Your Public Relations and Communications Community

Building Media Relationships

How to Develop Rapport and Become a Valued Resource

June 3, 2015 9 a.m.–5 p.m. EDT
PRSA Professional Development Center
New York, N.Y.
Full Price: $715
Members: $615

Category: Media Relations

In this complement to Michael Smart’s popular pitching workshop, you’ll learn how to get on the radar screen of reporters and bloggers even when you don’t have a story to pitch. Some past workshop participants have even heard back from top-tier journalists they’ve emailed or tweeted before the end of the workshop. 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 what today’s journalists and bloggers are looking for from sources, 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 these steps to cement the relationship and get on the media’s radar screen:

• Establish a repeatable pattern that integrates Twitter and email to engage media without annoying them.
• Position your spokespeople as sources — what the media is looking for from them.
• Develop a specific process to get them to take your calls and meet with you in person.
• Learn how to maximize an in-person media visit.
• Become a valued resource — go above and beyond the usual expectations.

Interested in getting more information on Michael Smart’s related seminar, “Pitching Boot Camp,” also taking place in New York? Please visit here. For a $150 discount on registration for both programs, use code SMART615

 .Check out Michael's recent ComPRehension blog post, “This Makes Pitch Research Unnecessary.”


Michael Smart, principal, MichaelSMARTPR

Photo of Michael Smart Smart has been landing top-tier coverage for 15 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.

Participants earn 2.0 APR Maintenance Credits for a one-day course. For more information on Accreditation maintenance, visit


Flip through a booklet on UGA’s Online Continuing Education Course:

Online PR Training: FREE With PRSA Membership

Broaden your skill set with access to an extensive library of live and on-demand professional development webinars — one of PRSA's premier member benefits.