Secrets of Media Relations Masters

Discover How To Craft the Perfect Pitch and Get Placements Without Pitching

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

Category: Media Relations

Join media pitching coach Michael Smart as he presents an in-depth event designed to help PR and communication pros achieve superior results in today’s quickly changing media landscape.

Michael has delivered more than 150 virtual training events, so he knows how to keep the discussion engaging and interactive. And it’s much more than a one-day event. This workshop will deliver all the content previously covered in Michael’s two-day Master Class, and then some.

The workshop has three components:

- Live virtual event – October 1st, 10 a.m. – 4 pm ET

- Access to the popular e-learning course Crafting the Perfect Pitch. More than 5 hours of tips, examples and quizzes that you can access at your own pace.

- Exclusive digital access to engage with Michael for one week after the workshop to get answers to your questions as you work through the online course. Connect online via PRSA’s private Community Forum.

Live Workshop: Placements Without Pitching – Building Media Relationships

This portion will focus on laying the foundation required for superior pitching success. You’ll discover Michael’s unique approach to building a strong network of journalists and other influencers who know, like and TRUST you.

He will give you a step-by-step process for connecting with contacts who might trust a specific source one day only to doubt that source the next. And he’ll expand your thinking to build your network of contacts well beyond the world of journalists – to focus on creative and innovative opportunities for reaching your audience that most PR and communication pros miss.

E-learning course: Crafting the Perfect Pitch – Boost Your Placements With Proven Formulas for Success

PR and communication pros who get more and better placements tend to have very different careers compared to those who never “crack the code” for successful pitching. These PR pros earn industry wide respect for their work and enjoy more opportunities for career advancement.

The strategies you learn in this day of the workshop have been used by previous attendees to get coverage in top tier national media such as the front page of The New York Times, in The Wall Street Journal and USA Today, and on CNN and NBC’s “Today.”

You’ll hone your skills by learning from DOZENS of successful pitches that have landed major placements. And you’ll begin applying what you’re learning immediately during the training.

Here are a few of the things you will discover through these resources, both the live event and the e-learning course:

• How to spot the best opportunities for big results in an industry that is changing by the MINUTE.
• The anatomy of a perfect pitch and the three core components you must have to succeed.
• How to use the PR “Crystal Ball” to predict what the media will want to cover before they even know themselves! (Plus… how to turn even BORING topics into something newsworthy!)
• The 80/20 email pitching secret. You’ll discover how to sharpen your skills for superior results without doing a ton of work.
• “Covert intelligence” (Michael got it directly from top-tier journalists) about how to get noticed. If you want effective ways to get their attention, here’s where you’ll find them!
• Understanding the “journalist’s great need that shall not be named” and leveraging that understanding to boost your pitching results. (It sounds mysterious, and it’s extremely powerful. Please do not abuse it once you learn it.)
• How to open your eyes to the full spectrum of third-party influencers (there are 8 different types), that represent BIG opportunities – you’re likely overlooking at least three of them
• How to conduct “audience intelligence” using a suite of online tools designed to show you which channels and outlets are most important (and trusted!) by the people you are trying to reach.
• How to get noticed without annoying anyone. You’ll get a step-by-step process for getting on the radar of journalists and influencers and starting relationships the SMART way.
• The counterintuitive way for using social media to BUILD relationships. Most PR and communication pros attempts at doing this cause more harm than good!
• Straight talk about the sources journalists are REALLY looking for in today’s 24-minute news cycle.
• Real-world, “from the trenches” examples of how PR pros have put this unique approach to relationship building to work to get responses and even meetings with journalists at outlets like the New York Times, Wall Street Journal, and top bloggers in their niches.

While average PR and communication pros are finding it more difficult to get emails opened and to earn attention from journalists and influencers, this resource will put you on a path towards creating superior results in PR with far less work.

If you aren’t experiencing the success you want with your pitching and network of contacts, join us today!


This was one of the best media relations workshops I have attended in my more than 30-year career. I enjoyed the content, the feedback, and the great tips. I also enjoyed the flow of the course. Michael made it fun, interesting and impactful.
— Kevin Punsky, Mayo Clinic, Jacksonville, Fla.

I’ve done a lot of media relations and taken a lot of workshops, but never really benefitted from it like I did with what I learned from Michael. In the two months since then, we’ve had really great results with outlets we hadn’t really dreamt of getting in touch with. For one client, we applied a specific formula Michael teaches, and we’ve had interviews with the BBC and the Telegraph, and interest from the New York Times.
— Henri Vies, Proof Strategies, Washington, DC

Just wanted to share some recent success I’ve had since taking your pitching boot camp. I’ve been able to reach reporters and editors who have ignored so many of my emails in the past. Stories are in the works and I’ve had noticed dramatic improvement in my pitching successes. Thanks so much for your help!
— Eliza Lynch, Weber Shandwick, Atlanta

I’m a PR amateur and was worried this would make me feel worse. Instead, I feel energized, inspired and hungry to get started.
— Julia Dossett Morgan, Winthrop Rockefeller Institute, Morrilton, Ark.

I learned more actionable info in these two days than I’ve learned in a full year of classes in my masters program for PR. Great Value.
— Ashley Gibson, Epic, Verona, Wisc.

Absolutely wonderful. So engaging, relevant, extremely helpful. It really helped me remember why I’m passionate about this field. Cannot wait to try all the tips and tactics learned.
— Anna Sokol, Weill Cornell Medicine, New York, NY

This has been the best two days of professional development I’ve had — Period. I got actionable insight that I can take back to the office and start immediately. And I loved seeing actual creative/successful pitches. I now know I can do it too with an investment in my time and Michael’s strategic approach.
— Monet Irving, Health Partners Plans, Philadelphia

I wanted to start this year by giving you a well-deserved THANK YOU. Not only because all that I had learned at your workshop has been so useful, but also meeting you has been a life-changing catalyst for my career. I had found it very difficult to make close contact with the international media. But after applying the strategies that you presented, I can proudly present you the New York Times interview with my boss. Furthermore, I’ve created a closer relationship with this reporter and help us become a trustworthy reference in the future. Thank you once more for everything!
— Giovana Edid, Mexico City

This was the best professional development workshop I have ever been to - my fifth with PRSA plus several through other organizations. Now that I’m now a few weeks removed from the training, and the sentiment remains true. I appreciate that you took the trainings so seriously, and focused so heavily on application. Your lessons will serve me well in the years to come.
— Austin Roebuck, Yamaha Marine, Kennesaw, Ga.

Very engaging content with tons on successful examples. Many tips that can be easily integrated with existing media relations activities, plus so many tips that overhaul my approach to pitching. More than anything, I’ve gained a confidence in pitching that I’m excited to utilize in this new approach.
— Gina O’Connell, Abbott, Minneapolis

Best of the best. My team has seen great results from Michael’s workshops. Great tips and techniques. I’m still learning after my third time through Michael’s professional development training.
— Michael Nolan, University at Albany, Albany, New York

Having learned PR entirely on the job, this workshop answered a lot of the ‘whys’ behind why we do things the way we do. I strongly appreciated how detailed and actionable all next steps were. Didn’t feel nearly as long as it was.
— Becky Canfield, Adobe, San Francisco

Amazing. So much to process and put to work. It’s like a new chapter in my career is starting. I highly recommend for all PR professionals. Thank you!
— Morgan Wallace, Top Golf, Dallas

The best PR conference/workshop I’ve ever been to. Lots of solid tools and creative takeaways. I feel re-inspired to get some placements and to not be stuck.
— Michelle Sathe, Best Friends Animal Society, Canyon Country, Calif.


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 communications 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.



Participants with the APR credential earn 2.0 APR Maintenance Credits for each day of this two-day course. Learn more about Accreditation renewal.