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


Availability
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.

Presenter

Matthew Charles, APR, professor, University of Virginia

Accreditation

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