Redefining How Communicators Work With Journalists in the New Media Landscape

The Media Relations Edition

On-Demand, available until Aug. 27, 2021
Recorded Aug. 25, 2020
Full Price: $95
Members: $55

Categories: Branding, Communication Strategy, Emerging Trends, Media Relations, Social Media

Case in Point

Case in Points are online, interactive case studies that are focused on various industry topics within communications. Each Case in Point is 75-minutes in length and the interaction will be tied to a private, online community. The online community will encourage participation through videos, suggested readings tied to the topic and through conversing with other attendees before and after the live session.

Join a New York Times reporter, top communications executive and leading national PR agency for the release of a new survey about what journalists want in today’s new landscape.

The interactive Case in Point will reveal how communicators are changing their media relations tactics in the new COVID-19 world. Learn how newsrooms have pivoted in their approaches to gathering news related to COVID-19, social justice and diversity, equity and inclusion (DE&I).

This Case in Point will reveal new information to help PR and communication professionals be more successful with media coverage for their brands.

By the end of this Case in Point, participants will be able to:

  • Expand their knowledge of the new media relations landscape.
  • Define the key tactics needed to garner media coverage in the new environment.
  • Explain how journalists’ needs have changed.
  • Determine the best methods for engaging journalists.
  • Understand how the results of a new survey of journalists can impact their brand’s success in getting media exposure.


Judy Fortin, executive director of communications, UCLA Health and David Geffen School of Medicine

Photo of Judy Fortin

A veteran former broadcast journalist, Judy Fortin made the transition to non-profit health care communications nearly a decade ago. She is the new Executive Director of Communications at UCLA Health in Los Angeles.

Anahad O’Connor, consumer health reporter, The New York Times

Photo of Anahad O’Connor

Anahad O’Connor is a bestselling author and reporter for The New York Times. He joined the paper in 2003 and writes for Science Times, the paper’s weekly science and health section, as well as the Well blog. 

Lisa Arledge Powell, president, MediaSource

Photo of Lisa Arledge Powell

Lisa Arledge Powell is the past president of PRSA Health Academy and the president of MediaSource, an award-winning creative agency that specializes in content-focused public relations, content marketing and national media exposure for major brands. She began her communications career as a television news reporter/anchor and now applies that experience to storytelling for brands. Known as an industry thought leader, Lisa trains other communicators on best practices for how to use content to meet business goals. She can be seen on the speaking roster at industry events for organizations such as the Public Relations Society of America, Ragan, PR News, Content Marketing Institute and Mayo Clinic. Lisa is a regular contributor to PRSA’s Content Connection.
Connect with Lisa on Twitter: @LisaArledge



Participants with the APR credential earn 1.0 APR Maintenance Credit for a Case in Point session. Learn more about Accreditation renewal.