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April 5, 2017
Washington or Virtual


9 a.m.
Networking Breakfast

9:30 a.m.
Developing a Message and Identifying Your Audience

Public affairs and advocacy professionals need the skills to respond clearly, persuasively and quickly via multiple media channels. For even the most seasoned communications professional, crafting the right message for your target audience can be a significant challenge. Our media relations expert will provide strategies and best approaches for successful media engagement. In this session, we’ll discuss:

  • How you can identify, test and effectively deploy your media message
  • Developing positive relationships with key reporters for your industry
  • Best practices and tips for getting quotes covered by reporters
Chris Matthews
Senior Partner
Vox Global


10:30 a.m.
Best Practices for Media Interviews and Media Relations

Adept communicators have practiced and honed their interview skills for years. This session will include:

  • A live media interview role-play and evaluation
  • How to respond to and prepare for interview requests
  • Strategies for avoiding media traps or difficult lines of questioning
  • Best practices for preparing senior officials or other stakeholders for media interviews
Chris Matthews
Senior Partner
Vox Global


11:15  a.m.
Networking Break

11:30 a.m.
How Top Organizations Manage Media Training and Relations

Senior executives, corporate or association leaders and other key stakeholders can be crucial to ensuring your message is covered by the press, but ensuring they are properly prepared for media interviews can be a challenge. Identifying and training the right messengers is critical. Leading communications professionals will share their experience in preparing and training their key communicators. We’ll cover the best ways to:

  • Identify the best communicators to share your message and how to prepare a policy or message brief that is tailored to your organization’s media goals
  • Develop, implement and manage a media training program for your organization
  • Ensure your spokespeople can identify the key message, communicate through a story and recognize opportunities for conveying your organization’s message during interviews
  • Communicate and explain the value of media training to organizational leadership
Christin Fernandez
Vice President of Communications
Retail Industry Leaders Association
Johnna Miller
Director of Media and Advocacy Training
American Farm Bureau Federation


12:30 p.m.