In today’s social media-driven world, gaining editorial coverage of your business, service or product is still one of the best, and most cost-effective, ways to connect with your audience(s). Whether it’s the foundation of a strong media campaign, drawing attention to a local fundraising event, or announcing a major corporate takeover, learning how to effectively ‘pitch’ your business, product or service to reporters/producers is critical to generating positive media coverage with the potential to build your brand, drive sales and further your reputation. Learn how to effectively share newsworthy information with an aim to capture media attention and secure earned coverage.
- Overview of the current media landscape, and a new era of content creators.
- Reactive versus proactive media relations, and why both add value.
- How to create your own media pitch.
- What a press release/advisory is, and why it’s important.
- Critical elements of release structure including developing your boilerplate.
- The media release dissemination process.
About the Presenters:
Allison Morris Rosnak, principal, Good Word Communications
With more than 20 years of internal and external comms experience in the agency and corporate worlds, Allison is known for her writing and editing skills, media training leadership, crisis and issues management knowledge, media relations experience and a serious love affair with sarcasm AND Starbucks.
She is the former manager of Communications and Media and Editorial for two of Ontario’s leading post-secondary institutions where she had oversight of communications and built, fostered and maintained relationships with key stakeholders in Durham Region and across the GTA. Prior to joining the academic sector, Allison honed her talent at one of North America’s leading traditional public relations agencies, executing communications programs for several high-profile brands including MasterCard and Panasonic as a well as a boutique communications firm specializing in the high-tech space.
With an unwavering dedication to generating results for her clients by encouraging calculated risks and bridging strategy with innovation, Allison thrives on positively shaping a company and/or brand’s image and clearly communicating an organization’s message(s) to stakeholders to drive business growth.
A mom of three, avid runner, and spin instructor (who consistently struggles to find time to teach a class but refuses to give up the dream!) Allison is a former communications professor and is currently completing her Master of Interdisciplinary Studies with a focus on two of her favourite things – communications and leadership.
Krista Luxton, communications associate, Good Word Communications
A proud grammar nerd, Krista’s passion for PR, communications, writing, editing and working with the media continually motivates her to ensure her clients achieve their business goals. With more than a decade of communications experience spanning several sectors, including the development and leadership of numerous impactful communications campaigns, she has been recognized by the International Association of Business Communicators, excels at crisis and strategic communications and credits her journalism background for providing her with a comprehensive understanding of the media and what it takes to get coverage.
Known for her versatility as a writer and natural ability to craft content in a variety of styles (e.g. corporate, print, web, social media etc.), Krista is highly skilled at drafting communications materials and key messages that align with an organization’s mission, vision and values, and has developed messaging on behalf of C-suite executives, event emcees/speakers, physicians and post-secondary faculty members.
Quirky, energetic and outgoing, Krista has worked as a communications officer in both the health-care and education sectors. Outside of work she can usually be found playing with her son, walking barefoot through the grass or meditating before the sun rises.
You do not need to bring a ticket with you, bring your questions and a notebook if needed. Plenty of free parking.
For more information, call us at (905) 668-4949 or email firstname.lastname@example.org