Your Media Relations Playbook for the Age of New Media. New media has not only drastically changed the way content is consumed, but the way coverage is earned. As the media landscape continues to innovate with the ubiquity of podcasts and short-form video, the need for storytelling, reporting and pitching in a relevant medium remains constant. Experts who have altered their strategies to fit the changing landscape will gather, in-person, in Pentagon City, VA December 8-9 to discuss how media relations strategies are changing and how your team will need to adapt in this age of new media.
Amanda Terkel is the Washington Bureau Chief at HuffPost where she leads the site's political coverage, managing the newsroom and reporting out stories. Previously, she served as Deputy Research Director at the Center for American Progress and the Managing Editor of ThinkProgress.org.
At HuffPost, Amanda oversees a team of reporters covering campaigns, Congress and other political developments around the country. During the 2020 presidential season, she moderated one of the largest forums in the Democratic primary, with nearly every single candidate in the large field in attendance.
While at ThinkProgress, Amanda helped guide the site from a start-up nonprofit blog to an award-winning progressive site that drives the debates of the day, focusing on rapid-response research, reporting and analysis.
For many PR pros, pitching your brands is just part of your job. In a recent Propel survey, however, respondents indicated that only 8 percent of pitches result in a published piece. What’s more, the importance of tailoring the message to the publication, journalist and channel cannot be overstated. In this interactive workshop, our speakers will provide attendees with the skills you need to break through, no matter the medium, be it traditional or digital, and share best practices for building relationships with reporters.
Attendees will learn:
As a media relations pro, you may feel prepared to handle press conferences and interviews yourself. But that doesn’t mean your senior leaders are (whether or not they’ll admit to it). In this interactive workshop, our speakers will share best practices for training reluctant or media-averse executives and other team members to ensure they hit all the right notes in public (or virtual) appearances.
Attendees will learn:
As a PR professional, you know your organization is likely to experience a crisis in the near future. One of the keys is being prepared with media statement templates and other communication materials that can be tailored as the crisis unfolds. In this interactive workshop, our speakers will share their own best practices before diving into a mini-simulation with attendees.
Attendees will learn:
Though two very different types of speaking opportunities, the press conference and the interview (whether in person or virtual) offer ample opportunity for journalists to catch their subjects off guard. Combined with the importance of sound bites, viral social media and the 24/7 news cycle, it’s imperative that speakers be prepared for the unexpected. In this interactive workshop, our trainers will share best practices and worst-case scenarios before asking for volunteers to take the stage.
Attendees will learn:
Kick off day 2 of the conference with Amanda Terkel, who will share her insights on the state of journalism today and how media relations pros can develop better relationships with reporters.
The media is increasingly less sympathetic to organizations who ignore inclusive language. But it’s not just the words that matter; it’s how specific communities are portrayed, as well as how and where they are reached. From tailored pitches and an understanding of the language that matters most, communications professionals who thrive in this environment understand the importance of keeping all of the communities they serve top of mind.
While having your company’s CEO featured on the cover of a major publication might be the dream, it’s not the only measure of success. Rather, having an integrated, cross-channel approach that covers broadcast, print, digital and beyond is critical to reaching all audiences. In this panel discussion, our speakers will discuss the approaches they’ve used and guide attendees on pitfalls to avoid.
In a small team setting, particularly within a new organization, the first step to setting yourself up for media success is defining who and what your company is. With a communications team of just one, Taya Jarman has worked to educate her organization, across departments, on best practices for preparing for media outreach and ensuring that the brand’s voice is consistent across the board. In this session, learn how to train non-communicators on getting the message right, determining the best mission moments for media outreach and responding in a COVID world.
Creativity can come from a number of outlets; supporting materials, including photos and multimedia components are one way PR pros grab media attention. Then there are unique channels to consider, including and beyond social media. In this presentation, our speaker will share learnings on what works (and what doesn’t!) to get the attention your brand’s story deserves.
It’s no secret that the inboxes of editors and reporters are full to the brim, and that a mass-distributed press release is unlikely to be noticed. So some organizations have taken it upon themselves to create their own can’t-miss news, forming collaborations and unique partnerships in the process. This session will explore lessons learned.
Since 2004, about 1,800 local newspapers have shut down in the U.S. That makes landing coverage in the remaining holdouts all the more important for letting locals know about your upcoming event, new business or service offering. In this session, we’ll look at the latest best practices for targeting and landing coverage in local affiliate news networks and newspapers.
In a 2021 Muck Rack journalist survey, nearly 75 percent of reporters said Twitter was their most valuable social network, with 38 percent citing Facebook as their go-to. Journalists also often check the social profiles of the companies they’re reporting for. In this session, learn to present your company news on social in ways that make the press want to mash that “embed” button or reach out to your exec for comment. We’ll also discuss how to use social media to research reporters’ beats and build relationships with new reporters.
This session will demonstrate how to align with senior leadership on the KPIs that matter most to your organization, and how to inform company leaders of the ROI of your programs to guarantee your future communications budget.
Leaner newsrooms, journalists with shifting beats and budget cuts across the board have made it more challenging than ever for PR pros and journalists to build strong relationships. Yet it’s precisely these relationships that can help deliver the most successful pitches.
EARLY BIRD RATE
(8/10 - 11/5)
REGULAR RATE
(11/6 – 12/9)
Save $50 per person!
EARLY BIRD RATE
(8/10 - 11/5)
REGULAR RATE
(11/6 – 12/9)
EARLY BIRD RATE
(8/10 - 11/5)
REGULAR RATE
(11/6 – 12/9)
1250 South Hayes Street
Arlington, VA 22202
Home Room Rate: $235. Book your room by November 16, 2021
Travel Discounts:
United Airlines: Use discount code and link: ZJUR933791
Delta Airlines: For 10% off your flight, use code and link: NMUKX
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This conference, designed to give corporate, agency, government and non-profit professionals access to the changing “media relations playbook,” is one of our largest community gatherings of the year. Come be a part of this annual educational event as a sponsor, partner speaker or workshop facilitator. Expected attendance: 150-250 PR and communications professionals.
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