Media Relations Next Practices Conference
Improve brand storytelling • Measure success • Control crises • Increase reach and ROI
Are you tired of feeling lost in today’s ever-changing media landscape? Earned media is in flux and so is how you communicate your news, updates and stories. Look no further than the intersection of influencers, social media and mainstream media — where a TikTok influencer can make a buzzy claim about your organization and the press runs with it.
Join us on June 5-6 for PR Daily’s Media Relations Next Practices Conference at the esteemed National Press Club in Washington, D.C., to elevate your media relations strategy, stay relevant, newsworthy and valued, and to forge new industry connections.
From harnessing authentic story development to building more trust with the public and press, to mastering the art of media relationships when a six-word DM on Instagram qualifies as a pitch, to crafting a winning content strategy at a time when press releases double as SEO plays, what you’ll learn here will help you take your PR reach and ROI to new heights.
Your sherpas will be the brightest minds in PR and the press from brands like APCO, Lincoln Financial Group, The Obama Foundation, The Trust Project, the Ad Council, Edelman, Northeastern University and more. They’ll present the hottest issues facing the industry and the newest groundbreaking best practices to supercharge your results.
Register today! Don’t miss this opportunity to:
- Build buzz for your brand.
- Access exclusive lineups and resources.
- Stay ahead of the curve in today’s fast-paced media landscape.
WHAT YOU'LL LEARN
- Media Training and Message Mapping: New templates, techniques and tricks for telling your story better — and more authentically — in interviews or crises (interactive pre-con).
- Creating a Custom Measurement Matrix: We’ll design a tailored index together to help you track placement, tone, reputation, social media and more (interactive pre-con).
- The New State of Media: What’s driving media fragmentation and niche journalism — and how to transform these trends into opportunities.
- Irresistible Pitches and Press Releases: Writing secrets and savvy pitching tricks for crafting newsworthy hooks that search engines, the public and the press will love.
- Authentic Brand Storytelling: How to create organic, immersive stories that win over skeptical audiences — inspiring case studies to delight, inform and entertain.
- The Trust Trifecta: How to embrace transparency, tell your purpose-driven story and work with media influencers to share your ESG journey or CSR successes.
- Diversity-First PR: How to turn DE&I talk into action by empowering diverse voices on your teams — plus new ways to share inclusivity progress with the press and public.
- Best New Tech and Tools: Winning attention in the post-Twitter era with smarter online newsrooms, the latest media relations software, social media channels and more.
SPEAKERS
INTERESTED IN SPEAKING?
Please reach out to Head of Content
Joyceann Garippa.
AGENDA
Many comms leaders consider this to be “a golden age for public relations.” And yet, we often limit our potential by holding onto myths to explain the value of what we do. This workshop delivers the roadmap you need to prove PR value and improve PR performance. We’ll examine these myths and provide a clear path to demonstrating PR’s unique contribution and demonstrating a positive return on PR investment…All this, even in the face of new pressures, emerging technologies and an uncertain economy. You’ll learn:
- Setting objectives that are meaningful, reasonable and measurable.
- Strategy development and tactical execution to identify optimal audiences and deliver compelling messaging using the most credible channels.
- Evaluation to assess the extent to which you meet or beat your objectives.
- Managing for continuous improvement over time and in light of best practice.
The press continues to face declining trust, revenue and staff. And, social media easily vacuums up attention spans. But one hit in an A-list outlet can still make or break your launch or brand. Join this interactive workshop with veteran journalists to update your media pitching strategies — so you can propel your placements and relationships to new heights.
You’ll walk away with:
- How to use brand journalism to deliver ready-to-go stories to media outlets.
- Simple ways to avoid the top embarrassing mistakes in press release writing.
- How to craft an email or social media pitch that’s concise — and captivating.
- Social media, AI and databases to help you target and personalize pitches.
- How to handle a media interview once you get a reporter’s interest.
- PLUS: Pitch reporters from major news organizations in the PR Pitch Tank …
Meet up with colleagues and make new industry friends at this opening reception held at APCO Headquarters, just a few steps away from the Press Club. You'll enjoy the rooftop view of Washington D.C. and network with speakers, guests and VIPs. Drinks and light fare will be served.
Let's crowdsource! We'll kick things off with an interactive survey on how AI does or doesn't impact your PR and media relations role. You'll learn where your peers stand on the AI spectrum— and where you should be investing your time. Don't hold back— this is your chance to shape what we cover today.
AI is transforming PR, making tasks like writing press releases, creating crisis strategies and drafting pitches more efficient. But AI isn't just a magic tool — it also has a dark side. A single misstep can damage the trust you've built with the media. Together, we'll navigate the magical and murky sides of AI — and unveil the "AI Decision Matrix" to help you deploy AI while avoiding its pitfalls. Join us to finally harness AI to boost, not damage, your media relationships.
You'll discover:
- How to use the "AI Decision Matrix" for more effective, targeted media outreach.
- AI tools for media relations: Using AI to craft press releases, build crisis strategies and draft media pitches.
- Practical strategies to avoid AI-driven missteps that can damage media relationships.
- How to avoid AI's potential to mislead and fake authenticity in PR communications.
- Live experiences showcasing AI's capabilities and pitfalls in a real-world PR context.
The public now experiences multiple touchpoints when interacting with a brand. That means you need to deliver one consistent brand story across the entire PESO spectrum. But even that’s not enough anymore. Join to discover how to elevate your omnichannel storytelling by embracing the unexpected — so you can seize amazing new opportunities for sizzle before they fizzle.
We’ll uncover:
- Defining and orchestrating agile “Omnichannel” brand-building in today’s always-on content mix.
- Ensuring “Authenticity” — and why it matters more than ever in the AI era.
- Practicing “Unexpected” brand storytelling: Seizing surprising opportunities — examples from Master Chef to Broadway.
- 5 strategies to harness the power of authentic, always-ready stories across the PESO spectrum:
- Building an authentic, audience-centered vision and voice.
- Building a story pipeline.
- Building and sharing media-ready packages — for mainstream and social media alike.
- Building agility: Adjusting to 24/7 demands (including weekends and holidays).
- Breaking what you built: Seeking out instead of freaking out about unexpected media opps.
More than 5 billion people worldwide are already actively engaging with AI and Web 3. Join this primer so you don’t fall behind — and discover how to quickly move your brand story, messaging and career forward by harnessing the latest in today’s exciting new tech.
You’ll discover how these powerful tools can help with:
- Creating more targeted, personalized messaging to engage PR audiences.
- Streamlining content creation (AI generated images, posts and more).
- Optimizing content creation and distribution across various platforms.
- Parsing huge amounts of data to identify trends, sentiment and other insights that can inform and even radically reshape your PR strategies.
Together, we'll focus on:
- How the reaction to a TV presenter’s criticism of the government amplified a crisis in the UK.
- How a global automotive brand won the trust of a community.
- Handling crises: How to leverage real-time data in media relations when bad news strikes.
- Seizing the moment: Techniques for tapping real-time data to spot and leverage opportunities.
Come see what it takes to stand out in today’s busy news cycle. Our newsroom insiders will share how to turn heads and earn headlines by prioritizing authenticity, human-driven stories and fresh perspectives. Don’t miss this chance to hear relationship building and pitching tips from editorial gatekeepers who can either bless or blast your news.
You’ll hear:
- Nurturing connections: How to develop strong relationships with busy journalists.
- Angling for success: Story pegs and hooks to help your news spark interest.
- Pitch anatomy: Templates and tips for email, phone or social media pitches.
- DEI vs DOA: The importance of diversity in media relations — how to ensure more inclusive language, messaging, visuals and spokespeople in your outreach.
- The pitch is right: Step up and take your best shot in our interactive pitch forum.
According to the Pew Research Center, 94% of journalists and 50% of the public believe misinformation is a growing problem — one that also can become a crisis for PR unless we’re part of the solution. Join for new stories, examples and strategies to build trust and coverage by becoming a credible source for your audiences in the newsroom, boardroom or living room.
You’ll discover:
- Examples of mis/disinformation — and inspiring responses to emulate.
- Three essential filters to apply to your mis/disinformation responses.
- The increasing role of "owned" content in winning the war on misinformation.
- How to provide clarification, corrections and background in a 24/7 news cycle — here at home and internationally
(including when and how to offer exclusive insider access to influential journalists to counter bogus claims). - The 8 Trust Indicators: What trustworthy news looks like—and how to inoculate the public against misinformation.
- What the next generation of mis/disinformation looks like — and how to protect your brand reputation before it happens.
ChatGPT isn’t going to replace your professional value (but it might help with a rough draft!). And AI isn’t a threat — it’s a tool that can augment your writing process and even help polish your prose. But in media relations where clear, correct and creative copy are the coin of the realm — you also need to be able to write like the journalists you work with.
In this session, you’ll learn:
- Principles of powerful newsroom writing: The building blocks of stronger copy.
- How reporters spark engagement with emotion, energy and creativity.
- Making it “click”— secrets of sticky headlines, subject lines, teasers, leads and CTAs.
- AP and editing hacks: Quick tips to ensure clear, concise and even creative copy.
- AI bonus: How to incorporate ChatGPT and similar tools into your PR writing — from brainstorming to drafting press releases, pitches and even posts.
The public, press and investors are demanding greater transparency and accountability — on everything from your social and environmental impact to your commitment to DE&I. Join for a plan to deliver on these expectations by taking control of your narrative (and shortening your annual reports into digestible stories) and ensuring that your purpose-driven journey is accurately and authentically conveyed.
You’ll learn:
- The building blocks of a corporate reputation program grounded in values.
- How to assess where you are on your org’s ESG and DE&I journeys.
- How to communicate your purpose and impact with authenticity and credibility.
- Understanding how and when to engage on social issues to drive trust, loyalty and reputation.
- Winning strategies, angles and pitches to position your purpose-driven programs and wins to receptive outlets.
- Issues to consider when tapping employees as brand ambassadors to help spread the good news.
Can’t-miss updates, outstanding stories and captivating multimedia are the foundations of compelling press releases and online newsrooms. Nailing all three can be a tall order in today’s news glut and breakneck pace. Hear the latest tools, techniques and innovations others are embracing to grab big-time attention on smaller (or no) budgets.
You'll learn:
- Data-first strategy: A brand journalism strategy that drives organizational goals.
- Writing: Machine-learning tools to craft better releases and newsroom content.
- Multimedia: Visual content that instantly makes your updates more shareable, including AI-generated images, videos and infographics.
- Social: The latest plug-ins and widgets to integrate into online newsrooms.
- SEO: New tactics to rank higher in search engines, not just with journalists.
Thought leadership isn’t just placing execs and SMEs in the press or at a podium. You must empower these influential voices with a real POV and a story to tell — and then deploy the right mediums to share the perspective and the right metrics to measure the impact. Join to hear how to demonstrate your value using thought leadership content, how economic conditions might influence your approach and how to showcase thought leaders using a system proven to turn ideas into compelling articles, posts or talking points.
You’ll learn:
- Findings from Edelman's annual B2B Thought Leadership Impact Report.
- How a tough economic landscape will shift your approach to thought leadership and how to continue to resonate with decision makers even as budgets shrink.
- What kind of thought leadership content helps an organization communicate its value and — how to measure the impact.
- How to create a "Culture of Thought Leadership" at your organization, including PR's critical role (lessons from Harvard).
- Ideas for implementing thought leadership programs with little budget — an introduction to a 3-step "story finding" process to elevate your SMEs.
A crisis is always smoldering for a PR pro tasked with “putting out the fire.” But like a firefighter, you can take measures to assess a crisis, act quickly and respond to minimize damage and protect your organization’s reputation. Join this session grounded in two high-profile case studies to discover how to keep cool when the heat is on.
You’ll learn:
- The top crises facing organizations now — from cyberattacks to economic shortfalls, layoffs and even geopolitical or social issues.
- Guiding principles: How to respond in a measured, ethical way — from gathering the facts and stakeholder expectations to setting objectives for resolving the crisis.
- Anatomy of a crisis plan: What to include and not include, based on two high-impact examples.
- Insights and tools for managing social media during a crisis.
Join us for this engaging fireside with Peter Cherukuri, the visionary who led data-driven innovation at Cheddar, POLITICO, Huffington Post and the Economist Group. We'll explore today's rapidly evolving media landscape, including changing ownership structures, emerging players, evolving business models and the utilization of generative AI tools and disruptive technologies in the press.
You’ll hear:
- Unpacking today's media ecosystem — plus strategies to forge relationships amid M&As and strategic partnerships.
- How to adapt PR strategies to evolving media business models: A look at changing revenue models, such as subscription-based content and native advertising — and innovative approaches to help you align with these monetization strategies.
- Maintaining brand visibility and audience engagement through content marketing and sponsored content.
- Embracing your inner innovator: Successfully integrating disruptive technologies like AI and VR/AR into your PR planning, campaigns and storytelling — including the ethical considerations around AI-driven content generation.
We’ll share the top tactics and strategies from the conference as you prepare to implement these ideas for your organization.
- PR Daily’s State of Media Relations Report
- Media Relations Secrets: How to Craft a Winning Pitch
- Tips for Getting Press Releases Seen
- The Art of Storytelling Guide
- Dictionary of Public Relations Measurement and Research
SPONSORS & PARTNERS
Want to become a sponsor? Get in touch with our team to discuss sponsorship opportunities.
WHO SHOULD ATTEND?
You should attend if you spend at least a quarter of your time in any of these areas:
- Public Relations
- Media Relations
- Corporate Communication
- Brand Journalism
- Reputation Management
- Crisis Communications
- Issues Management
- Social Media
- Storytelling
- Writing and Editing
- Measurement and Evaluation
- Executive Communication
- Brand Management
PRICING
Join us for the Media Relations Conference:
| ADVANCED | EARLY BIRD | VIP | REGULAR RATE | |
|---|---|---|---|---|
| Conference All-Access Passincludes the Pre-Conference Workshops | ||||
| Standard | $2,099 | $2,199 | $2,399 | $2,499 |
| Nonprofit/Gov | $1,899 | $1,999 | $2,199 | $2,299 |
| Ragan Insider | $1,849 | $1,949 | $2,149 | $2,249 |
| Conference Registration - Individual | ||||
| Standard | $1,499 | $1,599 | $1,799 | $1,899 |
| Nonprofit/Gov/Edu | $1,299 | $1,399 | $1,599 | $1,699 |
| Ragan Insider | $1,249 | $1,349 | $1,549 | $1,649 |
| Conference Recording On Demand | ||||
| $999 | $999 | $999 | $999 | |
Group Discounts
Would you and your team like to attend? Group pricing is available when registering!
RAGAN COUNCIL MEMBER DISCOUNTS
Membership includes free registration passes. Contact Shallon Blackburn for more information on becoming a member.
PR PRO EXCLUSIVE
Membership includes free registration to the Media Relations Conference. Contact Shallon Blackburn for more information on becoming a member or to register.
RAGAN INSIDER DISCOUNTS
Insiders receive $250 off current rates. Not a Ragan Insider? You can become one during registration for this event!
WONDERING IF YOU SHOULD ATTEND?
Here’s what past attendees are saying about Ragan and PR Daily Events!
For communications professionals seeking tangible, actionable takeaways, Ragan events are the gold standard.
I was so inspired after attending the conference - so many exciting ideas and projects that I want to start at my company as a result of the insight that was provided.
This conference was full of tangible take-aways and opportunities to network with other professionals. I was impressed by the quality of the presenters and the attendees. I will be back!
Attending a Ragan conference as a communications practitioner is like going to summer camp. You find “your people,” bond, and vow to come back again. I can’t wait until next time!
The National Press Club
529 14th Street NW,
Washington, DC 20045
(202) 662-7500
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