From the seasoned journalist to the everyday citizen with an iPhone, in today’s technology-driven world, everyone could be considered “the media.” While this might sound daunting, this new world presents a myriad of opportunities for public information professionals to effectively increase the reach of their messages for their agencies and organizations—*if* media relations is conducted strategically. In addition to hearing examples of “when it went right” and “when it went wrong,” in this session you will learn how to: — Effectively tell your organization’s story to the press. — Breakthrough in the era of shrinking newsrooms. — Prepare your spokespeople to shine and keep their cool. — Enhance the credibility and reputation of your organization. — Develop protocol for interacting with the media. — Measure and demonstrate the value of media relations to your organization.