Telling your story to people that need and want to know is critical in today's environment. But just what makes a good news story? How do I get reporters and others interested in what we’re doing? These are questions that anyone seeking positive coverage for their organization or cause seeks to answer. Then once you’ve identified a good story, what do you do with it?

In addition to pitching it to the media, there are a number of creative ways to leverage your success stories in today’s social and digital world. Organizations can publish their own news and stories with unprecedented impact, while forging relationships with their stakeholders in ways previously unimagined.

Learn tricks of the trade from the largest media consulting firm in the United States, Weber Shandwick. The presenters will share years of expertise in identifying stories for their clients and finding the best ways to share them with key audiences. This is your chance to learn how to tell your story to the community, media, and key stakeholders.

About the Presenters:

Walter Parker, Senior Vice President

Walt consults on crisis management, message development and does executive media/presentation training for clients of all five practice groups in his Minneapolis office, as well as for other offices in the Weber Shandwick network. Current clients include Syngenta, a global agribusiness firm specializing in elite hybrid seeds and agri-chemicals, the U.S. Census Bureau and CIGNA HealthCare.

Over the years he has trained hundreds of CIGNA executives, physicians and nurses as part of the client’s long-range focus on promoting innovative health promotion and disease management strategies. Before coming to Weber Shandwick 12 years ago, he spent 22 years as a daily newspaper reporter and editor, mostly at the St. Paul Pioneer Press.

Liz Miklya, Vice President, Media Relations and Training

Liz provides crisis counsel, strategic media relations and messaging strategy for a diverse set of clients. As a former journalist with ten years in the business, she now helps clients in the Minneapolis-Saint Paul area and across the country prepare for media interviews and formal presentations related to product launches, crises and other developments.

Liz has trained clients and provided issues management for dozens of companies including Honeywell International, Boston Scientific, the Federal Reserve Bank, U.S. Army, Mall of America, Coca-Cola, U.S. Census Bureau and many non-profit agencies. She also uses her newsroom experience to create a variety of high-end video projects for clients.

David Krejci, Executive Vice President, Digital Communications

David started the digital team in the Minneapolis office in 2001.Today it stands as a 30 person collective of social media strategists, designers and programmers. Each year, this team touches more than 75 different clients across virtually every U.S. Weber Shandwick office.

David's client work focuses on social media strategies, policies and engagement, crisis and issues management and organizational social alignment, primarily in the B2B and government arenas. David is the 2008 recipient of the 40 Under 40 top business professionals as awarded by the Twin Cities Business Monthly.  From 2008-2010 David was also an adjunct professor at the University of Minnesota School of Journalism, teaching a senior level course on social media.  

Details about this Training:

  • October 8, 2012 1:00pm to 3:00pm
  • TIES Building, 1667 Snelling Ave. N., St. Paul, MN 55108 (at the intersection of Snelling and Larpenteur Avenues)
  • $25 for non-YIPA members, free for YIPA members and YouthPrise Grantees
  •  Online Registration
  • Download Conference Brochure and Mail-in Registration Form
  • Two CEUs are preapproved by the MN Board of Social Work. YIPA will provide you with the materials you need to seek approval from your board.
  • Light snacks and beverages will be provided

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