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MEDIA RELATIONS CONFERENCE JUNE 5-6, 2024 | WASHINGTON, D.C.


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DON'T MISS THE EXCITEMENT
101
Days
:
10
Hours
:
18
Minutes
:
32
Seconds
Score more coverage • Navigate the changing media landscape • Develop winning
pitches • Craft compelling stories • Combat disinformation • Manage crises •
Increase reach and ROI

Are you fighting to stay relevant and recognized in today’s rapidly evolving
media landscape? The flurry of new media channels, shuttered outlets and
always-shifting social media platforms can make it more challenging than ever to
earn attention in today’s diminishing news spaces — especially when coverage
seems dominated by topics such as AI or the election cycle.

Join us June 5-6 for PR Daily’s Media Relations Conference to cut through the
clutter and confusion. You’ll be hosted at the iconic National Press Club in
Washington, D.C., for an event guaranteed to guide you through these challenges
— and help you successfully turn heads and earn headlines for your brand, news,
execs or story. You’ll leave equipped with the strategies, insights and skills
needed to tackle challenges and keep your media relations game strong.

From interactive pitch sessions and deep dives on the latest AI tools to
discussions about new strategies to counter dis- and misinformation while
leveling up your press releases and storytelling prowess, our media mavens, PR
execs and instructors will arm you with all you need to succeed.

REGISTER NOW

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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.



FEATURED SPEAKERS








AGENDA

 * PRE-CONFERENCE: JUNE 5
 * MAIN CONFERENCE: JUNE 6

8:00 a.m.-12:00 p.m.
Certificate Course
Visual Storytelling

Register for our in-person certificate series to revolutionize your approach to
storytelling. You’ll learn how to create visually impactful—and
budget-friendly—content that captures the eyes and hearts of your intended
audience.

This visual storytelling course will equip you with toolkits, templates, and
techniques you need to take your content and messaging to new heights, gaining
authentic traction, placement and connections. You’ll leave this 4-hour course
with a Visual Storytelling Certificate from PR Daily.

Separate registration required.

12:30-1:30 p.m.
Measurement and Data-Driven Media Relations

It’s critical to quantify how media relations efforts contribute to a business
or organization’s objectives, whether those goals are driving sales or improving
visibility. Join us as we unlock the secrets to effective measurement strategies
that are meaningful and achievable. You’ll learn:

 * SMART Media Relations Frameworks: How to define and deliver specific,
   measurable, achievable, relevant, and time-bound objectives for your media
   relations goals that contribute to the overall mission and values of your
   organization.
 * Definitions: A deep dive into key KPIs you should watch—and how to you can
   affect them—including share of voice, earned media value, message
   pull-through, media quality score, return on engagement and return on
   impressions. Plus, how to identify the metrics that matter to your specific
   industry via competitive analysis.
 * Sentiment Analysis: How to tap into AI to measure the polarity and intensity
   of media coverage, as well as identify shifts over time, to help you
   understand how your brand is perceived and portrayed by the media.
 * Visualizing Success: How to analyze media coverage—and build dashboards that
   communicate data successfully and effectively to C-suite.
 * Review, Revise, Renew: How to calculate message resonance, review stakeholder
   and customer feedback via surveys, adjust messaging for media challenges, and
   set industry benchmarks for comparison.

1:45-2:45 p.m.
Crisis and Reputation Management

Your crisis plan begins today. In this hands-on session, we’ll review a crisis
framework against the most pressing challenges of 2024, including cancel
culture, reputational missteps amid political and societal turmoil, and
communicating layoffs. You’ll learn why careful stress testing of a response
plan—along with media training for key spokespersons and executives—are both
critical to a successful crisis response, plus:

 * Anatomy of a Crisis: Real-life case studies preemptive media relations
   efforts, such as Southwest's media tour ahead of the 2023 December holiday
   travel—as well as media relations moments gone very wrong, such as interviews
   by Elon Musk on X’s new strategy. Plus, and actionable takeaways you can
   include in your own response planning.
 * Media Training Strategies: How to successfully prepare an executive or
   spokesperson for a critical media tour, including drills on challenging
   questions, non-verbal communication exercises, and mock interview scenarios.
 * Crisis Assessment: How to quickly gather necessary information to accurately
   assess the scope, potential impact and key stakeholders for every crisis,
   including media monitoring media to measure and sentiment surrounding the
   event.
 * Response Triage: How to launch a coordinated, rapid response using the RACI
   matrix and pre-vetted holding statements that are situationally specific.
 * Resolution and Spokesperson Comms: Why the selection of an expert
   spokesperson, transparency without oversharing, empathy, and a proactive
   media strategy all play a role in shaping the narrative.
 * Measuring Reputation Impact: The post-crisis metrics for measuring the impact
   on the organization’s reputation, including media coverage analysis,
   stakeholder feedback and public sentiment.

3:00–4:45 p.m.
Interactive Pitch Perfect Workshop

Media closures, newsroom layoffs, and a shrinking news hole in the face of
election coverage and other macro news developments can make it difficult to
land a story. Earn headlines by prioritizing authenticity, human-driven stories
and fresh perspectives that impress influential media gatekeepers. This workshop
will walk you through how to create and improve relationships with journalists,
secure media attention and land more pitches.

 * The Structure of the Perfect Pitch: A playbook on how to tailor your pitch,
   including storytelling techniques, news pegs, how to demonstrate value, who
   to attach as a potential interviewee and exclusivity—plus, the email
   templates that work.
 * Understanding the News Cycle: How real-time monitoring and quick pitches on a
   breaking story can help you land coverage in a noisy and cluttered news media
   landscape—and how to build a multi-platform strategy for your pitch.
 * Leveraging Tech: How the strategic use of social media, AI, and media lists
   can enhance targeting and help you personalize your pitches.
 * Brand Journalism: Think like a journalist to craft newsworthy, pre-packaged
   and timely pitches grounded in the 5Ws+H framework editors love.
 * Interactive Pitch Session: Come prepared with your favorite stories to pitch
   directly to reporters from major news organizations in this rapid-fire PR
   Daily Pitch Tank.

5:00–7:00 p.m.
Attendee Reception

Network with your peers and make new connections during this opening night
reception featuring great food and drink.

8:00 a.m.
Registration Opens
8:15-8:45 a.m.
Breakfast Session
8:45-8:50 a.m.
Opening Remarks & Top Trends in Media Relations
8:50-9:15 a.m.
Keynote
9:15-9:30 a.m.
Table Talk

Unpack and discuss the insights from the keynote in an engaging roundtable
discussion with your fellow attendees. Be prepared to share thoughts, exchange
ideas, and network.

9:30-9:55 a.m.
Beyond the Headline: Mastering the Message Amid Mis/Disinformation

From memes like the $16 McDonald’s meal that went viral amid inflation concerns
to erroneous social media messages and even misleading AI-generated Sports
Illustrated “articles,” mis/disinformation is becoming increasingly
sophisticated—and so should our strategies for countering them before they erupt
into PR crises. This session outlines the latest of these threats in today’s
complex media landscape and how to counter them. We’ll discuss:

 * Top Threats: The most common types of media mis/disinformation faced by PR
   teams today—from fake social media accounts and counterfeit products to sham
   reviews, propaganda, clickbait and even deep fakes.
 * Research and Monitoring: How to research simmering threats using social media
   monitoring and media listening tools.
 * Prep and Training: How to prepare call centers, media relations teams and
   other internal partners on what to watch for and how to set the record
   straight when mis/disinformation breaks.
 * Fact Checking Your Content: Policies, processes and best practices for
   ensuring all your marketing and PR content is clear, accurate and credible.
 * Clarity and Corrections: When and how to offer timely clarification,
   corrections and comprehensive background information amidst the fast-paced
   24/7 news cycle.
 * AI and the Next Generation of Fakes: How to identify and address highly
   shareable deepfakes—plus advanced strategies to counter manipulated content.

10:00-10:25 a.m.
Future-Proofing PR: Navigating the Tech Tsunami with Smart, Secure AI

Almost 70 percent of PR pros already leverage AI in their work for idea
generation, press release creation, research, reporting and monitoring. After
all, AI can make your job easier—but only if you’re using the most reliable,
secure and user-friendly tools. We’ll cover:

 * Secure, Generative AI: How to use OpenAI’s custom GPTs to safely automate
   content generation tasks in your voice, generate ideas for pitches, serve as
   your private data scientist to crunch numbers, and create free-to-use images
   using the embedded Dall-E functionality.
 * Journalists and AI: How AI is being used in newsrooms, from interview notes
   and transcriptions via speech-to-text tools like Otter.ai to comment
   moderation on media platforms.
 * Press Releases and Automation: How AI can assist or optimize pitches, press
   releases and advanced media monitoring.
 * Media Databases: Database tools and media lists that are up-to-date—and why
   it’s also helpful to maintain your own living media database beyond MuckRack
   or Cision.
 * Measurement and Analytics: How to integrate AI and social, and which
   platforms include native AI-enabled analytics. Plus: Learn which data and web
   analytics software are providing real-time sentiment analysis, AI-powered
   narrative tracking and more.
 * Bonus Toolbox: Other AI or AI-enabled tools, including Brandwatch,
   Cleanup.pictures, Canva, Beautiful.ai and even Grammarly.

10:30-10:40 a.m.
Lightning Talk
10:40-11:00 a.m.
Peer-to-Peer Networking Break
11:00-11:45 a.m.
PANEL
Modern Journalists Spill All: How to Navigate the New Landscape

News consumption has evolved radically, shifting from traditional print and TV
to podcasts and digital spaces. Nearly 90 percent of U.S. adults say they often
or sometimes get news from a smartphone, computer or tablet—and 30 percent say
they get some of their news from TikTok. Discover what it takes to break through
in this new landscape firsthand from a  journalist, a producer, a podcaster and
a content creator. They’ll cover:

 * New Media Players: A deep dive into the new print media (Substack
   newsletters), the new radio (podcasts) and the new video journalism (TikTok,
   YouTube, etc.)—and how to score coverage.
 * Relationships First: How to build connections with influential new media
   journalists—including best ways to friend, follow and DM them on Twitter/X,
   LinkedIn and beyond.
 * Winning Pitches: Templates for winning email, DM or even in-person
   pitches—plus the best news pegs, trends, stats, exclusives and multimedia
   elements to include.
 * Follow-Ups and More: Why it’s important to be available post-pitch to help
   share out your target new media journalist’s story or post—plus how to help
   with follow-ups, second-day stories and more.
 * What’s Next: Exciting, new media formats and platforms journalists are
   experimenting with—and how to be a valuable resource to them as they adjust
   to emerging tech.

11:50 a.m.-12:45 p.m.
Interactive Session
Master Newsjacking: The Promise and Perils of Seizing the Moment

Attaching your brand to a news event or trendy topic by providing added insight,
analysis or sources can bring great rewards—including instant increased
visibility and relevance. But the practice can be fraught with risks—especially
when sensitive or even tragic topics are involved. Discover how to reap all the
benefits and none of the backlash when you join this interactive pitch session,
where you’ll test your news judgment and pitch craft on the fly with real
headlines ripped from the morning’s papers. Together, we’ll explore:

 * Risks vs Reward: How to safely balance the fickleness of trends, potential
   insensitivity, bandwagon backlash, sensationalism and other drawbacks against
   long-term benefits.
 * Monitoring the News Cycle: How to set up automatic new alerts and follow
   trending hashtags on Twitter/X and TikTok so you’re always ahead of the
   curve—plus how to evaluate the potential of a breaking news story.
 * Newsjacking Formulas: How to frame your pitch using various news story types
   depending on target outlet (e.g., analysis, recap, what’s next,
   behind-the-scenes, etc.)
 * Building Buzz Beyond: How to build longtail visibility for your newsjack
   placement—including via retargeting, social media campaigns, blog posts,
   webinars and more.
 * Measuring Success (and Failure): Why it’s crucial to keep your eye on your
   efforts—plus the KPIs to track to improve your newsjacking pitches in the
   future.
 * Winners and Losers: Lessons from big-time newsjacking pitches that went
   viral—plus examples of ill-advised publicity attempts and how to avoid their
   missteps.

12:45-1:45 p.m.
Networking Lunch
1:45-2:10 p.m.
CASE STUDY
Upgrading Static Online Newsrooms to Highly Shareable Social Hubs

Yesterday’s online newsrooms only attracted the press (and even then, in a
limited way)—whereas today’s social media newsrooms transform your announcements
into must-view content for the public and the press alike. Join this session to
see what it takes to transform your online newsroom into an exciting hub that
drives coverage and public awareness with highly-shareable multimedia content
that also helps feed your organization’s content funnel, driving engagement on
your top social media platforms and beyond. You’ll learn:

 * Assess and Audit: How one organization conducted a content audit to assess
   strengths, weaknesses and new opportunities for wider reach—so you can do the
   same.
 * Refined Content Processes: How to build a library of social media-ready
   images, video clips and infographics without breaking the budget or straining
   resources.
 * Allies and Partners: Why and how to train internal partners, execs and
   employee advocates to help create valuable thought leadership content to feed
   into your hub.
 * Anatomy of a New Social Media Newsroom: Essential elements to include—from
   media contacts and multimedia news releases to aggregated social media
   widgets, interactive videos, infographics and even auto-play podcasts.
 * Metrics First: Explore the goals set for its social media program,
   emphasizing the transformation of social media presence and increasing
   employee advocacy.
 * Key Lessons: How accessible assets resulted in more social sales—driving the
   bottom line.

2:15-2:35 p.m.
Lightning Talk
2:35-2:55 p.m.
Peer-to-Peer Networking Break
2:55-3:40 p.m.
PANEL
Measuring Up with PESO: How Media Relations Pros Can Prove ROI

Successfully measuring your efforts lets you showcase the depth and impact of
your hard work—so you can pinpoint new opportunities, improve your messaging
strategies and even increase your budget. Yet too many in media relations rely
on outdated measurement methods and vanity metrics that fail to integrate paid,
earned, shared, owned and social media efforts (PESO)—and therefore struggle to
be seen as strategic advisors to leadership. Join three panelists as they break
down how they’re making informed, data-driven decisions grounded in evidence—so
they can prove their value to the bottom line and improve their PESO
performance. We’ll uncover:

 * KPIs Execs Expect: The quantitative and qualitative measurements that
   leadership most wants to see—from competitive benchmarking against positive
   coverage to share of voice, website traffic, social media sentiment and even
   leads/sales growth.
 * Paid Media Impact: How to measure the direct impact of paid advertising on
   brand awareness, how it can effectively supplement media placement and
   organic reach, and how to determine the most cost-effective budget allocation
   plans.
 * Earned Media Analytics: Essential analytics tools to measure the impact of
   media coverage, plus: how to quickly analyze KPIs like EMV to make
   data-driven recommendations for improvements.
 * Shared Media Strategies: How to evaluate the effectiveness of your social
   media campaigns—plus, how to track media coverage’s impact on social.
 * Owned Media Optimization: New ways to monitor and adjust the value of your
   organization’s original content across your websites, blogs and online
   newsrooms.
 * Telling the Story: Techniques to present your measurement successes in a way
   that execs will understand—plus the infographics, dashboards and tools that
   make it seamless.
 * Benchmarking Best Practices: Real-world examples of how other teams are using
   measurement to elevate their media relations strategies.

3:45-4:05 p.m.
Media Training: Transforming Reluctant (or Ego-Driven) Execs into Stellar
Spokespeople

Excellent interviews don’t just happen, they take work—and placing an exec at a
podium without preparation is a sure recipe for disaster. That’s why PR pros
must educate, elevate and empower their organization’s more influential voices
with the right media messages and delivery techniques and then deploy them
across the right mediums. In this session, you’ll learn about:

 * Selling Media Training: The metrics and competitive comps you need to
   demonstrate the value of media training to stubborn or resistant leadership.
 * Building Trust: How to develop a rapport with your spokesperson, allowing you
   to give direct feedback—and how to make your media coaching interactive and
   learner-friendly.
 * Interview Preparation: Techniques to prepare spokespeople for various types
   of engagements, from internal events and townhalls to broadcast, digital and
   even print interviews.
 * Leveraging Thought Leadership: How executive communications can help shape
   the reputation of your company, articulate brand values, build community and
   draw interest from potential customers, partners or employees—plus, the best
   LinkedIn formats.
 * Body Language: What to wear, how to sit and which micro-expressions to be
   aware of during interviews—and why you should tape your execs during coaching
   sessions.
 * Delivering Bad News: How to prep execs to field and answer tough questions
   from the media, analysts and even employees—plus easy hacks to stay on
   message.

4:10-4:55 p.m.
Interactive Session
From Crisis to Confidence: Proven Strategies, Playbook and Insights

Many organizations still believe a crisis won’t happen to them. But crises are
inevitable—it’s how you respond that determines whether you survive or thrive
when it’s all over. Join this deep dive into a high-profile crisis for a
breakdown of what works and what doesn’t when bad news breaks. Then, we’ll
critique two lackluster press statements tied to a reorg and reputational issue
together—and workshop improvements based on a fresh set of facts and
organizational goals. We’ll cover:

 * Practical Crisis Plans: Essential steps for effective crisis communications,
   from scenario planning to the development of rapid response teams, fact
   sheets, message templates, holding statements, debriefing templates and more.
 * Tailoring Your Playbook: Insights into crafting a comprehensive crisis
   management playbook tailored to your organization's needs, audience and most
   likely scenarios.
 * Social Listening: How to execute an effective social listening strategy so
   you can spot simmering crises before they erupt on X, Facebook, Instagram,
   LinkedIn and more.
 * Reputation Monitoring: How to cull and act on real-time insights as crises
   evolve.
 * AI & Tech: How AI automation is helping comms teams streamline response times
   and minimize missteps when every moment counts—including employing chatbots
   and virtual assistants to quickly provide accurate information to concerned
   audiences.

4:55-5 p.m.
Baker’s Dozen and Closing Remarks



REGISTER NOW

SPEAKERS

Speakers will be announced soon.


 

INTERESTED IN SPEAKING?

Please reach out to Director of Conferences
Alyssa Smith.

WHAT YOU'LL LEARN

 * Master Storytelling and Brand Journalism: Craft headline-earning narratives
   you can use to win over the press and public—while filling your own content
   channels.
 * Build Relationships with Media Gatekeepers: Research, reach and win-over
   influential editors with compelling news, stories, data and exclusives.
 * Battle Mis/Disinformation and Crises: Defend your brand against the latest
   crises and threats—from social media memes and deep fakes to gotcha
   journalists and even cyber-attacks.
 * Revitalize Press Releases and Online Newsrooms: Elevate your PR writing
   skills with AI assistance—from crafting catchy headlines and detailed nut
   graphs to compelling CEO quotes and more—plus how to amplify your reach with
   smarter online newsrooms.
 * Sharpen Pitches in the Election Cycle: Craft timely, can’t-miss pitches sure
   to stand out in any news hole—plus newsjacking hacks to stay relevant during
   election season.
 * Measuring and Showcasing Success: The best new measurement and monitoring
   tools to media hits and prove ROI for your PR efforts—plus how to present
   wins to your boss for more budget and influence.
 * Future-Proofing PR with Tech: How to reinvent and reinvigorate your PR
   efforts with real-time media databases, AI-driven analytics, shareable
   multimedia, new SEO tools, emerging social channels and even paid social.
 * Reach Wider Audiences: Transform DE&I wins into coverage—while ensuring your
   PR copy and communiques reflect the diversity of your public and the press
   you pitch.


PRICING


JOIN US FOR THE MEDIA RELATIONS CONFERENCE:

SWIPE

ADVANCED
Until 3/11/2024 EARLY BIRD
Until 4/5/2024 VIP
Until 5/3/2024 REGULAR RATE Conference All-Access Passincludes the
Pre-Conference Workshops Standard $2,499 $2,599 $2,699 $2,799 Nonprofit/Gov
$2,299 $2,399 $2,499 $2,599 Ragan Insider $2,249 $2,349 $2,449 $2,549 Conference
Registration - Individual Standard $1,899 $1,999 $2,099 $2,199 Nonprofit/Gov/Edu
$1,699 $1,799 $1,899 $1,999 Ragan Insider $1,649 $1,749 $1,849 $1,949 Conference
Recording On Demand $999 $999 $999 $999


Add to your Media Relations Conference registration!

Visual Storytelling Certificate Course

June 5, from 8 a.m. - 12 p.m.

Register for our in-person certificate series to revolutionize your approach to
storytelling. This visual storytelling course will equip you with toolkits,
templates, and techniques you need to take your content and messaging to new
heights, gaining authentic traction, placement and connections. You’ll leave
this 4-hour course with a Visual Storytelling Certificate from PR Daily. Add the
Visual Storytelling Certificate Course to your registration for just $899.


On Demand
For those who can’t attend the conference live, an on-demand option is available
during the registration process.
Get your tickets early and save. Discounts are also available for the following:

Group Discounts
Would you and your team like to attend? Group pricing is available when
registering! Contact Shallon Blackburn for more information.

RAGAN COUNCIL MEMBER DISCOUNTS
Membership includes free registration passes. Contact Shallon Blackburn for more
information on becoming a member.

RAGAN INSIDER DISCOUNTS
Insiders save on all Ragan events. Not a Ragan Insider? You can become one
during registration for this event!

RESERVE YOUR SPOT



LOCATION
Conference Venue Information:
The National Press Club
529 14th Street NW,
Washington, DC 20045
(202) 662-7500
Visitor Info


Here are some hotel suggestions that are near the National Press Club.

 * JW Marriott Washington DC
   
 * The Willard InterContinental Washington
 * Hotel Washington

EXTEND YOUR STAY IN WASHINGTON, D.C. AND EXPLORE ALL THAT OUR NATION’S CAPITAL
HAS TO OFFER:

 * 70+ museums
 * 160+ monuments and memorials

 * 25+ national parks
 * 2,200+ restaurants

You can even contact your Representative in advance to set up a tour of the
White House and Senate Buildings.



BONUS MATERIALS
 * 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.

Let's Partner!

RAGAN GIVES BACK
A portion of proceeds from this event will be donated to Ronald McDonald House
Austin, who work with local hospitals to allow families access to specialized
medical treatment by providing a place to stay at little or sometimes no cost.


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 Communications
 * Brand Journalism
 * Reputation Management
 * Crisis Communications
 * Issues Management

 * Social Media
 * Storytelling
 * Writing and Editing
 * Measurement and Evaluation
 * Executive Communications
 * Brand Management

GET RECOGNIZED!

Each registration comes with a personalized "Media Relations Conference"
Certificate of Completion for attending.

REGISTER NOW


WONDERING IF YOU SHOULD ATTEND?

Here’s what past attendees are saying about Ragan and PR Daily Events!

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> The PR Daily Media Relations Conference is a highly informative event for PR
> pros looking to connect get first-hand insight on emerging trends impacting
> the profession.

> I came away from the Media Relations Conference with a lot of actionable ideas
> that I can put into practice almost immediately. It was also nice to hear
> perspectives from people in a variety of industries and backgrounds.

> PR Daily’s Media Relations Conference was a fantastic way to learn more not
> only about the state of media relations but to connect with other
> professionals outside of my market and hear from PR power-players about the
> future of AI and make meaningful connections with the media.

> The Media Relations Conference offers a true insight into the world of a
> current working journalist. Instead of PR talking to one another about what
> MIGHT be, we heard about the reality of covering beats and issues.

> Excellent content delivered in an accessible way in a friendly environment.



MEET THE PLANNING COMMITTEE

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KEEP UP WITH THE LATEST!

The conference fun doesn’t start and stop at the event! Follow us on socials and
sign-up for update emails.

Contact us for group rates and share with friends!


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HAVE ANY QUESTIONS?

REGISTRATION

For questions related to event registrations, please contact:

Shallon Blackburn
Director of Client Services
ShallonB@ragan.com

SPONSORSHIP

If you’re interested in sponsoring this event, please contact:

Hannah Lavelle
312-960-4628
Sponsorship@ragan.com

PROGRAM

For information on programming and speakers, please contact:

Alyssa Smith
Director of Conferences
AlyssaS@ragan.com

#RaganEvents


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