PR News' Spring Workshops
on Video and Writing

March 15, 2019 in Washington, D.C.

Refresh your video and writing strategies at PR News' Spring Workshops!

Join us for one of our morning workshops on March 15, 2019 at the National Press Club in Washington, D.C. where we'll take a deep look at video and writing for communications. At the Video for Communicators Workshop, our trainers will uncover the best ways to leverage video on Facebook, Instagram, Twitter, YouTube and more. During the Writing for Commincators Workshop, experts in written communications will offer attendees exclusive insights into what it takes to grow and succeed.

Featured Speakers

Patrick Pho

Lead Brand Marketing Content Producer
Volkswagen

Josh Criscoe

Senior Manager, Corporate Communications
PayPal

Workshop Agendas

Video for Communicators Workshop

During the Video for Communicators Workshop on March 15 in Washington, D.C., video experts will share the best ways to create and share videos that resonate with your audience.

  1. 8:30 am - 9:00 am

    Registration & Opening Remarks

  2. 9:00 am - 9:45 am

    Top-Tier Production Tools for High Quality Video on a Budget

    Video on social media may seem as simple as setting up an iPhone and pressing ‘Record’—but with proper production and editing tools, your results could be so much better. There is equipment to enhance your video production for every budget, while anybody can learn the basics of filming to make your subject look good and your stream look (and sound) more professional.
    Our trainers will take your questions as you learn how to:
    • Make your message resonate with or without a professional crew (or how to enlist your team)
    • Determine where, and how to spend a your production budget efficiently
    • Use the proper lighting equipment and techniques to make the video look professional
    • Select the right visual and audio gear—camera, lens and microphone— for the job
    • Toby Hayman

      Toby Hayman

      Director of Film and Video
      The Nature Conservancy
    • Alan Brain

      Alan Brain

      Multimedia Producer
      American Sociological Association
  3. 9:45 am - 10:30 am

    Advanced YouTube Strategies for Brands

    Learn how to grow your YouTube audience and deliver metrics that matter to the C-suite. Nearly three-quarters of American adults use YouTube regularly, beating out Instagram, Twitter and even Facebook. Our visual storytellers will teach you how to better tap into YouTube’s massively expanding user base. Learn how to leverage the platform to generate leads, expand your reach and create videos with authentic calls to action that encourage followers to subscribe and come back for more.
    Our YouTube experts will teach you how to:
    • Promote your events on YouTube
    • Develop a practical strategy for video measurement using a mixture of native and third-party analytics
    • Create how-to and documentary videos that tell your brand story
    • Produce attractive thumbnails, titles and keywords that draw people to your videos
    • Build out a YouTube audience identification and funnel strategy
    • Keep audiences watching for longer than 30 seconds
    • Brandon Arolfo

      Brandon Arolfo

      Head of PBS Digital Studios
      PBS
    • Hilary Hess

      Hilary Hess

      Filmmaker/Creative Producer
      Rope Line Media
  4. 10:30 am - 10:50 am

    Networking Break

  5. 10:50 am - 11:20 am

    How to Build Brand Reputation With Video

    Learn how to shape your organization’s larger messaging strategy through video storytelling that won’t just amplify your brand narrative, but can be a valuable aid in preserving—and repairing—brand reputation. Your marketing team already knows that today’s audience watches more than they read, as 81% of companies use videos for marketing purposes in 2018, compared to 63% in 2017. Why shouldn’t your communications team benefit from those levels of brand engagement?
    Learn from your peers how to:
    • Build a narrative of goodwill through visual storytelling for before—and after—a crisis strikes
    • Create a video series on platforms like YouTube and Facebook Watch to keep your messaging consistent
    • Leverage in-platform analytics on your videos to measure awareness and grow loyalty with the brand
    • Josh Criscoe

      Josh Criscoe

      Senior Manager, Corporate Communications
      PayPal
    • Katy Mersmann

      Katy Mersmann

      Video Producer, Social Media Manager
      Universities Space Research Association
  6. 11:20 am - 12:20 pm

    Short-Form Video: Master the Moment 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 boost, and maintain their relevance. But while you struggle to say more in less time, how can your short-form videos cut through the noise to make a lasting impression? What tips and tricks will turn a snackable clip into an audience favorite? Send us your videos in advance and our trainers will offer live feedback.
    Roll up your sleeves and learn how to:
    • Create for the social media platforms best suited to your target demographic
    • Connect with viewers using tried and true visual storytelling elements
    • Measure results and communicate success to senior leaders
    • Ensure your videos work well when muted (even for clips of “talking heads”)
    • Repurpose user-generated and influencer-generated video
    • Optimize your vertical video for a 3-inch screen
    • Patrick Pho

      Patrick Pho

      Lead Brand Marketing Content Producer
      Volkswagen
    • Brad Zerivitz

      Brad Zerivitz

      Director of Video Services
      American Red Cross
    • Julia Hoppock

      Julia Hoppock

      Multimedia Producer
      The Pew Charitable Trusts
  7. 12:20 pm - 12:30 pm

    Baker’s Dozen- 13 Top Takeaways

Video Workshop Speakers

  • Brandon Arolfo

    Head of PBS Digital Studios
    PBS
  • Alan Brain

    Multimedia Producer
    American Sociological Association
  • Josh Criscoe

    Senior Manager, Corporate Communications
    PayPal
  • Toby Hayman

    Director of Film and Video
    The Nature Conservancy
  • Hilary Hess

    Filmmaker/Creative Producer
    Rope Line Media
  • Julia Hoppock

    Multimedia Producer
    The Pew Charitable Trusts
  • Katy Mersmann

    Video Producer, Social Media Manager
    Universities Space Research Association
  • Patrick Pho

    Lead Brand Marketing Content Producer
    Volkswagen
  • Brad Zerivitz

    Director of Video Services
    American Red Cross

Writing for Communicators Workshop

Join PR News on March 15 in Washington, D.C. to build the skills you need to hone your writing to tell your brand’s story and deliver your message effectively, whether it’s in professional correspondence, a social media post or a press release. 

  1. 8:15 am

    Registration & Opening Remarks

  2. 8:30 am - 9:15 am

    Common PR Writing Mistakes That Bury Your Message—And How to Fix Them

    How you represent yourself in professional correspondence can make the difference when trying to land that next client or earn a promotion. Are you undermining your own success every time you type a message without re-reading it? In this session, you’ll learn how to avoid common grammar mistakes and tighten up your writing with a more effective and professional voice.
    You’ll learn how to:
    • Identify and correct common grammar mistakes
    • Write economically—cut repetitive language, unnecessary words and excess characters
    • Implement active voice to deliver the strongest message possible
    • Improve the flow and readability of your text through different proofreading techniques
    • Prioritize storytelling strategies above tired internal marketing jargon
  3. 9:15 am - 10:00 am

    How to Craft and Pitch a Multi-Platform Press Release

    Rumors of the press release’s death have been greatly exaggerated.  Whether your brand is still employing a traditional press release strategy or has instead opted for a social-first approach, your brand’s content must be framed as news-worthy stories that any media outlet can’t afford not to share. In this session, you’ll learn how to break through the digital noise by writing subject lines and headings, release copy, social media posts and more that will attract journalists’ attention.
    You’ll learn how to:
    • Figure out the best social channels, and presentation format, to herald your announcement
    • Customize different versions of a release to your brand’s different demographics
    • Use a press release to effectively tell your brand’s story
    • Optimize your story for more visual platforms, like Instagram and Facebook
    • Pitch stories with email subject lines that will grab a journalist’s attention
    • Create different versions of a release to suit different demographics
    • Develop long-term relationships with journalists covering your business
    • Writing Up: Communicating With the C-Suite in Their Language
  4. 10:00 am - 10:45 am

    Writing Up: How to Communicate With the C-Suite in Their Language

    While strong storytelling skills are essential to earning media coverage, clear communications with internal stakeholders are every bit as crucial. Knowing how to craft a memo or presentation, write emails that get quick replies and articulate results in a compact, convincing form to the C-suite remains an art and science of its own. In this session, we’ll show you how to frame the narrative when reporting to key decision-makers and positively convey the impact of your efforts on the company’s bottom line.
    You’ll learn how to:
    • Communicate using language that resonates most with senior leadership
    • Define high-level concepts simply and quickly to get to the point
    • Write up with transparency and authenticity
    • Celebrate successes and convey challenges that tie back to the business objectives
    • Fold your key performance indicators into a compelling narrative
  5. 10:45 am - 11:00 am

    Networking Break

  6. 11:00 am - 11:45 am

    How to Make Your Social Media Posts Sing on Every Platform

    Every platform has its own audience—and each audience has its own expectations as to what it expects and wants to see. Being mindful of these differences and tailoring your messaging and social strategy to leverage them can make a huge difference in the performance of your social posts and overall ROI. In this session, we’ll teach you what works best on LinkedIn versus Twitter, Facebook or Instagram, and how to craft different messaging that resonates on each of these channels.
    You’ll learn how to:
    • Determine which social media platform is the best channel for your message and which platform your audience uses the most
    • Write compelling content for each channel that is likely to be shared
    • Leverage Instagram and Facebook Stories for your brand’s storytelling
    • Use short-form video and multimedia to increase engagement on posts
  7. 11:45 am - 12:30 pm

    Constructive Critiques: Pro Tips to Improve Your Posts, Pitches and Press Releases

    Different mediums require different messaging strategies, even if they all seek to tell the same story. Between social media posts, email blasts and press releases, we’re all looking to stand out in an online environment increasingly cluttered with content. That’s why great stories need to be pitched to journalists and audiences short on time (or attention) more concisely than ever. In this session, we’ll all work together to craft succinct social posts, press releases and email pitches that sing.
    You’ll learn how to:
    • Deploy the correct style and voice on different social media platforms to resonate with your audience
    • Write email pitches and subject lines with a brevity that’s to get a journalist’s attention
    • Craft and test social media copy to ensure it aligns with your brand voice
    • Apply storytelling strategies that elevate your press releases

Writing Workshop Speakers

  • Christine Benton

    EVP, West Coast
    Burson Cohn & Wolfe
  • Linda Descano

    Executive Vice President
    Havas PR
  • Barbara DeLollis

    Director, Global Corporate Communications
    Marriott International
  • Beth Forman

    Director of Marketing
    Euro-American Brands
  • Jennifer Giglio

    VP Communications
    Washington Nationals
  • Claire Hunter

    Corporate Communications Manager
    Union Bankshares Corp.
  • Nati Katz

    SVP, Tech Practice
    Burson Cohn & Wolfe
  • Sheryl Victor Levy

    Vice President, Marketing and Communications
    Museum of the City of New York
  • Lana Petruzzo

    Senior Manager, Global Communications
    Hilton
  • Kelly Stone

    Director, Global Social Media
    CompTIA
  • Tim Teeman

    Senior Editor
    Daily Beast
  • Erin Weston

    Senior Director of Communications
    Flying Dog Brewery

Who's Attending

Past PR News Event Attendees Include:

APCO Worldwide
Carnival Cruise Line
Five Blocks
Everglades Foundation
Havas PR
Institute for Crisis Management
MSNBC
NAACP
PBS
Chick-fil-A
Delta
Duck Donuts Franchising Company
Heineken
Hilton
IBM
KFC
Mockingbird Communications
Ogilvy
Sandals Resorts International
The Nature Conservancy
The Pew Charitable Trusts
Universities Space Research Association
U.S. Green Building Council
Vanderbilt University
Volkswagen
WeWork
Vox Media

Venue

The National Press Club

529 14th St. NW
Washington, DC 20045

The National Press Club is known as "The Place Where News Happens." Global leaders in government, politics, business, music, film and sport visit the club every day. They speak here at public and private events because the press is here.

PR News does not have a room block for this event, but we do have a list of recommended hotels below that are a ten-minute walk or less from The National Press Club. 

JW Marriott Washington D.C.
Grand Hyatt Washington
The W Washington D.C.

Receive a 12% discount for airport rides at all eligible SuperShuttle airport locations nationwide. 

Nearby Hotels

Pricing/Register

Video for Communicators Workshop

$595

Writing for Communicators Workshop

$595

Groups of two or more save an extra

$50 per pass

Register
Questions? Contact Megan Sigg

Sponsor

At the Writing and Video Workshops presented by PR News, sponsors will reach communications, marketing and digital professionals looking to improve their writing and video strategies. Join us as a thought leader at these dynamic industry events by becoming a sponsor today.

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 ksullivan@accessintel.com.

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