How do you craft a corporate story that is newsworthy? And how do you get the media’s attention and ensure that your message will be

effectively communicated? Is there a secret formula to garner the attention of reporters? Why do some stories capture more attention

than others? Part of the answer lies in maximizing your interview opportunities and making sure that the media coverage you obtain

actually reflects what you intend to express. This session will offer proven techniques and tips on transforming your message into a

“news” story.

• Determining whether your message is newsworthy

• Understanding the criteria for a good news story

• Techniques for capturing media attention and avoiding practices that deter media

• Transforming interesting stories into news items

• Attracting the right media to your event

Measuring the performance of your media relations is not easy, but it is crucial if you plan to influence public opinion or promote your corporate brand effectively going forward. This session will help attendees incorporate metrics as an essential tool for their public relations

strategy.

• Measuring stakeholder and public confidence with practical tools and approaches

• Measuring customer relations

• Using focus groups

• Incorporating measurement instruments

• Monitoring public relations performance in the media

• Evaluating branding techniques