Your Public Relations and Communications Community

Building Media Relationships

How to Develop Rapport and Become a Valued Resource

This course is not currently available. Email the Professional Development Department to inquire about future availability of this program.

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.”


“As someone who’s placed products on the front page of USA TODAY, in The New York Times Style Section and the Los Angeles Times Mag(azine), I admit I was a bit skeptical that Michael’s workshop would be advanced enough to help me. But, I gave it a chance, and within the first hour, he had given me two new angles for one of my clients I had never thought of before. He shows you how PR people have done the impossible, and how you can do it, too.” — Sabina Gault, Venture IAB, Los Angeles

“I took Michael’s workshop because I face the challenge of landing national coverage for what is traditionally a regional event — the Indiana State Fair. After applying his research and pitching techniques, I’ve had unbelievable results — USA TODAY ran a half-page article with a photo, and The New York Times reporter I pitched came to the fair and her story (w/photo) ran on the FRONT PAGE. The media response was better than any of us could have ever dreamed, and I believe much of it is a result of implementing some of the strategies Michael taught in his seminar. I’m a firm believer in his approaches.” — Andy Klotz, Indiana State Fair

“On a scale of one to ten, this workshop was a 9.5. Great nuggets of information that I’ll find ways to implement in my career. Best advice: when to call, when not to call.” — Will Zasadny, CHI-California Healthcare Institute

“Probably one of the best professional development experiences I’ve been to because Michael gives us time to implement what we are learning on the spot. He’s there to answer questions and walk us through areas that may have been difficult in past outreach experiences.” — Kristina Rozenbergs, C. Blohm and Associates


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


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