Discounted Deadline: September 20


Join PRNEWS at the Washington Marriott Georgetown on December 12-13 for the Media Relations Next Practices Conference. 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 and as always, getting journalists to open and read your email pitches.

Discounted Deadline: September 20


Keynote Speaker

Soledad O’Brien

Award-Winning Journalist, Entrepreneur & Host of the Weekly Syndicated Political Show Matter of Fact

In a fireside chat with editorial director Melissa Hoffmann, Soledad will discuss how she leveraged various communications channels to become an influencer and enhance her success and profile, and how she has used that to inspire change.

Event Sponsors


Pre-Conference Workshops on Thursday, December 12

Pitching and Measurement Workshop

  1. 12:45 pm - 1:10 pm


  2. 1:10 pm - 1:15 pm

    Opening Remarks

  3. 1:15 pm - 2:00 pm

    Building a Strong Media Monitoring Strategy

    We'll open up the Media Relations Conference by having our speakers unpack their media monitoring strategies and talk about how to keep up with reporters in our ever-changing media landscape.

     We’ll talk about:

    •  Native platform tools and best practices for smart media monitoring
    • Challenges and opportunities brought on by the new media landscape
    • Tips for using journalists' social channels to follow their interests and recent coverage
  4. 2:00 pm - 3:00 pm

    Pitching Workshop

    These days, most pitching is handled on email and social platforms. Our panel of journalists and PR pros will share with you the pitch methods and formats that make journalists want to reply immediately, wherever the pitch is coming from. After they lead us through some best practices we’ll break into groups, write a mock pitch together or workshop your pitches that aren’t getting the responses you hoped.

    What you'll learn:

    • Headline-style subject lines that make journalists want to keep reading
    • Dreaded phrases and overused clichés that hurt your chances for coverage
    • How to time your pitch just right
    • Which materials to include or not to include in your pitch
    • How best to format the body copy of an email pitch
    • How, and when, to optimize your elevator pitch for socials
  5. 3:00 pm - 3:15 pm

    Networking Break

  6. 3:15 pm - 4:00 pm

    How to Get Reporters the Engagement They Need

    As journalists feel mounting pressure to drive clicks for their publications, PR pros often offer sensational content as the main way to get a reporter's attention. In this session, you'll learn how to buck this trend with substance, find opportunities to insert your organization into trending news and help journalists get what they need most—not clicks, but more reader interaction with their stories.

    What you'll learn:

    • How to offer your C-suite as a source across a wider range of subjects outside of their immediate expertise
    • Ways to supply journalists with data-driven insights that work well in a headline or piece of social copy
    • How to make it easy for journalists to use your content “as is”—or close to it
  7. 4:00 pm - 5:00 pm

    How to Measure Your Media Coverage

    In this session, you'll be advised on how you can better align your Key Performance Indicators with your senior leaders' expectations of your media relations programs. Attendees will have the opportunity to have their KPIs evaluated by our panel of measurement experts.

    You’ll discover:

    • How to develop quantifiable, attainable measurement outcomes for your media relations programs
    • The difference between outputs, impact and outcomes
    • What to look for in your analytics reports to show how you're moving the needle with key audiences
    • Where to find potential disconnects between your communication goals and your messaging
    • Strategies for using dashboards to quickly communicate media relations measurement in action
  8. 5:30 pm - 7:00 pm

    Opening Reception

Media Relations for Nonprofits Workshop

  1. 12:45 pm - 1:10 pm


  2. 1:10 pm - 1:15 pm

    Opening Remarks

  3. 1:15 pm - 2:00 pm

    Media Relations on a Shoestring Budget

    Whether your nonprofit communications team is an army of one or spread out across the country, there’s a good chance that you’re operating with limited to no budget. In this session, our trainers will share strategies for getting the most coverage out of a small spend.

    You’ll learn:

    • How to customize your PESO strategy and ignore the elements that don’t fit in with your KPIs or spend
    • Ways to invest in paid media strategically and test before you scale
    • Strategies for earning coverage without going broke
    • What Free SEO tools can improve your searchability
    • Tips for strengthening your owned channels with limited resources
  4. 2:00 pm - 3:00 pm

    Placing Niche Stories for Maximum Impact

    Let’s face it—not every story that’s important to our mission also appeals to a general audience. When it comes to placing niche stories, there’s an art to finding an angle that resonates to those outside of your loyal audience or community. In this session, we’ll look at tried and true strategies for getting those hyper-specific stories in front of a wider audience. We’ll also workshop strategies for pitching some of the trickier stories you want to tell, so send those in ahead of time to

    We’ll discuss:

    • How to find the human, emotional hook that gets reporters to listen
    • Ways to engage with the right technical, trade and beat reporters to explain the complicated stuff
    • Tricks for engaging influencers, advocates and spokespeople to interact with the press on your behalf and help tell your story
    • Strategies for wording your pitches to widen their general appeal
  5. 3:00 pm - 3:15 pm

    Networking Break

  6. 3:15 pm - 4:00 pm

    Navigating the New Regulatory Minefield

    Federal and state regulations affect nonprofits across the board, from NGOs to tech advocacy groups and healthcare foundations. Though you may understand how these regulations affect your nonprofit’s day-to-day operations, they can limit the breadth of media relations strategy—affecting how and when you speak on an issue and making it hard to explain the effect regulations have on your organizations in the first place. In this session, we’ll workshop strategies for communicating regulatory issues to the press—and how to prevent those issues from hurting your outreach.

    We’ll look at:

    • How to comment on new industry regulations in a style that aligns with your mission and protects your brand
    • Strategies for measuring public sentiment around relevant regulations and adjusting your communications approach to reflect that sentiment
    • Ways to work with your legal team to make sure regulatory communications are handled sensitively
  7. 4:00 pm - 5:00 pm

    Responding to National Crises

    When a crisis hits your industry or sector, ignoring it is seldom an option. But when is it time to jump in, and when is it time and let other advocates speak up? We’ll close out this workshop by looking at strategies for inserting your organization into a national crisis in a genuine, meaningful way.

    You’ll learn:

    • How to construct a crisis statement that’s smart, sensitive and shareable
    • Social listening strategies for monitoring the crisis and determining who/what to address in your response
    • Tactics for engaging with a relevant crisis without coming off as cynical or opportunistic
    • Ways to find the right outlets and channels to carry your message
  8. 5:30 pm - 7:00 pm

    Opening Reception

Media Relations Conference on Friday, December 13

Media Relations Conference

  1. 8:00 am - 8:30 am

    Registration & Networking Breakfast

  2. 8:30 am - 9:30 am

    Rethinking Media Relations in the Age of New Media

    New media has not only drastically changed the way we consume content, but the way we earn coverage. 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. We’ll kick off the day with a frank discussion on how media relations strategies are changing, and staying the same, in this age of new media.

    We’ll cover:

    • How PR pros should think about working with podcasts and various types of video coverage into their larger media relations strategies
    • Understanding the storytelling potential, and limits, of various mediums
    • Developing an approach to pitching your story for the appropriate medium
  3. 9:30 am - 10:15 am

    Pitching Roundtable

    We’ll bring together a group of journalists across various beats with PR Pros and a leading company focusing on earned media management for an honest, unfiltered conversation about how to pitch stories so your pitches actually get opened, engaged with and covered.

  4. 10:15 am - 10:45 am

    Roundtable Networking With Your Industry Peers

  5. 10:45 am - 11:45 am

    Reenvisioning Your Brand Newsroom

    If a digital newsroom remains a crucial part of any successful media relations strategy, why are so many online newsrooms in disrepair? In this session, we’ll hear from brands who completely refreshed their newsroom to meet its fullest potential and provide their media partners with an elevated experience

    What you'll learn:

    • What easy and intuitive navigation in a newsroom really looks like
    • Ways to design your newsroom so it’s optimized for search
    • How keeping the look and feel of your newsroom consistent with your corporate website builds trust and provides clarity
    • Strategies for reading data from your brand newsroom to track the success of your stories
  6. 11:45 am - 12:45 pm

    Networking Luncheon and Fireside Chat with Soledad O'Brien

    From news anchor to entrepreneur and philanthropist, Soledad O’Brien used her passion, strong work ethic and never-give-up attitude to skyrocket her career to household-name status. In a fireside chat with editorial director Melissa Hoffmann, Soledad will discuss how she leveraged various communications channels like Twitter to become an influencer and enhance her success and profile, and how she has used that to inspire change in the media landscape.

  7. 12:45 pm - 1:45 pm

    Working with Influencers and Brand Ambassadors for Maximum Impact

    It’s no secret that audiences are more apt to trust a peer or a personality than a pitch, ad or story that directly from a brand. In this session, our experts will walk you through what it takes to build a results-based influencer marketing program that’s moves the needle on your KPIs.

    What you'll learn:

    • How to identify the right influencers and brand ambassadors for your organization
    • Ways to walk the fine line between providing guidance to influencers while letting them stay true to their creative voice
    • How to measure your influencer’s efforts
    • Tactics to vet influencers for problematic past content or artificially inflated follower numbers
  8. 1:45 pm - 2:00 pm

    Networking Break

  9. 2:00 pm - 3:00 pm

    Power to the PESO: Designing a Robust Multi-Channel Media Relations Approach

    There is no one way to execute your paid, earned, shared and owned content tactics in concert with each other. In this session, you’ll learn how to develop clear strategy for creating a multi-channel PESO approach so that each channel amplifies the other—and no resources are wasted on channels not getting results.

    During this session, you'll learn how to:

    • Integrate media relations, social media, content marketing and lead generation into your PESO approach
    • Determine the outcomes you're trying to drive and then build an integrated plan that supports them
    • Get internal buy-in for multi-channel PESO integration
    • Choose the right KPIs across the PESO spectrum, and adjust your multi-channel focus accordingly
  10. 3:00 pm - 4:00 pm

    Communicating Crisis: How to Turn the Worst News Into the Best Opportunities

    If you’re not already convinced that crisis comms is all about being proactive, not reactive, consider this: Dr. Deborah Pretty of Pentland Analytics found that a crisis costs brands, on average, 5 percent of shareholder value during the first year after it occurs. We’ll close out the day by sharing strategies savvy communicators can use to make sure they’re ready for whatever crises may come, and conduct a mock crisis scenario to boot. You can’t prepare for everything, but nimble planning can make you ready for anything.

    What we'll cover:

    • Preparing for both internal and external events
    • Crafting response plans that flex for whatever may come
    • Staffing needs for crises
    • Designating credible, trained spokespeople
    • Influencing how long your crisis remains in the news cycle
    • Calming stakeholder concerns while expressing empathy for those affected crisis
    • Getting buy-in for investment in crisis prep from the C-suite

Attendee Bonuses Include:

  • PRNEWS’ Media Relations Guidebook ($400 value)
  • Executive Summary - we take notes for you!
  • 2019 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
  • Certificate of Completion 



  • Soledad O’Brien

    Award-Winning Journalist, Entrepreneur & Host of the Weekly Syndicated Political Show "Matter of Fact"
  • Errol Cockfield

    SVP, Communications
  • Meg Ryan

    Director, Corporate Affairs
  • Howard Mortman

    Director, Communications
  • Laura Brusca

    Vice President, Corporate Communications
  • Rob Stoddard

    SVP, Industry & Association Affairs
  • Tori Carter

    Global PR Manager
  • Matt Card

    SVP, Media Relations Executive
  • Silvia Dumitrescu

    VP, Communications
  • Jason Alderman

    Chief Communications Officer
  • Annie Scranton

    President and Founder
  • Lauren Lawson-Zilai

    Senior Director of Public Relations
  • Danielle Brigida

    Acting Deputy Director of Digital Strategy for Department of the Interior
  • Kandace Foreman

    Deputy Director, Marketing and Communications
  • Mary Shaw

    Director, Communications & Media Relations
  • Barbara DeLollis

    Director, Global Corporate Communications
  • George Williams

    Chief Spokesperson
  • Joe Anselmo

    Editorial Director
  • Tom Butts

    Content Director
  • Kelly Reilly

    VP, Corporate Communications
  • Sara Fischer

    Media Reporter
  • Caroline Howard

    Director of Editorial Operations
  • Shefali Kapadia

    Senior Editor, Supply Chain Dive
  • Emma Cosgrove

  • Brett Cummings

    Senior Vice President
  • Patti Giglio

  • Joe Culotta

    Director, Communications
  • Brandon Arolfo

    Head of PBS Digital Studios
  • Jackie Kucinich

    Washington Bureau Chief
  • Nicole Smith

    Director of Corporate Communications

Who Should Attend?

Executives from these companies attend our conferences

American Heart Association
APCO Worldwide
Capital One
Goodwill Industries International
Salvation Army
Taco Bell
United Nations Foundation
Marriott International
Home Chef
Sandals Resorts International
Johns Hopkins School of Nursing
American Dental Association

If you spend at least a quarter of your time in any of these areas, you should attend PRNEWS’ Conference:

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

What You'll Learn:

  • Craft an email pitch that gets journalists to reply in a timely fashion
  • Tie your media outreach strategy into trending, timely topics
  • Work with influencers to meet the needs of your C-suite
  • Optimize your brand newsroom to its fullest potential
  • Build an integrated, multi-channel PESO approach for amplifying your outreach efforts
  • Prepare for crises, whether internal or external to your organization



The Media Relations Conference will provide excellent networking opportunities. Beyond the sessions on every facet of media relations, you'll make long-lasting connections with other like-minded professionals during several scheduled networking breaks.

  • Opening Reception
  • Networking Breakfast
  • Roundtable Networking
  • Networking Luncheon
  • Afternoon Networking Break


Washington Marriott Georgetown

1221 22nd Street NW
Washington, DC 20037
+1 202-872-1500

Located near the intersection of three popular neighborhoods, Washington Marriott Georgetown is the ideal hotel for both business and leisure travelers. It is within walking distance of great shopping and dining in Georgetown and Dupont Circle; the Kennedy Center and two Metro stations are also within reach.

PRNEWS has a room block for this event. Be sure to book by November 20th to receive the discounted room rate.

Dates: December 11th - December 12th
Rate: $199/night
Book room here



Conference Pricing**
Super Early Bird Rate (Expired July 12)
VIP Rate (Expired August 16)
Discounted Rate (until September 20)
Early Bird Rate (until October 18)
Last-Chance Rate (until November 15)
On-Site (until December 13)

*The Alumni Rate: Past PRNEWS conference attendees get a special discounted rate of $995 for the conference. All event alumni registrations will be verified by the PRNEWS staff.

**Workshops: For an additional $495 you have the option to attend either the Pitching and Measurement workshop, or the Media Relations for Nonprofits workshop on December 12. 

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

PRNEWS Subscribers Save More: PRNEWS subscribers save $300 on the Media Relations Conference and all PRNEWS events.

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

Questions? Contact Client Services

Invest In Your Future: Attending Media Relations Conference 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.


What is PRNEWS?

The PRNEWS Group is a go-to source that serves the communications and marketing community at corporations, agencies and nonprofits. The PRNEWS 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, PRNEWS has remained dedicated to supporting the growth of communicators and marketers all while keeping them abreast of the latest news affecting their industries.

Does PRNEWS have a hotel room block?

Yes, a room block is available for this event, book rooms here.

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, Justin Joffe 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 PRNEWS 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 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 the Media Relations Conference presented by PRNEWS, sponsors will reach hundreds of communicators looking to improve their digital strategies. Join us as a thought leader at this dynamic industry event 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

PRNEWS 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 PRNEWS’ Media Relations Conference 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: