In PRNEWS' Media Training Guidebook, you’ll find key ways to establish relationships that could yield valuable exposure, even within more traditional media outlets; for instance, as Melissa Biernacinski of Imagine Communications points out, “most business researchers eventually are promoted to business reporters.”
PRNEWS' Media Training Guidebook provides a deep dive on journalist relations, pitching, messaging, spokesperson prep, crisis management, influencer relations, social media and measuring media efforts.
Overview | Chapters | Featured Companies | Samples | Buy Now
Overview
Today, “the media” is a kid who posts videos of himself playing video games to YouTube. It’s a college student who Instagrams her nights out. It’s a snarky smartmouth who makes trenchant observations about the whisky industry on Reddit. Yes, it’s also The New York Times, but the impact of your brand’s exposure is no longer measured in column inches, but by how many people see it and how they feel about it. It’s easy to understand why you might long for times when it was easier to wrap your head around exactly whom you were trying to get in touch with, reach out and call it a day.
But unless you work for Apple or Google, it would be wiser to see today’s multifaceted media landscape as an opportunity to win coverage in places that didn’t exist until recently. In this PRNEWS Media Training Guidebook, you’ll find key ways to establish relationships that could yield valuable exposure, even within more traditional media outlets; for instance, as Melissa Biernacinski of Imagine Communications points out, “most business researchers eventually are promoted to business reporters.”
Beyond getting your foot in the door with influencers, we’ve gathered authors from various backgrounds— in-house, agency, nonprofit, ex-reporter—to address the evergreen topics of getting your messaging on point and preparing members of leadership for on-camera interviews. As Kraig Kann, CCO of the LPGA and former lead anchor at Golf Channel, says, your spokesperson is akin to somebody on a stage in the living room, trying to get the attention of an audience making dinner in the kitchen. Our contributors delve into how to get them to come into the next room and spend some time listening, even amid the din of distractions. Just 24% of brands’ spokespeople receive media training yearly, according to a Nasdaq/PR News poll; imagine how much more effective they could be at winning over that audience.
It all comes down to telling the right story in the right way, even when things go wrong and the brand is under fire. There are many different paths to that goal—with obstacles along the way in each one—and it’s our aim to get you there. We hope the lessons in this PRNEWS Guidebook will help you achieve success.
Chapters
- What Your Expert May Not Know: Preparing for a Quotable Interview By Melva B. Robertson
- Coaching the Players: How to Win the Media Game and Broadcast Your Message By Kraig Kann
- How I Learned to Stop Worrying and Love Volunteer Social Media Engagements By Rosalyn Mandola and Whitney Presley
- Evaluating Executive Speaking Opportunities: When to Say ‘Go’ (or ‘No’) By Amy Scarlino
- Embrace Your Role: How to Approach Execs and Secure Stellar Interviews By Allison Steinberg
- Do It Yourself: 6 Tips for Shooting Great Corporate Video Interviews By PRNEWS Editors
- How to Get Executives to Submit to Media Training…and Maybe Enjoy It By PRNEWS Editors
- How to Manage the Media Heat: PR Lessons From the French Train Heroics By PRNEWS Editors
- Top Execs Don’t Have Much Time for Coaching: Focus on These 3 Tips By Andy Gilman
- 5 Tips for Giving a Great Interview—And Sowing the Seeds for Future Success By Melissa Baratta
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- ‘So What, Who Cares?’ 7 Important Things to Remember When Pitching the Media By Jackie Allder
- ‘Discovery Day’: This Process Will Help You Establish Clear, Consistent Messages By Jeremy D. Bridgman
- Calm, Not Controversy: Communicating a Position That May Be Unpopular By Kerry Crisley
- How to Take a ‘Playbook’ Approach to Messaging: 7 Tips for a Winning Strategy By David Hlavac
- How an Integrated Media Campaign Tackled the Subject of Childhood Obesity By Krisleigh Hoermann and Alexandra Paterson
- How LEGO’s Global Innovation STEM Award Program Cut Through the Clutter By Maureen O’Connell
- Beyond Pitching: Develop Overarching Messages for the Entire Organization By Ron Zwerin
- How to Make Your Broadcast Media Pitch the Gold Nugget Amid the Dross By Ned Barnett
- 5 Tips to Transform Brand Communications Into Storytelling By Lorrie-Ann Diaz
- Tips for Crafting Positive Messages to Soften the Perception of Tax Inversions By PRNEWS Editors
- Hidden Experts: Using Your Company’s Existing Resources for Media Relations By Sara Chisholm
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- Repeat After Me: 5 Mantras to Adopt for Proactive Media Relations By Myra Oppel
- Sowing Seeds of Value: How to Establish Mutually Useful Relationships By Mame M. Kwayie
- 3 Types of Journalists You Should Help—Even Though They Can’t Help You By Melissa Biernacinski
- Intuition, Social Proof and More: Engage the Persuasive Power of Science By Elizabeth Edwards
- What’s Old Is New Again: In a Digital World, Relationships Still Matter By Dr. Katherine R. Fleck
- Going Old-School Effectively: 5 Steps for Deskside Success With Journalists By Amy La Sala
- The Art of the Pitch: Securing Media Interest in the Distracted Age By Tamara Moore
- Better Journalist Relations Through Communication Accountability By Melony Shemberger
- PR Giveaways to Journalists: How to Know When It’s a Useful Gift or a Bribe By Adriena Daunt
- How Do Journalists Truly Feel About PR’s ‘Spray & Pray’ Approach? By PRNEWS Editors
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- Don’t Just React: Listen, Then Message and Other Tips for the Perfect Tone By Connie Anderson and Stephanie Myers
- Making the Most Out of Broadcast: Turning Your Exec Into a Media Star By Maura Fitzgerald
- Teaching Execs How to Channel Hop: Media Training Should Be Specialized By Andy Gilman
- What to Expect: A Former Reporter Shares His Tricks of the Trade By T.J. Winick
- The Don’ts of Game Day: 9 Ways Spokespeople Can Annoy Interviewers By PRNEWS Editors
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- Thought Leadership In The Social Media Age: Everyone’s An Expert By Michelle LeBlanc
- Restrain or Empower: How to Employ a Successful Social Media Policy By Anita O’Malley
- The Press Release Is Not Dead: Catapult Your Releases to the Next Level on Social By Mayra Ruiz-McPherson
- The Do’s and Don’ts of Using Your Social Savvy to Land a Pitch By Anne Stevenson
- 4 Ways to Improve CEOs’ Presence and Engagement on Social Media By PRNEWS Editors
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- Tips and Tactics for Communicators When the CEO Is at the Center of a Controversy By PRNEWS Editors
- How to Turn Bad News About Your Brand or Organization Into a Win By Andy Gilman
- Golden Guidelines: The Practical Advice That Just Might Save Your Organization By Dr. Ali M. Kanso
- A Crisis Team Can Save Your Brand—As Long As You Avoid Infighting By Bill McIntyre
- When Communicating Bad News, Don’t Let Your Response Become the Story By PRNEWS Editors
- PR News/Nasdaq Survey: Nearly Half of Organizations Shun Crisis Preparation By PRNEWS Editors
- Uber & Apple in the Crossfire: What to Do When in a Crisis Not of Your Making By PRNEWS Editors
- How to Build a Crisis Team That Operates Best in Today’s Media Climate By David Wescott
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- Take Credit for Your Work: Tracking and Measuring Your Media Relations Program By Serena Ehrlich and Raschanda Hall
- Maximizing the Value of Media Relations in a Digital Media Age: An Overview By Pauline A. Howes
- How to Leverage Google Analytics to Prove Campaign Effectiveness By Bianca Hutton
- A Guide to Executing a Complete Media Analysis Research Report By Margot Sinclair Savell
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Featured Companies
This guidebook features case studies and contributions from companies like:
Samples
Here’s a sample of some of the exclusive content in this guidebook:
A sample article: What Your Expert May Not Know: Preparing for a Quotable Interview By Melva B. Robertson
An excerpt from How an Integrated Media Campaign Tackled the Subject of Childhood Obesity By Krisleigh Hoermann and Alexandra Paterson
An excerpt from Making the Most Out of Broadcast: Turning Your Exec Into a Media Star By Maura Fitzgerald
Buy Now
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