Event Profile

Media Relations 101 - CANCELLED

May 28, 2020
Northwest Public Power Association
9817 NE 54th St, Ste 200
Vancouver, WA 98662 


This event has been cancelled and rescheduled virtually. Please visit Media Relations 101 webinar for details and registration information.

For questions or to find out more, please contact Roy Cevallos at (360) 816-1446 or roy@nwppa.org.

Who Should Attend:

Marketing, public relations, and communications employees, as well as any employee with an interest in media relations.

Related Events:

Putting the Public in Public Relations, May 27, 2020

Course Overview:

This course 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.

Course Objectives:

  • How the changing media landscape (decline in newspapers, rise of social media, etc.) has shaped views about the media
  • What earned media is as defined by the PESO model of communications (paid, earned, shared, and owned)
  • Tips, techniques, and tools for working with news reporters and editors
  • What motivates the media
  • Differences between newspaper reporters, TV reporters, radio reporters, and bloggers
  • Media goals vs. public relations goals
  • What makes something newsworthy? How to identify and act on newsworthy story ideas.
  • Story idea “mapping” exercise

Course Instructor:

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

Course Schedule:

Registration will begin at 8 a.m., and the class will run from 8:30 a.m. to 4:30 p.m. Lunch, as well as morning and afternoon breaks, will be provided.

Course Location and Hotel Information:

Northwest Public Power Association
9817 NE 54th Street, Suite 200
Vancouver, WA 98662
(360) 254-0109

Suggested Hotels:

Best Western (.5 miles from training location)
9420 NE Vancouver Mall Drive
Vancouver, WA 98662
(800) 528-1234

No rooms have been blocked for this meeting. Please call the hotel or go online to get the best available rate for sleeping rooms.

Heathman Lodge (1.2 miles from training location)
7801 NE Greenwood Drive
Vancouver, WA 98662
(360) 254-3100

No rooms have been blocked for this meeting. Please call the hotel and mention NWPPA to receive our corporate rate.

Course Fees:

Utility Member Early Bird (ends 4/27/2020): $330
Utility Member Standard: $405

Associate Member Early Bird (ends 4/27/2020): $495
Associate Member Standard: $570

Non-member Early Bird (ends 4/27/2020): $990
Non-member Standard: $1,065

Cancellation Policy:

Cancellations are accepted, with full refund, if request is made at least 30 days prior to the course. Within 30 days, fees are as follows: 15-29 days, $100; 1-14 days or "no show," 100% of registration fee. When possible, please send a substitute instead of canceling; NWPPA does not charge a fee for substitutions.

Continuing Hours:

This course qualifies for six continuing hours. Certificates are issued upon full completion of the course.

For More Information:

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