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Advanced Media Relations Advanced Media Relations
Best practice for pitching stories, preparing for interviews, and merging public policy into media strategies
Agenda Rave Reviews When Where Registration Fee Policies Related Information

Do your competitive media campaigns target the right audience? Are you tracking and evaluating media coverage or using the Internet to its full advantage? In this course, instructors discuss these topics and more.

Learn how to pitch your story creatively to reporters, coordinate and prepare for interviews, deal with the media hog and the media mouse, and use the FOIA to your advantage. Students work with each other and our experienced faculty, discussing best practices and professional strategies for handling internal and external challenges.

Our Advanced Media Relations course is geared toward practicing public relations professionals with at least three years' experience.

Also see

The leadership competencies for this course include:

  • Creativity & Innovation
  • External Awareness
  • Flexibility
  • Written Communication
  • Interpersonal Skills
  • Strategic Thinking
  • Technology Management
  • Partnering
  • Political Savvy

Bring this course to your site.

This course and any combination of it's topics are available as custom on-site training for your organization. We have tailored this course for attorneys, program analysts, administrative assistants, scientists, and others.  For more information about how this training can help your members and staff, please contact your client liaison.


Certificate in Communication and Advocacy

This is an elective course for the Certificate in Communication and Advocacy.

Space is limited.
If you get a "Wait List Only" message when registering, please select the next available date.

Next Course
May 6, 2009
:
Location in Washington, DC will be announced before course.
$595
Register for this course
If you get a "Wait List Only" message when registering, please select the next available date.

   CEU credits approved by George Mason University
Approved for .7 CEU credits from George Mason University.

Educational Tracks
Media Training
Communication and Advocacy

 Course registration form (pdf) 


  Course materials include


Course materials include personal copy of  "Media Relations Handbook for Agencies, Associations, Nonprofits and Congress," by Brad Fitch, Foreword by Mike McCurry.

"A seminar from TheCapitol.Net is one of the best ways to learn from the experts about how Washington really works. Now all that insight and information has been packed into this invaluable volume. I suggest you read it, and become your own expert."
-- Steven V. Roberts, syndicated columnist, TV and radio analyst, college professor

"Offers a wealth of practical advice on public relations that will be of benefit to governmental and non-governmental organizations alike."
-- Municipal World, July 2004
 



  Course Details
Agenda
Advanced Media Relations
8:30 Advanced Media Relations: Balancing Your Resources, Your Office, and the Media

Take another look at what you're doing for your organization's communications strategies in a competitive environment

  • Targeting the right audience
  • Capitalizing on your web strategy
  • Going beyond "cute" when crafting an informative press release
  • Using tracking, monitoring, and evaluating to build on your success
  • The benefits and values for agencies and associations of tracking, monitoring, and evaluating
10:15 Break
10:30 The How's and Why's of Press Events
  • When to hold a press conference, and examine the pros and cons of holding a press event.
  • Who's on stage?
  • Press conference checklist
  • Press conference survival strategy
11:10 Attendee Best Practices Session
12:00 Networking Lunch
1:15 Coordinating and Preparing for Interviews: How to Deal with the Media Hog and the Media Mouse

Different types of interviews and how to prepare your Principal for them (whether he/she is a "hog" or a "mouse").

  • Tools and tips for TV, print, radio, and online interviews
  • Steps to take in the interview
  • Everybody needs help/training at some point
  • Using resources at your disposal
2:45 Break
3:00 Freedom of Information Act (FOIA)
4:00 FOIA from the Agency Persepctive
4:30 Complete Evaluations; Course Concludes

This is a sample agenda: the actual program may differ slightly.

Register for this course
 

If you get a "Wait List Only" message when registering, please select the next available date.


Do you need a training course we don't offer or coverage of an additional topic in this course?

If you have suggestions for courses or topics you would like to see us offer, please contact us or complete our online suggestion form.


Suggested Prerequisites 3 years of experience or Media Relations 101.

If you need help deciding which courses you should take based on your work experience or training, please contact us via email or phone: 703-739-3790.

Rave Reviews

"Very practical / useful information"

"I would strongly encourage my colleagues to take this course.  Gave me more information in one day than I could've gotten in a year on my own.  This course gave me new tools to help me focus my agency's messages." 
-- Workshop Attendee, DSCA

"Well worth my time.
-- Director of Education, national association

"Gave me practical information I can use." 

"It was valuable across the board. The strategy aspects of each speaker's presentation were particularly helpful. I will better be able to anticipate issues and develop communication plans."  
-- Workshop Attendee, DoD/DSCA

See more testimonials about this course.
These include testimonials about our 1/2 day media relations course, which was the precursor to this full-day course.

Time and Dates 8:30 am to 4:30 pm
  • Wednesday, May 6, 2009

Register for this course
If you get a "Wait List Only" message when registering, please select the next available date.

Location May 6, 2009:   Location in Washington, DC will be announced before course

Other datesLocation in Washington, DC will be announced before course. Many of our courses are held at these locations:

Course Materials Course materials include "Media Relations Handbook for Agencies, Associations, Nonprofits and Congress," by Brad Fitch, Foreword by Mike McCurry (regularly $45).
Registration Fee $595 **     Register for this course

If you get a "Wait List Only" message when registering, please select the next available date.
 
Discounts ** Group Discount!  When 4 people from the same organization register and pay together, the 4th person is free! When 8 people from the same organization register and pay together, the 4th and 8th persons are both free! See complete details here
Certificate of Training
and
CEU Credits
A Certificate of Training is available for this course. To get a Certificate of Training, your registration fee must be paid in full, and you must attend the entire course.

This course is approved for .7 CEU credits from George Mason University.


Certificate in Communication and AdvocacyThis is an elective course for the Certificate in Communication and Advocacy.

Policies For this course, substitutions, cancellations, and transfers must be submitted in writing to us. Our transfer and cancellation fees are outlined below.
 
** Transfer and Cancellation Fee
For all registrations received on or after September 1, 2007
Time Before Course Substitutions Allowed Transfer Fee Cancellation Fee
More than 4 weeks Yes, in writing None None
2 to 4 weeks Yes, in writing 25% of tuition 50% of tuition
3 days to 2 weeks Yes, in writing 50% of tuition 75% of tuition
1 to 2 days Yes, in writing 75% of tuition 100% of tuition
day of program
(no refunds to no-shows)
Yes, in writing 100% of tuition 100% of tuition

No refunds for no shows. We reserve the right to change this fee and time period. 

TCN reserves the right to cancel any course in the event of insufficient registrations.

All statements and discussion at all of our courses, workshops and seminars, public and custom, are off the record and not for attribution, unless specified otherwise. The resulting confidentiality ensures a frank and free exchange of views.

FAQs FAQs about our training including suggested attire.
Register

 

We accept checks, VISA, MasterCard, Discover, American Express

 
Register for this course

If you get a "Wait List Only" message when registering, please select the next available date.

Click here for a course description and registration form (pdf).

Fax or Mail: Print out and complete the registration form (in Adobe pdf). The completed form should include your method of payment. 
  Fax the completed form to us at 703-739-1195. 
  Mail the completed form to us at TheCapitol.Net, Inc., PO Box 25706, Alexandria, VA  22313-5706 

Related Information
Educational Tracks
Related Training
Available as custom, on-site training?  Yes.  This program can be tailored for on-site agency, association and corporate training.  Please call 703-739-3790 for information.

Need more information? Phone: 703-739-3790
Email: registrar -at- TheCapitol.Net
Complete our online information request.
Non-Partisan TheCapitol.Net is a non-partisan firm, and the opinions of its faculty, authors, clients and the owners and operators of its vendors are their own and do not represent those of TheCapitol.Net. 
 

 

 

 

URLs: www.TheCapitol.Net/PublicPrograms/mediaII.html
www.WorkingWithTheMedia.com
www.AdvancedMediaRelations.com 
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Last updated: June 24, 2008

 

 

 

 

 Faculty

Our faculty members all have a minimum of 10 years' experience working with the national media.

Selected Previous Faculty

 

Joseph Della Vedova

 

Mark Feldstein

 

Brad Fitch
(Author, Media Relations Handbook)

 

Karen Foerstel

 

Kent Jenkins, Jr.

 

Steven Keller


Peter Loge


William Noxon

 

David Rehr

 

Michelle Semones

 


See what others say about this course.

 

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