Double Your Media Placements with PRSA-NCC Workshop Featuring Michael Smart | PRSA-NCC
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Double Your Media Placements with PRSA-NCC Workshop Featuring Michael Smart

June 5, 2019 - 8:00am to 4:30pm

Online Pre-registration has closed, but you are welcome to walk-in and register.

Michael Smart is back with his updated Crafting the Perfect Pitch workshop; also Placements Without Pitching

  • Morning Registration (8:00 - 8:30 AM)

  • Workshop 1 (8:30 - noon)

  • Lunch Break (on your own from noon - 12:45 PM)

  • Afternoon Registration (12:45 PM)

  • Workshop 2 (1:00 - 4:30 PM)

Turbulence in politics has highlighted the dramatic disruptions in the media landscape. The outlets and influencers that your audiences trust have changed significantly. Are you keeping up?

At the same time, the pressures and opportunities facing the journalists and bloggers you’re targeting have changed, too. And while they are increasing time-starved and distracted, a few savvy PR pros are changing with the times to earn more than their share of coverage by HELPING these crucial influencers adapt.

That’s why this special seminar offered jointly by PRSA-NCC and MichaelSmartPR is such a great opportunity for you, even if you’ve attended in the past.

Michael Smart teaches teams at organizations such as General Motors, St. Jude Children’s Hospital, and the U.S. Department of Labor how to adapt their media relations ahead of rapid change. He also delivers seminars in major cities that attract participants from as far away as Jakarta and Mexico City.

As part of our efforts to bring national-caliber speakers to our area, we’ve been fortunate to bring Michael to you every summer for the past seven years. He gets rave reviews each time.

Michael’s workshops here often sell out, so register now to make sure you get a spot.

Two workshops – Placements Without Pitching in the morning, and Crafting the Perfect Pitch in the afternoon. You can attend one, or stay all day to learn from both and take advantage of additional savings. For your information, the morning session provides an important foundation for the afternoon pitching boot camp.


J.W. Marriott, Jr. – ASAE Conference Center

1575 I Street, NW

Washington, DC 20005

Workshop 1 (morning)
$155 PRSA-NCC Members
$175 PRSA & WWPR members
$220 Non-members
$75 Students/Retirees
Workshop 2 (afternoon)
$155 PRSA-NCC Members
$175 PRSA & WWPR members
$220 Non-members
$75 Students/Retirees
Both Workshops
$265 PRSA-NCC Members
$295 PRSA & WWPR members
$345 Non-members
$140 Students/Retirees

$10 more at the door. (space permitting)

APR’s Take Note! This event provides 2 credits toward your APR maintenance continuing education requirements.


WORKSHOP 1 (morning)
Placements Without Pitching: How to Earn Relationships with the Media Who Matter Most to You

“There is no longer any such thing as the ‘national media,’” says Michael. “Every outlet serves (and is trusted by) only a segment of the population. Trust is the new reach.”

With the proliferation of new digital-only news sites, it can be difficult to keep up. What if your audiences are turning to sources you aren’t familiar with? How can you tell the valuable and trusted outlets apart from the rest? Especially when what matters to one audience is ignored (or doubted) by another? And what about non-journalists who are trusted by your audiences? How can you persuade THEM to share your content?

All while it seems harder than ever to even get a mere RESPONSE to an email?

Michael will show you how to take advantage of all these changes in the media and digital landscape. In his upcoming seminar on building relationships with the media and influencers who matter most, he’ll teach:

  • The 8 types of third-party influencers, half of which you’re probably ignoring at your own peril
  • Free online tools to determine the channels and outlets that matter most to your key audiences
  • A step-by-step, repeatable process to get noticed by journalists/influencers at those outlets
  • How social media can be used – and abused – in relationship building
  • The sources journalists are REALLY looking for in today’s 24-minute news cycle
  • Dozens of successful examples of how PR pros just like you used these tips and tools to get responses and even meetings with journalists at outlets like the New York Times, Wall Street Journal, and top bloggers in their niches

WORKSHOP 2 (afternoon)
Crafting the Perfect Pitch - the New Rules Required to Double Your Media Placements

This newly overhauled version of Michael’s most popular workshop offers hundreds of intensely practical tips that will instantly boost your media and blog coverage. Join the people Michael has trained who, just in the last 12 months, have landed coverage in the NYT, WSJ, Fast Company, USA Today, and the top trade outlets and blogs in their markets.

You’ll break down pitches that failed, and why, and then compare those with dozens of winners. Don’t come if you’re expecting to sit back and listen to a lecture. You’ll be actively engaged with Michael’s examples and applying what you’re learning to your own ideas.

Michael will share:

  • The (sometimes) shocking new ways to tap online metrics to grab journalists’ attention
  • A strategy to bend time – how to meet journalists’ demands for customization within your own time constraints
  • How to nail your customized pitches without sucking up or veering into stalker-land
  • Trimming the fat – how to achieve more by writing less
  • Conquering the inbox – secrets of winning subject lines
  • Follow-up that works: the triggers you can pull to jar otherwise disengaged journalists to action
  • The stuff that used to annoy or even offend media that’s now welcomed by them

About Michael:

Michael Smart helps PR pros improve their pitching success rate and enhance their PR writing. He is regularly among the highest-rated speakers at the industry’s largest conferences.

Michael has placed positive stories on the front pages of the Washington Post, USA Today and Los Angeles Times, as well as placements in the New York Times, Wall Street Journal, Time magazine, and NBC’s Today show. He has trained more than 10,000 PR professionals on how to boost their communications results. People who have participated in his workshops have subsequently placed their own stories in the Wall Street Journal, Washington Post, USA Today, People, CNN, Today and national distribution on the Associated Press.

He has conducted on-site training for clients from Frankfurt to Tokyo and ongoing coaching and services to many more, from Fortune 10 companies to mid-sized and smaller firms. He has extensive experience with government agencies, associations, think-tanks, and non-profits.

Feedback from previous participants:

Very engaging. I instantly saw the tips working for my good. Can't wait to switch up my routine.
  - Denise Osei, Destination DC

Incredible. You kept my rapt attention all day. I loved getting attainable things that I can start doing tomorrow. Also loved the examples.
  - Amelia Murphy, The Pew Charity

Best workshop I've paid for! Worth the 8-9 hour day. I came away with lots of knowledge, info, and wisdom I hope to apply and utilize for my organization. I want my bosses and leadership to know how valuable media relations is.
  - Kimi-Roux James, ADRA International

As a federal employee, I've been required to take many professional development classes. This workshop has been by far the most useful, practical and informative.
Jen Burita, PCLOB

Super inspiring. It was helpful to be in a non-judgmental enviroment where we could receive thoughtful and honest feedback about the day-to-day operations of being a PR Professional.
Jasmine Jones, Colorectal Cancer Alliance

Certainly one of the best, most engaging sessions I've attended. The actionable take-aways are top-notch and can now be implemented tomorrow.
  - Anton Potoski, ASRC Federal

This is my sixth time attending Michael’s workshop, and it was every bit as good, even better than the last three. I would recommend this workshop to every media relations professional out there.
Jay Srinivasan, Lockwood Andrews and Newman

This has completely altered the way I will do pitching in the future. I look forward to utilizing these tips and practices in the upcoming months for my organization.
- Jason Johnson, CTIA

This is the best professional development experience I've ever had. Regardless of experience level or specific area in the PR field, you would benefit from attending.
Rachel Ehrenberg, REQ

It was awesome and helpful information. I am excited to take this back and put into practice. One of the top professional development experiences I have attended.
Sierra Coppage, PCRM

Excellent. Thank you for focusing on tried and true tactics vs speaking theoretically. I have never had any formal training on getting media coverage for our organization, so it was immensely beneficial to have some instincts validated and some corrected.
Hannah Thompson, Animal Agriculture Alliance