Build a PR strategy that grabs the lion’s share of media coverage and brand buzz

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What You’ll Learn:: 

Landing a spot in on a coveted network or in a top-tier publication requires proper preparation to set up—and seize upon—opportunities to build your organization’s brand. However, the work doesn’t stop once the article or interview is clinched. To truly accelerate your PR efforts and help you stand out from the pack, you must arm yourself with stories and skills that can help you run with a multitude of content across platforms and answer the call of any reporter. Farley Fitzgerald, senior manager of marketing and engagement for National Geographic, will share lessons learned from the organization’s Photo Ark program—along with the PR wins that you can gain when you use resources wisely and get your team involved.

You’ll learn:

How to get your organization’s stakeholders involved in boosting your campaigns

Tips for creating communications strategies that reach multiple audiences and help drive PR, marketing and branding initiatives

Elements of a reactive media toolkit that helps you jump on coverage opportunities

How to get the most out of each program, content piece and campaign you create

Takeaways for coordinating across departments and teams to streamline your messages and efforts

April 2019

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Presenter bio: 

Farley Fitzgerald manages communications for the science- and exploration-focused impact initiative programs at the National Geographic Society. She is responsible for developing and implementing integrated and proactive communications strategies and directing external media outreach. Prior to National Geographic, Fitzgerald worked at APCO Worldwide as a member of its corporate communications and issues management practice. In this role, she was responsible for implementing corporate communications, crisis communications and public affairs plans for Fortune 500 corporations, trade associations and nonprofit organizations in multiple industries.