December 12, 2013 | National Press Club | Washington, D.C.
8 a.m. to 4:15 p.m.
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.
- 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
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.
Director, Media Entrepreneurship & Interactive Journalism
School of Communication
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
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
Enterprise Innovation and
Global Health Communication
Johnson & Johnson @JNJCares
Communications and Marketing
Human Rights Campaign @HRC
Senior Director of Corporate Communications
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
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
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.
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
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
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
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.
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.
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.
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!
Contact Saun Sayamongkhun at email@example.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]
To sponsor this event, contact PR News' SVP and Group Publisher Diane Schwartz at firstname.lastname@example.org.
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
Time: 8 a.m. - 4:15 p.m.
National Press Club
529 14th St. NW, 13th Floor
Washington, DC 20045
Hotel Rooms: Area hotels for you.
Dress Code: Business Casual
If you'd like to register by phone or have questions regarding the program, please contact, Saun Sayamongkhun at email@example.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
- Brand Marketing
- Video Production
- Marketing Communications
- Employee Communications
- PR Business Development
- Human Resources
- Public Affairs/Issues Management
- Media Relations
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
Some 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.
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.
- 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