Training and consulting customized to meet your needs


Event Details


Description: This practical workshop helps participants learn how to develop and manage their interactions with the media, including targeting mainstream and non-traditional news outlets, using an understanding of media processes and culture to develop story ideas and turn them into news releases, and then pitch them to reporters, editors, and members of the “new media” along with cogent collateral materials.

Topics include:

  • Identifying relevant media contacts and creating a “database” to help target them
  • Initiating, developing, and maintaining relationships with media contacts
  • Devising news and “feature” stories about issues relevant to your organization’s mission and goals
  • Crafting news releases that increase your chances of getting your stories and programs covered
  • Choosing the right “hook”, approach, and collateral materials to pitch your news release

Exercises include analyzing media platform characteristics and tailoring messages to them, developing message language and imagery, and outlining news releases and pitches. Participants are encouraged to bring current communications projects to use in exercises.

Presenter: John Wilner has spent more than 30 years working for a variety of non-profit organizations (and a few for-profit ones) as a researcher, reporter, editor, publications director, and communications consultant. With a background in public policy, journalism, and editorial production, he has spent decades helping non-profit groups develop and deliver messages to a wide range of audiences, including the news media. He also currently serves as a communications advisor for the Social Enterprise Greenhouse.

Cost: $75.00 (inquire about group discounts). Includes refreshments and workshop materials and templates that participants can use and customize for their organizations’ specific needs.

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"I recommend that executive directors and senior leaders of organizations take this workshop. It's so important."

Amanda O. Woonasquatucket River Watershed Council February 6, 2019