Workshop: Media Training

25 Apr, 2019

July 17, 2019
1 p.m.−4:15 p.m. ET
Washington, DC or Virtual

Reporters have a plan for every interview. Do you have a plan for them? 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 expert will equip you with a plan to improve coverage, minimize mistakes, and develop a training program for key spokespeople.


1:00 p.m. How to Shape and Distribute your Message in the 21st Century

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 provide strategies and approaches that 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

John Brandt
Policy Communications and Corporate Responsibility Practice Manager
Public Affairs Council

1:50 p.m. Networking Break

2:00 p.m. 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
Robbins, Mary

Mary Robbins
Vice President
SKD Knickerbocker

3:00 p.m. Networking Break

3:15 p.m. Sources and Methods: A Journalist Roundtable

Here’s your opportunity to get the facts straight from the source. Have you ever wondered how reporters and editors find and vet stories? Want to know why some issues are in the news for a day, but others linger for weeks? Need some suggestions on how to cultivate relationships with the press and become a source? Our journalist panel will cover:

  • Best practices for reporter and editor sourcing
  • Discovering how reporters find stories
  • Determining if and when your company should engage in a media or political discussion

Ben Krolowitz


Ben Schreckinger
National Political Correspondent,


Sam Sweeney
Morning and Transportation Reporter,


Deirdre Walsh
Congress Editor,

4 p.m. Adjourn

This program is eligible for 2 elective credits toward the Certificate in PAC & Grassroots Management and 2 elective credits toward the Certificate in Public Affairs Management. As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for 2 credits toward your CAE application or renewal professional development requirements.

Event Location

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Public Affairs Council
2121 K Street, NW
Suite 900
Washington, DC 20037
Phone: 202.787.5950

*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 

  • 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