Building Media Relationships

How to Develop Rapport and Become a Valued Resource

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

Category: Media Relations

In this complement to Michael Smart’s popular pitching workshop, you’ll learn how to get on the radar screen of reporters and bloggers even when you don’t have a story to pitch. Some past workshop participants have even heard back from top-tier journalists they’ve emailed or tweeted before the end of the workshop. Learn how to identify and choose the media outlets that matter most to you. Use free resources to evaluate the influence of various blogs and online-only media.

Learn what today’s journalists and bloggers are looking for from sources, understand their work environment and learn how you can help them. A strong media relationship can lead to your becoming the go-to person in your industry or area of expertise. Learn these steps to cement the relationship and get on the media’s radar screen:

  • Establish a repeatable pattern that integrates Twitter and email to engage media without annoying them.
  • Position your spokespeople as sources — what the media is looking for from them.
  • Develop a specific process to get them to take your calls and meet with you in person.
  • Learn how to maximize an in-person media visit.
  • Become a valued resource — go above and beyond the usual expectations.

Interested in getting more information on Michael Smart’s related seminar, “Pitching Boot Camp,” also taking place in Atlanta? Please visit here. For a $150 discount on registration for both programs, use code SMART317

Check out Michael’s ComPRehension blog post, “This Makes Pitch Research Unnecessary.”


“As someone who’s placed products on the front page of USA TODAY, in The New York Times Style Section and the Los Angeles Times Mag(azine), I admit I was a bit skeptical that Michael’s workshop would be advanced enough to help me. But, I gave it a chance, and within the first hour, he had given me two new angles for one of my clients I had never thought of before. He shows you how PR people have done the impossible, and how you can do it, too.” — Sabina Gault, Venture IAB, Los Angeles

“I took Michael’s workshop because I face the challenge of landing national coverage for what is traditionally a regional event — the Indiana State Fair. After applying his research and pitching techniques, I’ve had unbelievable results — USA TODAY ran a half-page article with a photo, and The New York Times reporter I pitched came to the fair and her story (w/photo) ran on the FRONT PAGE. The media response was better than any of us could have ever dreamed, and I believe much of it is a result of implementing some of the strategies Michael taught in his seminar. I’m a firm believer in his approaches.” — Andy Klotz, Indiana State Fair

“On a scale of one to ten, this workshop was a 9.5. Great nuggets of information that I’ll find ways to implement in my career. Best advice: when to call, when not to call.” — Will Zasadny, CHI-California Healthcare Institute

“Probably one of the best professional development experiences I’ve been to because Michael gives us time to implement what we are learning on the spot. He’s there to answer questions and walk us through areas that may have been difficult in past outreach experiences.” — Kristina Rozenbergs, C. Blohm and Associates


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.



Participants with the APR credential earn 2.0 APR Maintenance Credits for a one-day course. Learn more about Accreditation maintenance.