Event Profile

Media Relations 101

June 17, 2020


Thank you for your interest in this event. Registration for this webinar is now closed. For questions or to learn about future opportunities please contact Roy Cevallos at (360) 816-1446 or roy@nwppa.org.

Who Should Attend:

Policy makers, managers, communications employees, public relations employees, and customer service representatives.

Related Event:

Putting the Public in Public Relations, May 27, 2020

Webinar Overview:

The workshop is designed to provide hands-on, interactive instruction and concepts for working directly with the media to generate news coverage of positive-oriented utility actions, and to minimize negative news coverage during an emerging issue or crisis. Participants will gain knowledge, tips, techniques, and skills in creating key messages; conducting interviews; avoiding media traps or pitfalls; and pitching stories to the media through emails, news releases, and/or social media.

Attendees will have an opportunity to schedule an individualized session with the instructor on June 30. There is no additional fee for this session.

Webinar Objectives:

Participants will:

  • Gain a greater understanding of what motivates journalists, the methods they use to conduct interviews, and how the changing media landscape has made it more difficult to generate positive news coverage of your utility.
  • Learn how to create and deliver effective key messages for use during media interviews and other communications efforts.
  • Get tips and tools to help you prepare for and conduct media interviews that will enhance your utility’s image and convey its mission, vision, and values.
  • Understand how to identify a newsworthy story idea about your utility and then pitch it to journalists.
  • Gain hands-on experience writing key messages and email story pitches, with follow-up personal feedback from the instructor.

Webinar Instructor:

Lance Robertson, Instructor, School of Journalism and Communication, University of Oregon; and Owner, LF Robertson Communications LLC

Webinar Sponsor:

Webinar sponsored by Pioneer Utility Resources

Webinar Schedule:

The webinar will be held from 1-3 p.m. Pacific Time. Attendees will be admitted 15 minutes before the webinar begins. The course is only available live; no recording will be made available. Attendees will have the opportunity to schedule time with the instructor for an individualized session after attending the webinar.

How to Participate:

Instructions will be emailed to attendees 24 hours before the webinar and we recommend that you test the link to the meeting as soon as you get the instructions. The webinar is best viewed using Internet Explorer as your browser. We recommend that you use a landline for both your phone and your internet connections.

This registration is for one person to attend. We manage our webinars on an honor-system basis; if more than one person from a utility wishes to attend, each is to register separately.

Webinar Fees:

Utility Member Rate: $90
Associate Member Rate: $135
Non-member Rate: $270

For More Information:

To find out more about this event, or to learn about other events, view the Training and Event Catalog.