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Advanced Media Relations
Best practice for pitching stories, preparing for interviews, and merging public policy into media strategies |
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
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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. |
Space is limited.
If you get a "Wait
List Only" message when registering, please select the
next available date.
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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
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Agenda |
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Advanced
Media Relations |
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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
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10:15 |
Break |
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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
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11:10 |
Attendee Best Practices Session |
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12:00 |
Networking Lunch |
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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
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2:45 |
Break |
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3:00 |
Freedom of
Information Act (FOIA) |
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4:00 |
FOIA from the
Agency Persepctive |
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4:30 |
Complete Evaluations; Course
Concludes |
This is a
sample agenda: the actual program may differ slightly.

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.
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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.
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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.
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Time
and Dates |
8:30 am to 4:30 pm

If you get a "Wait List Only"
message when registering, please select the next available
date. |
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Location |
May 6, 2009:
Location in Washington, DC will be announced
before course Other dates:
Location
in Washington, DC will be announced
before course.
Many of our courses are held at
these locations:
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Cannon House Office Building (HOB), First and C Streets, SE,
Washington, DC (Capitol South Metro
stop)
Our map
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Google Map
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Capitol
Hill Club, 300 First Street SE, Washington,
DC (directly across the street from the
Capitol South Metro
stop) Our map
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Google Map
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College of William & Mary Washington DC Office,
1779 Massachusetts Avenue NW, Suite 810, Washington, DC 20036 (two blocks southeast of the
Dupont Circle Metro
stop)
Google Map
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DC Bar
Conference Center, 1250 H Street NW,
Washington, DC (Metro Center station)
Our map
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Google Map
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Goethe-Institut, 812 Seventh Street NW,
Washington, DC 20001 (Gallery Place /
Chinatown Metro stop) Our map
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Google Map
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Hall of the States, 444 North Capitol Street NW, Washington, DC (1 1/2 blocks from the
Union Station Metro
stop)
Our map
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Google Map
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The Liaison Capitol Hill, 415 New Jersey Avenue NW, Washington, DC
(2 1/2 blocks from the
Union Station Metro
stop)
Our map
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Google Map
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Longworth House Office Building (HOB),
New Jersey Ave. and C Streets, SE, Washington, DC
(one block west of the
Capitol South Metro stop)
Our map
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Google Map
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National
Democratic Headquarters, 430 So. Capitol Street
SE, Washington, DC 20003 (Capitol South Metro
stop) Our map
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Google Map
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Rayburn House Office Building (HOB),
Independence Ave. SW and South Capitol Street
(two blocks west of the
Capitol South Metro stop)
Our map
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Google Map
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Reserve Officers Association, One Constitution Avenue NE, Washington, DC (3 1/2 blocks from the
Union Station Metro
stop)
Our map
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Google Map
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Course
Materials |
Course
materials include "Media
Relations Handbook for Agencies, Associations,
Nonprofits and Congress," by Brad Fitch,
Foreword by Mike McCurry (regularly $45).
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Registration Fee |
$595
** 
If you get a
"Wait List Only" message when registering, please
select the next available date.
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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.
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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.
This is an elective course for the
Certificate
in Communication and Advocacy.
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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 |
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Time Before Course |
Substitutions Allowed |
Transfer Fee |
Cancellation Fee |
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More than 4 weeks |
Yes, in writing |
None |
None |
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2 to 4 weeks |
Yes, in writing |
25% of tuition |
50% of tuition |
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3 days to 2 weeks |
Yes, in writing |
50% of tuition |
75% of tuition |
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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.
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FAQs |
FAQs
about our training
including suggested attire.
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Register
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We accept
checks,
VISA,
MasterCard,
Discover,
American Express


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
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Related
Information |
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Educational Tracks |
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Related
Training |
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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.
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Need
more information? |
Phone:
703-739-3790
Email: registrar -at- TheCapitol.Net
Complete our
online information request.
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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.
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URLs: www.TheCapitol.Net/PublicPrograms/mediaII.html
www.WorkingWithTheMedia.com
www.AdvancedMediaRelations.com
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Last updated:
June 24, 2008
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