Practical PR Virtual Master Class

Practical PR Virtual Master Class

Thursday, Sept. 21, 2017
1-3:30 p.m. Central
Price: $345
Member Price: $245

The traditional model of getting media attention is shrinking.

According to Spencer Sutherland of CHG Health Care, "it's especially true for niche industries that are not inherently newsworthy."

In this virtual master class, you'll hear from PR experts who have enhanced their storytelling techniques and become more compelling and captivating to external audiences. Join us as we cover how to create and publish human interest stories around your employees, how to make the most of subject matter experts and how to incorporate surveys to vet your content internally.

This Practical PR Virtual Master Class is a rebroadcast of the top sessions from previous Ragan events.

This Practical PR Virtual Master class includes the top-rated sessions from past Ragan events.

Product Code: Y17WC10


1-1:45 p.m.
Our brains are hooked on stories—feed that need!
Jason BakerA compelling story can come from something as simple as six words.

You don't need reams of copy or a million-dollar video budget to tell a captivating story that will engage people's minds in ways that taglines and product pitches simply can't.

This session looks behind the scenes at how corporate storytelling works at FedEx. You'll hear concrete examples of written and video communications built around stories, not around bullet points.

You'll learn:

  • Ways the FedEx content production and brand journalism team approach to storytelling
  • How to communicate your brand's values through supported causes
  • How to build stories that span multiple platforms
  • How to engage with people through the things they love
  • How to be subtle, but make your brand relevant
Jason Baker is senior communications specialist for global content production and brand journalism at Fed Ex.

1:50-2:35 p.m.
Making your own news: How to use internal stories to create external media opportunities
Spencer SutherlandIt's easy to get media attention when you work for an organization that has exciting products or broad consumer appeal. But what if you're in a niche industry or your services aren't inherently newsworthy? Savvy PR professionals know that sometimes you have to create your own news. And one of the best places to look for ideas is within your own walls. This session will teach you how to use employee stories to create human interest pitches, leverage your subject matter experts for thought leadership opportunities and survey your clients to find the type of data that gets media attention.

You'll learn:

  • Work with your internal communication team to identify PR opportunities
  • Share stories that show off your organization's culture
  • Turn executives and other leaders into content contributors
  • Use paid media placements to create earned media opportunities
  • Turn your customers' opinions into quantifiable data
Spencer Sutherland is public relations manager at CHG Healthcare Services@spencer_chg

2:40-3:25 p.m.
Doing better PR with less, and having a ton of fun in the process
Jake JacobsonWhat do Paul Rudd, a crayon shortage, a Microsoft Surface and lawnmower safety tips have in common? How do you pitch stories at a time when newsrooms, attention spans and the organic reach of social media are all shrinking? What could your brand possibly have in common with a local nonprofit children's hospital? And most important, how could this session be better than a good afternoon nap? Jake Jacobson, Director of Public Relations at Children's Mercy Kansas City, will share all of those answers and more.

In this highly caffeinated session, you'll laugh a bit, maybe cry a little and learn:

  • How strategic storytelling can stretch your content further than you thought possible
  • How a cycle of content—crafting, pitching, amplifying—can create more ways to speak directly to a journalist or consumer
  • How to identify stories your audience will love, many of which are hiding in plain sight
  • The importance of identifying champions and cheerleaders inside and outside of your organization
  • How to find the best mix of channels and appeals to achieve your brand's various strategic goals
Jake Jacobson is director of public relations at Children's Mercy Kansas City@JakesJournal @ChildrensMercy