How to Tell Your Organization's Story to Get Media Coverage

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

Categories: Media Relations, Social Media, Techniques & Tactics

This webinar is designed for the public relations professional seeking to improve their media relations skills. Given the new media environment, media pitching is a lost art that can provide a large return on investment by generating earned media. Earned media demonstrates an organization's credibility, as the organization does not pay for placement -- instead media choose to cover them due to the importance of the story. Research demonstrates that approaching media relations through the lens of storytelling provides optimal results. We all love a good story. The instructor will demonstrate how to dig into one's organization to identify compelling stories and translate these into pitchable media nuggets with strong news hooks; locate the "right" media member that gives you the top chance to place your story; and show how to maintain relationships and foster trust with media.

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

  • Learn how to identify compelling organizational stories to communicate to the media.
  • Demonstrate how to boil these stories down to succinct media pitches to grab the reporter's attention and interest.
  • Articulate how to identify proper media representative to whom to pitch to increase opportunity for coverage.
  • Show how to form relationships and trust with reporter's so they deem your pitches credible and come to you when they need a story.


Matthew Charles, APR, professor, University of Virginia


Participants with the APR credential earn 0.5 CEUs for a webinar. Learn more about Accreditation renewal.