Getting your Message to the Media

Many organizations today just don’t have the staff or the resources to commit to a comprehensive media relations program. But every organization that wants to succeed must engage in some sort of media relations as a means of building public trust and credibility, distinguishing itself from its competitors, demonstrating its relevance in the marketplace and positioning itself as a leader. This webinar will provide participants with information on how to build a productive media relations program…on a very limited budget.

Learning Objectives:

At the conclusion of this session, you will:

  • Have the information you need to build a basic, but solid media relations program;
  • Understand the basic architecture of a media relations program and how to adapt it to your organization;
  • Understand the importance of building relationships with members of the media;
  • Understand how to make you and your organization more relevant to your target audiences.
Those who will benefit most from this program are those organizations with scarce resources to devote to PR and media relations and those individuals whose expertise in media relations is limited/minimal.                                                                                                                 

About the Presenters:  

Kathy Compton is a seasoned association executive with substantial experience in management and strategic communications. She is currently Chief Marketing Officer for the Association of Fundraising Professionals (AFP), where she is responsible for the planning and management of AFP print and electronic publications, communications programs, marketing, the new AFP website, media relations and meetings and conferences. Prior to joining AFP, she served as Chief External Affairs Officer for the Society for Human Resource Management (SHRM), one of the 25 largest not-for-profits in the U.S. and one of the 100 fastest growing. There, she provided strategic communications counsel to all divisions and the CEO. Before joining SHRM, she worked for a large bank holding corporation in Texas as manager of their charitable giving activities and media relations program. She also served as a spokesperson in the Office of Media Relations at The White House during the second Reagan Administration.

Michael Nilsen
has been with AFP for nearly 13 years, serving in a variety of capacities related to government relations, communications and public affairs. He was the first full-time government relations director for the association and helped start up its lobbying and advocacy programs in both the United States and Canada. Always involved in communications for the association, he has transitioned over the past several years to focus on marketing, public affairs, messaging and outreach. Previously, he served on the staff of The Honorable J.J. Pickle (Dem.-Texas) and was a lobbyist with a small consulting firm in Washington, D.C