Shawna provides both media relations training seminars and individualized media relations consulting:

Media relations consulting - Individualized consulting for organizations that are looking for condensed media relations advice for upcoming public awareness campaigns; dealing with sensitive issues with the media; or simply, generalized tips on how to successfully interact with the media - to ensure that their messages get out to the public.

Media relations training seminars - One-day "basic" or "advanced" sessions.  Participants learn:

  • About the latest local media landscape (which outlets make up the Edmonton-area media);
  • About the pressures on media outlets and reporters and why they may seem to be aggressive and impatient sometimes (and how to deal with that);
  • How to maximize media exposure - how to get the media to cover your story ideas, or your events;
  • How to form and develop long-lasting relationships with the news media;
  • How to control all conversations with the media, instead of allowing reporters to take control - tips from the first contact (over the phone or in person), through to the end of the interview process;
  • How to prepare for media interviews;
  • How to conduct a successful media interview to ensure that you get messages out to the public (this section of the seminar includes videotaped mock-interviews and critique);
  • Monitoring of media coverage - finding out whether your messages did get out to the public.

Feedback from previous seminar participants:

A wonderful seminar.  I learned a lot of skills.”

“A very topical and valuable experience.”

“Great seminar.”

“Excellent course.”

“The content and the presenter are excellent.”

"Well done! I will recommend this to other municipalities and organizations!"

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