Modern Media Relations in the AI and Creator Economy

Schedule

Module 1: The Big Idea: Creating Media Narratives That Break Through

Wednesday, September 9; 3 -4 p.m. EDT

In today’s fast-moving media landscape, brands need more than a press release. They need a compelling “Big Idea” that captures attention, sparks conversation and connects with audiences across media, social platforms, podcasts, newsletters and digital channels.

This module explores how to develop timely, relevant and engaging story angles that drive earned media coverage and build visibility. Participants will learn how to combine storytelling, audience insights, cultural relevance and trends to create campaigns that stand out in a crowded marketplace. 

By the end of this module, participants will be able to:

• Develop compelling media narratives that resonate with today’s audiences.
• Create “Big Ideas” that work across earned, owned, shared and social media.
• Use storytelling and trends to generate timely media opportunities.
• Identify opportunities for newsjacking and thought leadership.
  

Module 2: Executive Visibility and CEO Thought Leadership

Wednesday, September 16; 3-4 p.m. EDT 

In today’s hyper-connected business environment, executive visibility has become a critical driver of corporate reputation and influence. Stakeholders increasingly expect CEOs and senior leaders to serve as credible, authentic voices who inspire trust, reinforce company values, attract talent and shape public perception.

This module explores how organizations can strategically position executives across media, social platforms and thought leadership channels to strengthen brand authority and business impact. Through case studies and practical exercises, participants will learn how to build executive visibility strategies while preparing leaders to navigate public scrutiny, crisis situations and reputational risk.

By the end of this module, participants will be able to:

• Define the role executive visibility plays in corporate reputation and business growth.
• Develop a strategic CEO positioning platform aligned with company objectives.
• Identify thought leadership opportunities including media interviews, bylines, podcasts, conferences and LinkedIn.
• Measure executive visibility through media impact, engagement, sentiment and stakeholder response. 

Module 3: Collaborate and Motivate: The Power of Partnerships, Influencers and Spokespeople

Wednesday, September 23; 3-4 p.m. EDT

Strategic partnerships with brands, influencers, celebrities, spokespeople and nonprofits can dramatically expand visibility, credibility and audience reach. When executed well, these collaborations drive media coverage, social engagement and business growth.

This module explores how to identify the right partners, avoid common collaboration mistakes and build campaigns that generate real impact across traditional and digital media.

By the end of this module, participants will be able to:

• Identify influencers, celebrities, spokespeople and organizations that align with brand goals.
• Build effective partnership and influencer campaigns.
• Avoid common collaboration pitfalls.
• Create integrated media and social media strategies that maximize visibility and engagement.

Module 4: Building an Integrated Media Strategy: Paid, Earned, Shared and Owned Media

Wednesday, September 30; 3-4 p.m. EDT

Consumers no longer discover brands through a single channel. They experience them across media coverage, social platforms, influencer content, podcasts, digital advertising and brand-owned channels. This module explores how communications professionals can create integrated PESO (Paid, Earned, Shared, Owned) strategies that work together to build visibility, credibility and audience engagement.

Participants will learn how modern brands integrate media relations, digital content, social media, influencer engagement and paid amplification into cohesive communications strategies.

By the end of this module, participants will be able to:

• Use audience insights and media research to build integrated campaign strategies.
• Develop multi-channel communications plans that combine earned, owned, shared and paid media.
• Measure media performance, audience engagement and campaign impact using modern analytics tools.

Module 5: Master the Modern Media Pitch

Wednesday, October 7; 3-4 p.m. EDT

Successful pitching requires strong storytelling, strategic thinking, timely angles and an understanding of what reporters, producers, editors, podcasters and influencers actually want.

This module teaches participants how to craft compelling pitches that break through inbox clutter, build media relationships and secure meaningful earned coverage across traditional and digital platforms.

By the end of this module, participants will be able to:

• Write stronger, more effective media pitches.
• Develop timely story angles and news hooks.
• Increase their chances of securing coverage.
• Identify and target the right media contacts.
• Tailor pitches for TV, digital, podcasts and social media.
• Avoid common pitching mistakes and overselling.

Module 6: Message Development and Interviewing

Thursday, October 8; 3-4 p.m. EDT (Note the Thursday schedule.)

Earning meaningful coverage requires more than a compelling story. It also requires a spokesperson who can deliver clear, credible and memorable commentary that captures attention and reinforces the organization’s priorities.

This module offers a practical introduction to preparing internal and external spokespeople for successful media interviews. Participants will learn how to develop concise message tracks, craft key talking points and communicate effectively across print, digital and broadcast formats.

By the end of this module, participants will be able to:

• Develop concise, memorable key messages and a message track that support organizational goals.
• Prepare internal and external spokespeople for print, online and broadcast interviews.
• Respond confidently to leading, challenging or defensive questions while staying on message.