One Step Ahead

Keeping Up With the Latest Changes in Media Outreach in the Dramatically Changing Media Environment

Hosted by the Educators Academy.

This section webinar is not currently available. Email the Sections Department to inquire about future availability of this program.

Category: Media Relations

Prep your students to establish media relationships and successful pitch stories in the new media landscape. Strategic communications is crucial, but most of your students’ entry-level roles will start with tactical assignments, including media outreach. So much of the art and science of media relations has changed in just the last few years, we’ve put together this opportunity to update your content on this important topic.

Join us for a very fast-paced hour-long rocket blast and learn:

  • How to determine the new online-only outlets that move audiences that you may never have heard of.
  • Social media techniques to get on the radar screens of hard-to-reach influencers.
  • Tips on refining email pitches that get opened and earn responses.
  • The most common pitching errors and how to coach your students away from them.


Michael Smart, principal, MichaelSMARTPR

Photo of Michael Smart

Michael Smart is the trainer and coach PR professionals turn to when they want to improve their media relations results. He’s trained more than 10,000 communicators around the globe including teams at General Motors, St. Jude Children’s Research Hospital and many other organizations and agencies, large and small. His popular workshops sell out and he is regularly among the top-rated presenters at the PR conferences where he speaks.



Marcia DiStaso, Ph.D., APR, associate professor, Penn State

Photo of Marcia DiStaso, Ph.D., APR

DiStaso is also 2015 chair of the PRSA Educators Academy; director, IPR Social Media Research Center; an Arthur W. Page senior research fellow; past chair of the PRSA Financial Communications Section; and a past co-chair of the PRSA National Research Committee.



Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.