prnews_mediarelationsconference2013_ba_596x158_v1

December 12, 2013 | National Press Club | Washington, D.C.
8 a.m. to 4:15 p.m.

media-relations-brochureView Brochure

Join us for PR News' annual Media Relations Next Practices Conference at the esteemed National Press Club in Washington, D.C., and get the latest best practices on building relationships with journalists and bloggers, finding and engaging with the right reporters and influencers on social networks and communicating with the media in a crisis while never losing sight of your core messages. You'll hear case studies of organizations that have successfully entered the realm of branded content, and learn which journalistic techniques you can apply in the crafting of your own content.

Speakers:

  • Blair Austin, Marketing Director, ILMO Products Company
  • Abha Bhattarai, Reporter, Capital Business, The Washington Post
  • Ryan Bowling, Director, Mars Press Office and Digital Communications, Mars Inc.
  • Johna Burke, EVP, BurrellesLuce
  • Julie H. Craven, Vice President, Corporate Communication, Hormel
  • Natalie DiBlasio, Breaking News Reporter, USA TODAY
  • Jerry Doyle, Senior Consultant and Principal, CommCore Consulting Group
  • Lewis D'Vorkin, Chief Product Officer, Forbes
  • Amy Eisman, Director, Media Entrepreneurship & Interactive Journalism, School of Communication, American University
  • Sandra Fathi, President, Affect
  • Kathy Grannis, Senior Director, Media Relations, National Retail Federation
  • Kraig Kann, Chief Communications Officer, LPGA (Ladies Professional Golf Association)
  • Dawn Kelly, Vice President, Global Communications, Prudential Financial Inc.
  • Seema Kumar, Vice President, Enterprise Innovation and Global Health Communication, Johnson & Johnson
  • Dallas Lawrence, Vice President, Corporate Affairs, Mattel, Inc.
  • Lawrence J. Parnell, Associate Professor and Program Director, Masters in Strategic PR, College of Professional Studies, The George Washington University
  • David J. Ringer, Director, Media Relations, National Audubon Society
  • Fred Sainz, Vice President, Communications and Marketing, Human Rights Campaign
  • Tracy Schario, Communications Officer, The Pew Charitable Trusts
  • Jon Schwartz, Senior Director, Business and Brand Communications, NASCAR
  • Doug Simon, President & CEO, D S Simon Productions
  • Darcy Spencer, General Assignment Reporter, News4 - NBC4 Washington
  • David Wescott, Director, StudioOnline, APCO Worldwide
  • Dick Wolfe, Sr. Director Corporate Communications, ADP - Automatic Data Processing
  • Mike Taylor, Co-Creator, Publicitymedia.com

Agenda:

8:00 - 8:30 a.m. Registration and Networking Breakfast
8:30 - 8:45 a.m. Wake-Up Call: The Media Landscape & What It Means to You
8:45 - 9:15 a.m. Story Pitching Techniques You'll Need in 2014
9:15 – 10:00 a.m. Craft Press Releases (and all PR Content) From the Journalist's POV
10:00 - 10:15 a.m. Networking Break
10:15 - 11:15 a.m. Find and Engage With the Right Journalists and Influencers on Social Media
11:15 - 11:45 a.m. ROI Essentials: How to Measure the Impact of Your Media Campaigns
11:45 a.m. - Noon Networking Break
Noon – 1:00 p.m. Luncheon Keynote Presentation: Forbes' Lewis D'Vorkin—The Future of Authoritative Journalism and the Rise of Branded Content
1:00 - 1:15 p.m. Networking Break
1:15 – 2:00 p.m. Show & Tell: Examples of Content Marketing That Connects to the Bottom Line
2:00 - 2:45 p.m. Crisis Clinic: Media Relations Survival Tactics During a Crisis
2:45 - 3:00 p.m. Networking Break
3:00 – 3:45 p.m. Media Training Essentials: How to Handle Difficult Questions in Interviews
3:45 - 4:15 p.m. Face-Off: Relationship-Building Tips for PR Pros & Journalists
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What We'll Cover:

8:00 - 8:30 a.m. - Registration and Networking Breakfast

8:30 - 8:45 a.m. - Wake-Up Call: The Media Landscape & What It Means to You

You'll get a morning blast about the new media ecosystem—who and what is media, who and what is not media and how the media brand-PR equation has changed in the past few years.

Amy Eisman
Director, Media Entrepreneurship & Interactive Journalism
School of Communication
American University

8:45 - 9:15 a.m. - Story Pitching Techniques You'll Need in 2014

Getting coverage for your product, service or clients comes down to your ability to tell a compelling story in the flash of an instant via text, images or video. Journalists are under intense pressure to produce content quickly, and in this session you'll learn which pitching techniques will help you break through the clutter in 2014 and beyond.

You'll learn how to:

  • Anticipate what makes a journalist, TV producer or blogger instantly delete an email pitch
  • Craft an email subject line that speaks to a particular journalist's needs
  • Choose the best times to email a pitch
  • Do the work for journalists by indicating trends and offering industry insight and expert sources in your pitches
  • Make images and video part of your pitches
Kraig Kann
Chief Communications Officer
LPGA
@KraigKann
@LPGA
Tracy Schario, APR
Communications Officer and
Clean Energy Lead
The Pew Charitable Trusts
@TracySchario
Moderator: Mike Taylor
Co-Creator
Publicitymedia.com

9:15 – 10:00 a.m. - Craft Press Releases (and all PR Content) From the Journalist's POV

In this session, you'll learn how to apply journalistic techniques to your press releases and corporate blogs. You'll increase the chances that your press release will be the 1 out of 25 releases that actually gets read and used by the media, and the chances that your blog posts will lead to social shares and media coverage of your organization.

You'll learn how to:

  • Apply the first-best-only axiom to determine if your content is really newsworthy
  • Write an attention-grabbing headline
  • Capture and hold attention with your lead paragraph
  • Zoom in on the benefits of a product or service
  • Use statistics and data to provide context in your press releases and blog posts
  • Write journalistic, short, succinct sentences free of hype
Seema Kumar
Vice President,
Enterprise Innovation and
Global Health Communication
Johnson & Johnson
@JNJCares
Fred Sainz
Vice President,
Communications and Marketing
Human Rights Campaign
@HRC
Dick Wolfe
Senior Director of Corporate Communications
ADP

10:00 - 10:15 a.m. - Networking Break

10:15 - 11:15 a.m. - Find and Engage With the Right Journalists and Influencers on Social Media

Social media has changed the nature of news cycles, and even the basic definition of media players. Do bloggers count as influencers? Can we take citizen journalism seriously? How do you best reach the different types of outlets? In this session, you'll get tips and real-world examples of how to use social media to engage and remain in-touch with influencers, whether they are reporters working for traditional media brands or up-and-coming bloggers.

You'll learn how to:

  • Include the right kind of information in your personal and organization's social media profiles to make it easier for journalists to find you
  • Determine when a journalist will be receptive to pitches on Twitter
  • Be more resourceful in finding journalists on LinkedIn and Muck Rack
  • Build relationships with journalists and influencers on social channels
  • Contribute transparently to conversations on social platforms to communicate subject matter expertise
  • Strike the ideal balance among informative, entertaining and promotional social posts
Kathy Grannis
Senior Director of Media Relations
National Retail Federation
@NRFKathy
David Ringer
Director, Media Relations
National Audubon Society
@SerendipityBird
David Wescott
Director, Digital Strategy
APCO Worldwide
@dwescott1
@apcoworldwide

11:15 - 11:45 a.m. - ROI Essentials: How to Measure the Impact of Your Media Campaigns

Our PR measurement experts will show you how to make the business case for your media relations efforts—before you send your first email pitch or retweet an article by a leading journalist in your market. After this session you will think twice before launching a media relations campaign that does not tie into a specific organizational goal held dear by your senior leaders.

You'll learn how to:

  • Develop quantitative, desired outcomes that you can actually reach
  • Establish clear expectations from senior leaders of your media relations programs
  • Use a logic model to map all the factors you're considering for your campaign
  • Establish specific measurements for each aspect of your campaign
  • Present and report results
Ryan Bowling
Director of the Press Office
and Digital Communications
Mars, Incorporated
@rjracer
Johna Burke
EVP
BurrellesLuce
@gojohnab
Sandra Fathi
Founder and President
Affect

11:45 a.m. - Noon - Networking Break

Noon – 1:00 p.m. - Luncheon Keynote Presentation: Forbes' Lewis D'Vorkin—The Future of Authoritative Journalism and the Rise of Branded Content

As our first afternoon session will show, organizations are leaping headfirst into content production, and PR professionals are leading the way. But they still seek to be connected to and covered by authoritative and trusted media brands—and perhaps that's more important than ever given the proliferation of media voices. In his keynote address, Lewis D'Vorkin, chief product officer for Forbes, will discuss the future of traditional, authoritative journalism in an era in which brands also see themselves as publishers and content creators.

Lewis D'Vorkin
Chief Product Officer
Forbes
@Forbes

1:00 - 1:15 p.m. - Networking Break

1:15 – 2:00 p.m. - Show & Tell: Examples of Content Marketing That Connects to the Bottom Line

Call it content marketing or branded content—whatever name you apply, more and more organizations are devoting communications resources to producing influential, shareable and useful content. We'll look at several content marketing programs that had high returns for their companies and met or exceeded expectations. Each example of content marketing will be analyzed for its objective, execution and metrics used to show success.

You'll learn how to:

  • Craft an objective for your content marketing programs and measure their success
  • Find and create the content you need with minimal resources
  • Integrate content marketing into your communications strategy
  • Increase the likelihood that your content will be shared on social channels
  • Pitch your branded content to media outlets
  • Drive traffic to your website with your branded content
  • Set up a metrics framework from the outset of your content program
Julie Craven
Vice President,
Corporate Communications
Hormel Foods Corporation
@JulieHCraven
Austin_Blair

Blair Austin
Marketing Director
ILMO Products Company
@fromBlair

Doug Simon
President & CEO
D S Simon Productions
@DSSimon

2:00 - 2:45 p.m. - Crisis Clinic: Media Relations Survival Tactics During a Crisis

Our crisis management expert Dallas Lawrence of Mattel will share the best ways to use your social media channels as your first line of communications; craft a single core message that is communicated by all spokespeople; and put your stakeholders first in all communications with the media. Don't miss this opportunity to equip yourself with the skills you'll need to lead your organization through a crisis.

You'll learn how to:

  • Develop a strategic, coordinated and rehearsed social media plan
  • Communicate with the media within minutes of a crisis and stay engaged
  • Influence which visuals are shared during a crisis
  • Put a specific company face front and center in a crisis
  • Build in time to coach spokespeople to handle difficult questions from the media
  • Measure the success of your crisis management efforts
Dallas Lawrence
Vice President, Corporate Affairs
Mattel, Inc.
@dallaslawrence

2:45 - 3:00 p.m. - Networking Break

3:00 – 3:45 p.m. - Media Training Essentials: How to Handle Difficult Questions in Interviews

Message control—or, rather, message influence—has never been more important or slippery than it is now, when everyone with a mobile phone is a potential roving news team with instant access to massive audiences. Our media trainer will prepare you to handle difficult questions from journalists, bloggers and your customers—and give you the tools you need to become your organization's internal media trainer.

You'll learn how to:

  • Develop sound bites/message points
  • Use bridging techniques
  • Prepare for different kinds of interviews
  • Get senior management buy-in for formal media training
Jerry Doyle
Senior Consultant and Principal
CommCore Consulting Group
@Comm_Core

3:45 - 4:15 p.m. - Face-Off: Relationship-Building Tips for PR Pros & Journalists

PR pros and journalists will participate in a face-off as they share ways in which their working relationships can improve. Get ready for a no-holds-barred exchange of ideas—and come armed with your own questions and be prepared for some tough answers.

Abha Bhattarai
Reporter, Capital Business
The Washington Post
@abhabhattarai
Natalie DiBlasio
Breaking News Reporter
USA TODAY
@ndiblasio
Dawn Kelly
Vice President, Global Communications
Prudential Financial
@Prudentialnews
Jon Schwartz
Senior Director,
Integrated Marketing Communications
NASCAR
@NASCAR
Darcy Spencer
General Assignment Reporter
News4 - NBC4 Washington
@darcyspencer
Moderator: Lawrence J. Parnell
Associate Professor and Program Director
Masters in Strategic PR
College of Professional Studies
The George Washington University
@GWPRmasters

You'll get the actionable takeaways, how-to's and real-world examples you need to measure and communicate the ROI of social media; share content on Facebook that reaches the News Feeds of your target audience; connect with the Twitter followers that matter most to your organization; take the lead in your organization's content marketing strategy; become a brand storyteller with Instagram, Pinterest and Vine; have the inside track on the best free and paid social media monitoring tools; discover the best career opportunities for digitally savvy PR pros; manage a crisis on social channels; and more.

Pricing:

PR News' PR People Awards Luncheon will take place on December 10 as well as the One-Day Boot Camp for Emerging PR Stars on December 11, a day prior to PR News' Media Relations Conference on December 12. All three events will be held at the National Press Club in Washington, D.C. When registering, you have the option to register for one or all events.

Per Person Rate Regular Rate:
Media Relations Conference Only $995
Conference & PR People Awards Luncheon $1420
Conference & Emerging PR Stars Boot Camp $1740
Conference, Emerging PR Stars Boot Camp, & PR People Awards Luncheon
$2015
Group Rate Regular Rate:
Media Relations Conference Only $945
Conference & PR People Awards Luncheon $1395
Conference & Emerging PR Stars Boot Camp $1690
Conference, Emerging PR Stars Boot Camp, & PR People Awards Luncheon
$1965

The group rate is for two or more people. Register now and join us at the National Press Club on December 12 and immerse yourself in the skills you need to compete and thrive as a PR practitioner!

Questions?
Contact Saun Sayamongkhun at saun@accessintel.com or 301-354-1694.
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Start Your Registration Now for PR News' Media Relations Conference:

 

PR News Certificate in Social Media :

Also, you earn 8 points toward your PR News Certificate in Social Media. Get 32 points (Four PR News digital/social media conferences) and you'll become a PR News PR Master!
The Certificate in Social Media is a 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. [Back to the Top]

Sponsorship Information:

To sponsor this event, contact PR News' SVP and Group Publisher Diane Schwartz at dshwartz@accessintel.com.

Bonuses For Attending

  • Executive Summary of the Event - We take notes for you!
  • Press Release Checklist: Words & Phrases that Work and Others that Flunk
  • Media Messaging Map
  • Exclusive: Results of PR Perception Survey: What Journalists Think
  • Certificate of Attendance
  • Attendee Workbook
  • Attendee-Only Access to Speaker Presentations
  • Earn 8 points toward your PR News Certificate in Social Media

You'll Become an Expert In

  • Digital Communications
  • Visual Storytelling
  • Boosting Your Reach on Facebook
  • Media Relations Next Practices
  • Content Marketing
  • Using Twitter for Crisis Management
  • Measuring the Effectiveness of Your Social Media Programs

Sponsors:

To sponsor this event, contact PR News' SVP and Group Publisher Diane Schwartz at dschwartz@accessintel.com.

Conference Facilitators

Steve Goldstein
Editorial Director, Events
PR News
Diane Schwartz
SVP and Group Publisher
PR News

Location

Time: 8 a.m. - 4:15 p.m.

Conference Location:

National Press Club
529 14th St. NW, 13th Floor
Washington, DC 20045

Hotel Rooms: Area hotels for you.

Dress Code: Business Casual

Questions?
If you'd like to register by phone or have questions regarding the program, please contact, Saun Sayamongkhun at saun@accessintel.com; 301-354-1694.

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
  • Research
  • Analytics
  • Measurement

Letter to Attend

Justification Letter to Attend

This PR News Conference will help you discover and implement digital communications ideas that deliver results. 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. Do you need approval to attend this conference? Download the "Justification to Attend" letter—everything you need to present your business case.
Download Editable Word Doc

Proceeds

logo-ecdd6b37d86bd08a07341b47c0d0f4b0Some proceeds from this conference will go to The Future Project- whose mission is to turn high schools into Future Schools, where students develop the skills to pursue their dreams.

Volunteer Opportunity
Media Relations Conference attendees are invited to help PR News put together gift bags for kids and adults at The National Center for Children and Families. This will be a great opportunity to help a great cause all while networking with other PR pros. This charity event is Dec. 11 from 5-6 p.m. in the Ballroom at the National Press Club.

Testimonials

  • 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
  • Today's program was terrific: very inspirational case studies and lots of practical, easy-to-follow guidance. -Public Relations Consultant