As the number of journalists decline, public power communicators face new challenges when trying to get coverage of utility activities.

Do you know how to connect with media and get your story out there?

We may not be able to meet in person this year, but we still need to hone our skills and learn how to effectively get our message out to consumers. Luckily our partners at Northwest Public Power Association (NWPPA) are hard at work creating training webinars. We’re sponsoring their next communications session, Media Relations 101. The 2-hour training session is Wednesday, June 17, 2020, at 1 pm Pacific.

What Will You Learn?

Lance Robertson

The session, led by seasoned public power communicator and University of Oregon Journalism and Communication Instructor Lance Robertson, covers the basic fundamentals of media relations, including:

  • Generating story ideas about your utility and how to pitch them to journalists.
  • Interviewing tips for TV, print, and radio, supported by a foundation of interviewing techniques used by journalists so as to avoid any “traps” or misstatements.
  • Crafting effective key messages and how to use them in interviews, as well as in story pitches, news releases, website content, and social media.
  • Using effective key messages in a crisis or an emerging issue.

“It’s primarily geared toward those who have little experience working with journalists,” says Lance. “It also should be beneficial for those wanting to increase their skills in conducting media interviews, generating story ideas and pitching them to journalists, and crafting key messages for general use or in a crisis situation.”

Lance plans to cover a lot of ground in the first 90 minutes, providing plenty of opportunities for questions and peer-to-peer discussion. To keep the learning going, participants will get a writing assignment at the end of the session, then can loop back individually with Lance (via Zoom) 2 weeks later.

Sign Up

The webinar is $90 for NWPPA members and $270 for non-members.

As a sponsor, Pioneer has 1 free webinar spot. Interested? Email us by Friday, June 12, at noon Pacific to get your name in the drawing.

We’ll draw and notify the winner that afternoon. Learn more about the webinar and register at the NWPPA website.