6 online training sessions in under 6 hours will accelerate your media relations efforts
2020 has been chaotic, and that is putting it mildly. A global pandemic, significant racial tensions, natural disasters and an unprecedented election year during a time when news cycles are shorter than ever. How do you navigate this? You need consistent and powerful messaging that not only matters, but cuts through the noise. Ragan's Media Relations and Measurement Training 6-Pack delivers six powerful training modules to help you stay ahead of the curve.
This can't-miss training six-pack covers these important and timely topics:
- The future of social media and news
- Reaching the new consumer audience
- Pitching during a pandemic
- Determining media coverage value
- Media request strategies
- The future of the PR pro
You'll learn:
- How audiences (including Gen Z) are consuming content, news and information—along with how to adjust your strategies
- How to alter pitches and offer additional resources to journalists covering COVID-19 news and beyond
- Tips for uncovering stories and finding angles to land coverage, no matter the current climate or situation
- Ways to thoughtfully adjust individual and team goals to focus on providing important information
- What the future of news and media relations looks like, along with how PR pros can adapt
- Ideas to create and distribute messages on the right channels targeted to the right audiences without unnecessary approval processes and delays
- How to ensure that media relations remain strategic even in times of crisis
Consumers have more access to information than ever before, and they can quickly become overwhelmed by noisy social media platforms and websites cluttered with editorials, breaking news, branded content, misinformation and more (especially during the current crisis). As more Millennial and Generation Z consumers cut the cord (and publication subscriptions), how can you effectively deliver your messages and ensure that your content is valuable and relevant?
In this session with Derek K. Hubbard, Spokesperson for the External Communications Team at Southwest Airlines, you'll learn how snackable content and creative storytelling can mix with traditional news to successfully fold together current trends, emotion and branded messages in a way that entices your audience to feel and engage.
Consumers are not shy about telling you what they want from your brand and where you fall short. This introspection has only increased as people struggle to find answers, information, entertainment and inspiration while they stay at home. In this session with Jorge Peschiera, Independent Creative Director and Designer; Adam Ilenich, Community Manager at Twitter; and Jeff Rubenstein, Xbox Senior Communications Manager for Microsoft, you'll hear insights on how the media relations and digital media landscapes are shifting—and learn ways you can adjust to be more transparent, helpful and engaging.
You'll learn:
- How audiences (including Gen Z) are consuming content, news and information—along how to adjust your strategies
- Ways you can increase transparency and trust through conversations and content during COVID-19
- Tips for gathering and interpreting audience analytics, social listening and more to understand and cater to younger audiences
- How branded content, information and news has changed shape across formats and channels to fit audience consumption behaviors
- Ways to measure your efforts to assess if your strategies are effective
The pandemic has caused organizations across industries to scramble with both crisis responses and ways to grab attention and favor to bolster their reputations. As newsrooms shrink even more and journalists are struggling to keep their readers and viewers informed and safe, other news coverage has taken a backseat. Yet, you don't need to put your media relations efforts on pause—rather, you can hone your skills and outreach to stand out from the crowd and provide insights and stories that keep your organization top of mind. In this session, learn insights on the art of the pitch during a crisis from Hugo Rojo, Senior Communications Manager at CBS News; Amanda Ponzar, Chief Communications & Strategy Officer at Community Health Charities; and Sarah Evans, Founder and CEO of Sevans Strategy and Sevans Digital PR.
You'll learn:
- To alter pitches and offer additional resources to journalists covering COVID-19 news and beyond
- Tips for uncovering stories and finding angles to land coverage, no matter the current climate or situation
- Ways to integrate paid and owned media opportunities with earned media coverage goals
- How to get a seat at the table and become involved with strategies that can enhance media relations efforts
As COVID-19 dominates news coverage and affects other coverage sources such as influencers, finding ways to effectively pitch and publish your stories is no small task. Media relations efforts can take a substantial amount of time and resources, especially as you respond to the pandemic and serve as a resource for information and guidance. Are you spending your time with strategies that make the most sense and impact? Josh Wilson, Director of Strategic Communications at Children's National Hospital, will walk you through a media relations score sheet that can rank the value of secured media coverage—and help align media relations activities to overall communications goals.
You'll learn:
- How to qualitatively measure the value of earned media
- How a feature story differs from a list of smaller mentions
- Ways to thoughtfully adjust individual and team goals as you focus on providing important information
- Ideas for balancing your PR goals and key messages with reporters' aims
You might have a well-designed, practiced and comprehensive crisis communications strategy, but COVID-19 has turned both crisis responses and media relations efforts on their heads. As audiences of all types look to organizations for information, answers and assurances, it's more important than ever not to stay silent. Nick Lanyi, Affiliate Consultant at Ragan Consulting Group, will share how you can keep up with increased media inquiries and relay your organization's key messages quickly and effectively to bolster your reputation as the crisis continues.
You'll learn:
- Responses that build trust with and help you get ahead of a quickly moving narrative
- Ideas to create and distribute messages on the right channels targeted to the right audiences
- How to ensure that media relations remain strategic, rather than a "whack-a-mole" approach
- Ways to prepare your crisis and media relations strategies for recovery and rebuilding
It's a delicate balance for communicators to move forward with media relations objectives while also addressing concerns and ensuring audiences have up-to-date information that increases trust amid the pandemic. To do so successfully requires you to wear the multiple hats of storyteller, PR pro and crisis expert as you adjust your messages in a fluid environment. The "new normal," along with today's integrated and fast-paced digital media landscape, provides more opportunities than ever before to spread your organization's messages and connect with stakeholders. Learn how to forge a path forward with Tamra Johnson, Assistant Vice President of Public Affairs for American Property Casualty Insurance Association, Shomari Stone, General Assignment Reporter for NBC News4 Washington, and Maureen Lynch Vogel, Director of Communications for the National Safety Council.
You'll learn:
- What the future of news and media relations looks like, along with how PR pros can adapt
- Ways to reconsider press releases, pitches, and storytelling efforts during and beyond COVID-19
- Ways to integrate new content formats such as videos and visuals to effectively relay messages
- How to fight against fake news and dispel myths, misinformation and disinformation
- How you can get ahead of quickly moving narratives and futureproof your organization's brand image
WHO'S THE 6-PACK DESIGNED FOR?
This 6-pack is for you if you spend at least a quarter of your time in any of these areas:
Media Relations • Measurement/ Research • Publicity • Content Marketing • Executive Communication • Public Relations • Storytelling • Writing and Editing • Marketing • Community Relations • Social Media
[email protected] or by calling 800-878-5331.
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