December 5-6, 2018 | Washington, D.C.

Join PR News at the historic National Press Club in Washington, D.C., on December 5-6 for the Media Relations Next Practices Conference and Video Boot Camp. At the Media Relations Conference, we’ll find and share new ways to successfully meet your biggest media relations challenges, including coping with shrinking newsrooms and fewer beat-specific reporters, media relations measurement, the ROI of brand newsrooms, working with influencers and bloggers, the impact of AI/machine learning on media relations and journalism, crisis communications and as always, getting journalists to open and read your email pitches. At the Video Boot Camp, our expert trainers will uncover the best ways to leverage video on Facebook, Instagram, Twitter, Snapchat, YouTube and more. 

One- and two-day passes are available.


Featured Speakers

Jayne O'Donnell

USA Today

Stacey Jones

Managing Director, Corporate Communications and Global Media Relations

Suzanne Ffolkes

VP Communications

Gil Jenkins

VP Communications
American Council on Renewable Energy

Video Boot Camp

December 5, 2018

Join us at The National Press Club in Washington, D.C. on December 5, 2018, for PR News’ Video Boot Camp. 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.


Media Relations Conference

December 6, 2018

Join PR News at the historic National Press Club in Washington, D.C., on December 5-6 for the Media Relations Next Practices Conference, where we’ll find and share new ways to successfully meet your biggest media relations challenges, including coping with shrinking newsrooms and fewer beat-specific reporters, media relations measurement, the ROI of brand newsrooms, working with influencers and bloggers, the impact of AI/machine learning on media relations and journalism, crisis communications and as always, getting journalists to open and read your email pitches.


Video Boot Camp

December 5, 2018

This full-day Video Boot Camp is perfect for communicators and marketers looking to take their video initiatives to the next level in 2019. You'll learn how to use video on Facebook, Instagram, YouTube and beyond to engage your audience and deliver your brand’s messages more effectively than ever before.

In this PR News boot camp, our expert trainers will discuss the kind of video 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. They’ll discuss how all of this is integrated via real-world case studies and specific advice on how to implement ideas at your own organization.


Attendees Bonuses Include:

  • PR News' Video Guidebook ($400 value)
  • Sample Dashboard for Measuring Video Success
  • Glossary: Video Terms


  1. 8:30 am - 9:00 am

    Registration & Networking Breakfast

  2. 9:00 am - 9:40 am

    Media Training: How to Get Yourself and Your C-Suite Ready for the Camera Lens

    Media training was once only for executives and official spokespeople, but the prevalence of video is bringing more members of the communications team in front of the camera. It’s important to learn how to be comfortable and at ease in the moment. In this interactive session, we invite audience members up to participate in a practice interview and improve their presence with the help of our expert trainer.

    We’ll discuss how to:

    • Stay on message, even when you need to improvise
    • Ensure proper posture, diction and body language
    • Utilize bridging techniques in an interview setting to guide the conversation
    • Choose clothing that is camera-friendly and matches the tone you want to set
    • Avoid unconscious fidgeting and maintain proper eye contact
    • Diana Alickaj

      Diana Alickaj

      Vice President
  3. 9:40 am - 10:10 am

    Production Tools and Techniques for High Impact, Low Budget Video

    Video on social media can be as simple as setting up an iPhone and talking into it—but your results could be so much better. There is equipment for every budget to enhance your video, and anybody can learn the basics of filming to make your subject look good and your stream look (and sound) more professional.

    You’ll learn how to:

    • Make your message resonate without a professional crew (or how to barter for a crew)
    • Where to spend your money—talent, equipment, or other
    • 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
    • Chris Broyles

      Chris Broyles

      Managing Director, Americas Lead, Digital & Creative Communications
      FTI Consulting
  4. 10:10 am - 10:20 am

    Networking Break

  5. 10:20 am - 11:00 am

    Editing Tools and Techniques for a Communications Team of One

    Editing has been called the language of film. If we compare a single shot to a word, then a well-edited sequence is like a carefully written sentence, with each word serving a purpose. In this session our trainers will help you embark upon your journey toward gaining fluency in the art of cutting together an expressive, attractive and engaging video.

    We’ll discuss:

    • 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
    • Sound: how to use music, voiceover, diegetic and non-diegetic sound
    • Shooting and using B-roll to flesh out your video
  6. 11:00 am - 11:20 am

    Networking Break

  7. 11:20 am - 12:00 pm

    Short-Form Video: Making an Impression in a Minute or Less on Instagram, Facebook and Beyond

    As attention spans shrink, brands are embracing the quick-hit tactics of 60-second (or less) clips to preserve and bolster their relevance. But as you struggle to say more in less time, how can you cut through the social media clutter to deliver short-form videos that make a deep impression? What tips and tricks turn a quick hit into a lasting impression?

    In this panel, you’ll learn how to:

    • Choose social media platforms best suited for your target demographic
    • Connect with viewers using visual storytelling elements that work
    • Measure results and communicate success to senior leaders
    • Entertain and inform without sacrificing brand awareness
    • Find the editing tools and equipment that get thumbs up from pros
  8. 12:00 pm - 1:00 pm

    Networking Lunch

  9. 1:00 pm - 2:00 pm

    How to Use Facebook Live to Expand Your Brand’s Community

    It doesn’t matter what kind of brand you are—you can engage and delight audiences… and we’re going to show you how to do it. We’ll give you case studies that illustrate how some communicators have mastered live streaming to broadcast their brand’s most compelling stories authentically and spontaneously—and how you can too.

    You’ll learn how to:

    • Identify when it’s best to ramp up production values and when it’s best to go gritty
    • Brainstorm ideas and measurable goals for broadcast-worthy content
    • Engage your audience and address their questions in real-time without missing a beat
    • Cast and train influencers and brand ambassadors to star in your broadcast
    • Leverage other social platforms to drive more viewers to your stream
  10. 2:00 pm - 2:20 pm

    Networking Break

  11. 2:20 pm - 3:30 pm

    Advanced YouTube Tactics for Brands

    Learn how to increase your YouTube traffic and report metrics that matter to the C-suite. Nearly three-quarters of American adults use YouTube regularly, beating out Instagram, Twitter and even Facebook. Our communications leaders will teach you how to better tap into YouTube’s massive and growing audience and build your brand with the most powerful content that exists—video. Learn how to leverage the platform to generate leads, grow your email list and create videos with authentic calls to action that encourage followers to subscribe and come back for more.

    What we’ll cover:

    • How to create authentic video content that shows your brand’s personality
    • How to leverage trending topics on Google and YouTube when cultivating your video strategy
    • Specific tactics to increase traffic to your brand’s YouTube channel, such as creating a clear identity on your homepage
    • How to measure engagement on your videos using a combination of native and third-party analytics
    • How to create attractive thumbnails, titles and proper keywords to draw people to your video content
    • What to pay attention to in YouTube’s analytics to discover how you can better serve your subscribers
  12. 3:30 pm - 3:35 pm

    Closing Remarks

Media Relations Conference

December 6, 2018

We've designed The Media Relations Conference on Dec. 6 in Washington, D.C. for communications professionals who need to hear forward-thinking insights on media pitching, measurement,  the impact of AI/machine learning on media relations and journalism, influencer relations, social media marketing, and the best media relations tools from leading brands like Walmart, The Washington Post, Capital One, Politico and Discovery Communications.

All-Access Pass members also get admission to the Day 1 Video Boot Camp taking place on December 5.


Attendee Bonuses Inlude:

  • PR News' Media Relations Guidebook ($400 value)
  • Executive Summary - we take notes for you!
  • 2018 Media Relations Working Group Survey Results: The Future of Media Relations
  • Sample Dashboard: What Media Relations Measurement Looks Like
  • Glossary: Media Relations KPIs
  • Crisis Simulation Template: How to Conduct a Crisis Communications Audit


  1. 8:00 am - 8:30 am

    Registration & Networking Breakfast

  2. 8:30 am - 9:00 am

    Rethinking Media Relations: PR Pros and Journalists in Sync for the Era of AI and Analytics

    Newsrooms may be getting smaller, but they are changing in other ways, too, including using artificial intelligence (AI) and analytics. In this Media Relations Conference wake-call, you’ll learn how these changes will influence how you do your job.

    We’ll cover:

    • The trend of AI bots writing news articles, and how media relations pros can make the leap to writing materials for AI bots
    • How newsrooms are using data and analytics to define audiences and choose stories for them, and how media relations pros can use the same tools to keep pitches in line with what newsrooms are seeking
    • How newsrooms’ need for data to feed AI software will lead forward-thinking media relations pros to shift from providing thought leadership materials to providing thought leadership databases
  3. 9:00 am - 10:00 am

    How to Engage Reporters on Email

    Let's face it—even though journalists spend much of their time on Twitter (often just talking to their journalist peers) most of media relations is handled on email. Top media relations pros will share with you the email pitch methods that make journalists want to reply to them immediately.

    What you'll learn:

    • Headline-style subject-line writing that draws journalists in
    • Dreaded phrases in subject lines that turn off journalists
    • When and when not to pitch stories
    • Which materials to include or not to include with email pitches
    • How best to format the body copy of an email pitch
    • How to spot the fluff in your email pitches and get right to the point
    • How not to give everything away and make your email pitch serve as a tease
  4. 9:00 am - 10:00 am

    Crafting Content to Help Journalists Get the Clicks They Need

    With continuous pressure on journalists to drive clicks for their media brands, PR pros may feel that providing sensational content is the only way to get a reporter”s attention. In this session you'll learn how to turn this trend to your advantage and find ways to monitor the news for opportunities to insert your organization into trending stories and help journalists get what they need most—more clicks.

    What you'll learn:

    • How to offer your C-suite as journalist sources across a wider range of subjects than you had previously thought possible
    • How to arm journalists with data-driven insights that could be used in a journalist's headline or tweet
    • Time-saving tips and tools that will help you monitor current themes in the news for opportunities to share your organization's point of view
    • How to use journalists' social channels to track their interests and recent coverage
    • How to make it easy for journalists to use your content “as is”—or close to it
  5. 10:00 am - 10:45 am

    Speed Networking: Pick Your Beat

    You'll get an opportunity to meet at dozens of your media relations peers and share challenges and successes around a specific industry vertical.

  6. 10:45 am - 11:45 am

    Influencer Marketing—Taking the Media Out of the Equation

    Savvy communicators know that audiences are more apt to trust the word of a peer or a personality they gravitate toward rather than a carefully designed pitch or ad from a brand itself or even a positive media story. In this session you'll get a thorough grounding how to build a results-based influencer marketing program that speaks to the needs of the C-suite.

    What you'll learn:

    • How to identify the right influencers and bloggers for your organization
    • How to walk the fine line between providing guidance to influencers while letting them stay true to their creative direction
    • How to clearly define your campaign objective and set measurable KPIs
    • How to vet influencers for problematic past content or artificially inflated follower numbers
  7. 10:45 am - 11:45 am

    The Essentials for a Successful Brand Newsroom

    An online newsroom is a necessary part of a successful media relations strategy. In this session you”ll learn how to optimize your newsroom so it meets its fullest potential and delivers on your investment of time and money.

    What you'll learn:

    • Making sure your newsroom is easily accessible and optimized for search
    • What easy and intuitive navigation in a newsroom really looks like
    • The shareability expected by visitors to your newsroom and your branded content
    • How to make the look and feel of your newsroom consistent with your corporate website to build trust and provide clarity
    • The best ways to incorporate data into your brand newsroom strategy to make sure your stories are hitting their marks
  8. 11:45 am - 1:00 pm

    Networking Luncheon and Journalists Panel

    In this Q&A session, we'll ask journalists how their jobs have changed and how they see media changing in 2019—and what role they want PR to play in their professional lives. This will be a rare opportunity for you to ask journalists questions they don't have time to answer when they're in the newsroom.

    Among the topics we'll discuss with our panel of journalists:

    • What makes them open an email pitch
    • How closely they monitor clicks on their own stories
    • Whether their beats are narrowing or if they're being asked to take on more beats
    • How the style and form of their content is changing
    • Examples of successful long-term give and take with specific PR pros
    • Their evaluation of the future of journalism
  9. 1:00 pm - 2:00 pm

    Measurement Clinic: Are Your Media Relations KPIs the Same as Your C-Suite

    Media Relations Conference attendees will have the opportunity to send in examples of their key performance indicators and have them evaluated by our panel of measurement experts. In this clinic, you'll be advised on how you can better align your KPIs better with your senior leaders' expectations of your media relations programs.

    What you'll learn:

    • How to develop quantifiable, attainable outcomes for your media relations programs
    • Clarity about the difference between outputs, impact and outcomes
    • How to use data analytics to show how you're moving the needle with key audiences
    • How to identify potential disconnects between your communication goals and what/where you are messaging
    • How best to use dashboards to quickly communicate media relations measurement in action
  10. 2:00 pm - 2:20 pm

    Networking Break

  11. 2:20 pm - 3:00 pm

    Put the Power of PESO to Work for Your Media Relations Programs

    Learn how to execute your paid, earned, shared and owned content tactics in concert with each other. You'll walk away from this session with a clear plan on how to create a multi-channel PESO approach in which your earned coverage, paid social, branded content and organic social media content amplify each other.

    During this session, you'll learn how to:

    • Integrate media relations, social media, content marketing and lead generation
    • Determine the outcomes you're trying to drive and then build an integrated plan leveraging PESO to support them
    • Get internal buy-in for PESO integration
    • Choose the right KPIs across the PESO spectrum
    • Use PESO to establish links between media relations performance metrics and progress toward organizational goals
  12. 3:00 pm - 4:00 pm

    Crisis Communications: How to Be the Best at Preparing for the Worst

    If you were not convinced already that preparing in advance to handle a smoldering issue or a crisis is worth the time and resources to pre-plan, consider this: The risk management and insurance firm Marsh estimates that for every dollar invested in pre-crisis planning, seven times that amount is saved in losses that were averted. This session will add value to your own role as you learn how put that 7-to-1 investment in crisis planning to work in your organization.

    What we'll cover:

    • Preparing for both internal and external events
    • Crafting response plans for all types of crises
    • Staffing needs for crises
    • Determining ahead of time who your credible, trained spokespeople are
    • How to influence the amount of time your crisis remains in the news cycle
    • Reassuring customers and stakeholders while expressing concern for people adversely affected by your crisis
    • Getting organizational buy-in for investment in crisis preparation
  13. 4:00 pm - 4:30 pm

    Communications Tech Tools—What's Working and What's Not

    We'll wrap up the Media Relations Conference by having some of our speakers unpack their communications toolkits for us and talk about the tech they rely on most—and what they wish that tech could do that it presently can't do.

    Just some of the types of tools we'll talk about:

    • Media monitoring tools
    • Tools to help you find the right journalists and influencers
    • Visual and editing tools to improve your Instagram content
    • Facebook content automation tools
  14. 4:30 pm

    Closing Remarks, Certificates & Champagne Toast


  • Catherine Blades

  • Tomeika Bowden

    D.C. Public Charter School Board
  • Eileen Bramlet

    VP Communications
    Copyright Alliance
  • Suzanne Ffolkes

    VP Communications
  • Jennifer Giglio

    VP Communications
    Washington Nationals
  • Joan Hurwitz

    VP Communications
    American Nurses Association
  • Gil Jenkins

    VP Communications
    American Council on Renewable Energy
  • Stacey Jones

    Managing Director, Corporate Communications and Global Media Relations
  • Alison Kodjak

    Health Policy Correspondent
  • Jayne O'Donnell

    USA Today
  • Bettina Papirio

    Senior Director, Digital Brand Lab
    Hotwire PR
  • Jen Warren

    Director of Global Communications

Media Relations Working Group

Join PR News’ Media Relations Working Group

As an attendee of the PR News Media Relations Conference, you have an opportunity to join the Media Relations Working Group, an initiative to analyze the future of media relations. You’ll be able to join this group of 23 senior communications professionals at brands, nonprofits and agencies and take part in networking opportunities and in the development of special reports, which we’ll share with 200,000 professional communicators.

In addition, as a member of the Media Relations Working Group you’ll be able contribute to the development of future Media Relations Conference agendas. In fact, the 2018 Media Relations Conference agenda was created with the input from the MRWG.



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 at the Big 4 Conference
Networking at Big 4 Conference
Networking at the Big 4 Conference


While you’re in D.C., make time to explore the beautiful attractions with fellow conference participants like the monuments, restaurants. shops and museums. Here’s a list of our top recommendations:

  • Lincoln Memorial
  • National Gallery of Art
  • Washington Monument
  • Smithsonian National Museum of Natural History
  • International Spy Museum
  • Jefferson Memorial
  • National Air and Space Museum
  • Newseum
  • United States Botanic Garden
  • Martin Luther King, Jr. Memorial
  • Georgetown for restaurants, cafes and shopping
  • Smithsonian American Art Museum
  • Dupont Circle for cafes and bars
  • The National Zoo 
  • Adams Morgan for dining
  • The Portrait Gallery

National Press Club


National Press Club

529 14th St. NW
Washington, DC 20045

The National Press Club is one of the nation’s leading conference centers and event facilities. It provides state-of-the-art service for clients who require the best in meeting environments. Our professional staff are experts at coordinating banquets and receptions, as well as news conferences, meetings, symposiums, webcasts and satellite media tours. From our AV team to our broadcast team to our online staff to our still photographers, we are ready to help you present your message to the audience in the room, across the country and around the world. We practice and refine our technology and techniques every day for events large and small, and provide high-tech messaging solutions in an effective and professional manner. Our conference rooms combine beauty and function. Our banquet food and services enjoy a wonderful reputation. And our location – in the heart of Washington, DC - is both convenient and attractive.

Nearby Hotels


Best Rate! All-Access Pass to the Boot Camp and Conference

  • Pre-Sale

    Valid until
    August 31, 2018
  • Super Early Bird

    Valid until
    September 28, 2018
  • Early Bird

    Valid until
    October 31, 2018
  • On-Site

    Valid until
    December 04, 2018

Boot Camp Only

  • Pre-Sale

    Valid until
    August 31, 2018
  • Super Early Bird

    Valid until
    September 28, 2018
  • Early Bird

    Valid until
    October 31, 2018
  • On-Site

    Valid until
    December 04, 2018

Conference Only

  • Pre-Sale

    Valid until
    August 31, 2018
  • Super Early Bird

    Valid until
    September 28, 2018
  • Early Bird

    Valid until
    October 31, 2018
  • On-Site

    Valid until
    December 04, 2018

Nonprofit/Government Discounts: Nonprofit and government organizations receive an additional $200 off current rates. 

PR News Subscribers Save More: PR News subscribers save 15% on the Media Relations Conference and Video Boot Camp and all PR News events.

Questions? Contact Client Services

Invest In Your Future: Attending Media Relations Conference and Video Boot Camp is the equivalent of 24 hours of time with a strategic consultant or spending a few weeks in a graduate-level business course. Plus, the people connections you’ll make are invaluable. Register now and commit to taking your career and your department to the next level.

Team Rates: Join the many other companies who bring their teams to the Media Relations Conference and Video Boot Camp so they can collectively learn, strategize and build a better mousetrap.


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 Katie Sullivan 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 Senior Content Manager, Sophie Maerowitz at

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;

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; 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 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

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

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


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 Katie Sullivan at

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

PR News Gives Back with Feeding America

The Feeding America network is the nation’s largest domestic hunger-relief organization with 200 food banks and 60,000 food pantries and meal programs. Together with individuals, charities, businesses and government we can end hunger. A portion of the PR News' Media Relations Conference and Video Boot Camp ticket sales will go to Feeding America.



For questions related to event registrations, please contact:


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


For information on programming and speakers, please contact: