Virtual Workshop: Media Relations

08 Jan, 2021

June 8, 2021
10 a.m. − 12:15 p.m. ET

Set your organization up for success, public favorability and a positive image. A smart media relations strategy can help you land well placed articles, foster open dialogue with journalists or even see your company trending on a news source’s Twitter feed. Sign up for this workshop to learn the do’s and don’ts of media relations for public affairs.

This program is eligible for 2 Grassroots credits toward the Certificate in PAC & Grassroots Management and 2 Elective credits toward the Certificate in Public Affairs Management.


10:00 a.m. ET  How to Craft, Develop and Distribute your Message

Companies, associations and organizations are now required to speak out on social issues, political controversies and public policy positions in addition to their core operations. How, when and with whom these discussions occur is of paramount importance to communicators. Our media relations expert will help you construct both proactive and reactive media strategies to ensure your messages reach the right audience. In this session, we’ll discuss:

  • 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

Wes Battle
Senior Vice President, Communications
CRAFT | Media/Digital

11:00 a.m. ET Networking Break

11:15 a.m. ET Exercising Your New Skills: Developing Media Relations Best Practices and Exercises

Dealing with the media doesn’t have to be difficult. Setting up a plan to pitch, receive and prepare for interviews will better position your organization to respond quickly and effectively to the press. This interactive session will help you better evaluate and execute media opportunities, including the following scenarios:

  • How to prepare yourself or others for an interview
  • The best way to handle tough reporters or aggressive lines of questioning
  • When to deliver key messages
  • Best practices for live, on-set or pre-taped video interviews
  • Tips for controlling nerves and staying on message
Varuna Bhatia

Varuna Bhatia
Vice President
Rokk Solutions


John Brandt
Vice President
Rokk Solutions

12:15 p.m. Adjourn

Event Location

+ Click to expand

This event will be hosted in a fully 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.


+ Click to expand

Register Online 

  • Members: $289
  • Non-Members: $399

Can’t attend live? All registrants will receive access to the workshop recording for 14 days following an event.

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