Virtual Workshop: Media Training for Public Affairs and Communications Professionals

28 Jan, 2022

March 17, 2022
2 p.m.−4:15 p.m. ET

Reporters have a plan for every interview. Do you have a plan for going on the record? Earned media can position you as a thought leader in your industry. A poorly executed media appearance can negatively impact reputation and the bottom line. Our media relations experts will equip you with a plan to improve coverage, minimize mistakes, and develop a training program for key spokespeople at your organization.

This program is eligible for 2 elective credits towards the Certificate in Public Affairs Management.


2:00 p.m. Message Development and Media Relations Strategy

Companies, associations and organizations are now required to speak out on social, issues, political controversies and public policy positions. The news cycle is no longer 24 hours, but 20 minutes, which means crafting clear and precise messages has never been more important. Yet, many still struggle to reach and persuade their target audience. Our media relations expert will provide strategies and approaches that will help you both construct your message and ensure it reaches the right audience. In this session, we’ll discuss:

  • Who is covering your issues and how can you reach him or her effectively?
  • How the world of public affairs and messaging is changing
  • What makes a good media message, and how you can test it
  • What social media platforms and news outlets are the most effective for broadcasting your message

Joe Quinn
VP, External Affairs & Industry Relations
The Aluminum Association

3 p.m. Networking Break

3:15 p.m. Exercising Your New Skills: Developing Media Relations Skills and Interview Preparation

Dealing with the media can be difficult. However, by using certain tools, you can more easily maneuver interviews, requests for comment, and increase media coverage for your organization’s effort. This interactive session will answer the following questions:

  • How should I prepare myself or others for an interview?
  • What is the best wat to handle tough reporters or aggressive lines of questioning?
  • When should I try to deliver my key messages?
  • What are some tips for controlling nerves and staying on message?
Varuna Bhatia

Varuna Bhatia
Vice President
Rokk Solutions


John Brandt
Vice President, Public Affairs
Rokk Solutions


4:15 pm – Adjourn

Event Location

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This program will be hosted in a secure virtual environment. 

*Participants joining the program virtually will receive an email one week beforehand with instructions for logging on to our web-based platform. On the platform, they will be able to listen and participate through any computer or internet-enabled device, see a video of the speakers, and ask questions and participate in the discussion via a chat box.


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Register Online

  • Membership Plus: FREE
  • Members: $289
  • Non-Members: $399

Additional discounts may apply to this meeting. These discounts may include:

For multiple registrants: A discount will apply to the standard member/non-member rate for organizations that register two or more participants for the same meeting. The first registrant will pay full price, the second participant will receive a 10% discount and each additional registrant will receive a 15% discount. To register multiple participants, you may either register online or download the print and fax registration form.

Member discounts: Discounts for members are applied to all Public Affairs Council meetings.

Non-members: Join the Council today, and save by registering at the member rate and using the $200 new-member coupon you will receive. Contact our membership team for information about joining the Council.

Questions? Contact us at 202.787.5950.


Nick DeSarno
Director of Digital and Policy Communications
202.787.5971 | email