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WORKSHOPS

Improve your results at one of four intensive workshops

(Note: Separate fees for these events: full-day workshops $995 for Media Relations Summit 2007 attendees, $1,395 for non-attendees; half-day workshops $495 for Media Relations Summit 2007 attendees, $695 for non-attendees.)

1. Message Mapping: Cornerstone of Powerful Corporate Communications

(Sunday, April 6, Half-Day Workshop)

This workshop will vault your communications skills—and value to your organization—to the masters level. This amazing mapping technique gives you tools to help your top executives develop clear, powerful points, then translate these messages into a wide variety of lucid communications vehicles. Most importantly, your entire organization will always remain "on message." You'll specifically learn to:

  • Lead top management to solid, message-worthy conclusions
  • Turn weak, fuzzy messages into a strong, convincing "home base"
  • Secrets of creating "high-level" strategic messages every time
  • Create consistent messaging for all your divisions and products
  • Use message mapping tools to manage interviews, crisis communications and reputation

Presented by Tripp Frohlichstein, President,
MediaMasters Training. A former CBS TV newsroom manager and TV news critic, Frohlichstein has trained thousands of communications professionals on handling
interviews, message development, crisis management and presentation skills. His presentations on message mapping at Media
Relations Summits are consistently rated the highest among all PR skills sessions.

2. Social Media Strategies for PR: Intensive Hands-On Bootcamp

(Sunday, April 6, Full-Day Workshop)

Social media is clearly the biggest opportunity—and challenge—facing PR practitioners today. Consumer-generated media, like YouTube, plus search engine optimization for websites and news releases, plus corporate blogs and relations with industry bloggers—they're all turning our profession upside down. This workshop will not only make you your company's expert on social media, you'll also come home with a complete social media strategy outline for your company or client.

  • Learn how to monitor social media and blogs cost-effectively, so you know when you're mentioned (or maligned)
  • Secrets of "organic" search techniques—how to double, even triple your visibility without spending a cent
  • Insider's tools you can and should use to plan your search strategy
  • How to profitably take part in social networking sites . . . without getting burned
  • Dozens of free tools you can use to evaluate and implement social media programs
  • Detailed case studies highlighting best practices you can emulate

Presented by Sally Falkow, APR, President,
and Doug Hay, CEO, Expansion Plus Sally Falkow is the industry's highest rated speaker on technology topics for Bulldog Reporter. She's the expert on the wide range of PR 2.0 topics, but especially on social media—and she knows how to make technology crystal clear. Her partner, Doug Hay, is also a veteran speaker and consultant on marketing technology topics.

3. Ultimate Corporate Spokesperson: Advanced Media
Training

(Sunday, April 6, Full-Day Workshop)

Learn to handle even the toughest interview with total confidence and powerful message focus. Discover techniques for creating memorable messages, retaining them under fire and delivering them with credibility. You'll also learn to create quotable sound bites every time you speak to the press. Finally, you'll gain valuable skills you can teach to your top executives. Includes "on air" video practice and review. You'll specifically learn:

  • Rules for anticipating your interviewer's questions
  • Use the "Power of Three" in crafting your platform
  • Giving the media the message they (and you) want most
  • Nine kinds of sound bites and how to remember them
  • When "I don't know" is the absolute best answer
  • When it's permissible to rewrite the reporter's question
  • Why negative answers are always wrong—and how to avoid them
  • What should be on the "cheat sheet" you take into every interview

Presented by TJ Walker, President, Media Training Worldwide. TJ Walker is the world's most widely published and produced media trainer, bringing more than 20 years experience training CEOs, authors and experts. He's also the top-ranked media trainer at Bulldog Reporter's Media Relations Summits.

4. PR Power Writing: How to Create Press Materials That Move Editors

(Wednesday, April 9, Full-Day Workshop)

Learn the secret ingredients of successful press releases, pitch letters and backgrounders—in print and online. Also discover how to write all your communications more powerfully and persuasively, so editors respond eagerly and with respect. Come prepared to work: You'll write half a dozen practice pieces and get them all constructively critiqued. You'll specifically cover:

  • Secrets of irresistible subject lines and headlines
  • Seven journalistic elements that must be in every press release
  • How to target your press writing to editors and your management
  • Three qualities that make reporters love to open your pitch letters
  • Five-point test for every release: Make sure yours pass every time
  • Writing press materials to boost your search engine ranking
  • Ten "cursed" words that send your releases into the wastebasket

Presented by Michael Smart, News Director, Brigham Young University; President, Michael Smart Public Relations. Michael is a former journalist and college writing instructor who has won numerous regional and national awards for PR writing. He's also Bulldog Reporter's topranked media pitching trainer. 10