the conference
  • Speaking opportunity for your executive
  • Opportunity to present research from your organization
  • Provision of the attendee list with full contact information
  • Face time during the event where you'll have the chance to raffle off an item
  • Networking opportunities with attendees
  • Shout-outs on social media and on stage at the event

Have other sponsorship needs? You can customize a sponsorship package. Hurry, only a limited number of sponsorships are available! For information about sponsorship packages, please contact Rich Hauptner at RHauptner@accessintel.com or 203-899-8460. 

Why Sponsor the Media Relations Conference?

  • Reach decision-makers and buyers who know the importance of having the right products and services for their social media efforts
  • Save on travel costs and meet with your current customers and potential new clients in one trip
  • Increase brand awareness to parties involved in social media, marketing, tech, PR and communications
  • Launch a new product or service to decision-makers in the social media community



For questions related to event registrations, please contact:

Jessica Placencia
Marketing Manager
PR News


If you would like to sponsor this event, please contact:

Rich Hauptner
Director of Business Development
PR News


For information on programming and speakers, please contact:

Steve Goldstein
Editorial Director
PR News