Building Media Relationships
How to Develop Rapport and Become a Valued Resource
Category: Media Relations
In this complement to Michael Smart’s popular pitching workshop, you’ll cover a broader spectrum of media interactions. Learn how to identify and choose the media outlets that matter most to you. Use free resources to evaluate the influence of various blogs and online-only media. Learn shortcuts to evaluate media without spending all of your time in the media-monitoring mode.
Attend this new PRSA seminar and find out how to choose the right tools to identify the right journalists and bloggers, understand their work environment and learn how you can help them. A strong media relationship can lead to your becoming the go-to person in your industry or area of expertise. Learn the steps to cement the relationship and get on the media’s radar screen to:
- Position your spokespeople as sources — what the media is looking for from them.
- Place op-eds — what makes a good op-ed and how to write one that will get used.
- Create content — contribute articles, land a recurring column, provide videos.
- Handle media inquiries (not crisis related) — how to help even when your hands are tied by policy.
- Set up and deliver a successful in-person visit or “virtual press tour.”
- Become a valued resource — go above and beyond the usual expectations.
Presenter
Michael Smart, principal of MichaelSMARTPR, has been landing top-tier coverage for 13 years. He also has trained more than 4,500 communicators across the globe on how to boost their media and blog placements, including pros from Allstate, Disney, Verizon, Hilton, Honda, Edelman and many other organizations, large and small. He has been among the top-rated presenters at the PRSA International Conference three times.
