Principles of Media Relations

Course Description

“This three-hour class shows how to conduct media relations during a crisis with both social and traditional media as a crucial component of successful crisis management.

This class is a must for crisis and communications professionals who are responsible for communicating on behalf of their organizations during a crisis.

Replete with case studies, the class will equip participants with the basic toolkit for successful media relations by covering topics that include…

  • The fundamentals of crisis media relations – driving and disseminating your organization’s crisis messages.
  • Choosing and training spokespersons – the human faces of the crisis.
  • Creating crisis key messages/ anticipating and responding to tough questions
  • How to think like a reporter; recognizing reporters’ traps; finding common ground
  • How to form lasting relationships with reporters, editors and producers for mutual benefit
  • Guidelines for an editorial briefing
  • Tips for successful interviews during a crisis — broadcast, print, in-person, Zoom
  • News conferences during a crisis
  • Communicating with media in high-hazard/high-anxiety situations
  • Prepare for and respond to crises aggravated or instigated by media
  • The importance of coordinating media relations with external audiences: e.g., first responders, law enforcement, elected officials
  • Measure communications effectiveness

In addition to the training, participants will receive various crisis media relations templates that can be quickly modified to enable you to communicate quicker and more effectively during a crisis.


    David Kalson

    Kalson Communications, LLC

    David Kalson, Communications Associate at PreparedEx, is a 30-year veteran of the public relations field, specializing in crisis communications. He has developed and directed strategic crisis communications programs for science/engineering-related, energy and environmental industries, as well as for most other sectors, including healthcare, educational and religious institutions. He works internationally, regionally and locally for organizations of all types and sizes.

    David is also an associate senior fellow with the Center for Risk Communication (applying research-based principles of communication to issues of high public anxiety, such as a potential pandemic).

    Kalson previously served as CEO of Ricochet Public Relations and was Executive Managing Director of RF Binder, part of the Ruder Finn Group. He was Senior Vice President/General Manager of the NY Office of the E. Bruce Harrison Company and was Vice President at Hill and Knowlton in its Division of Scientific, Technical, and Environmental Affairs. Kalson also was Manager of Public Information for the American Institute of Physics where for ten years he produced the award-winning, syndicated series, “Science TV Report.”

    Kalson has taught crisis communications at the Fordham University Graduate School of Business and has been an invited lecturer and symposium arranger for the American Association for the Advancement of Science, National Association of Science Writers, Johns Hopkins University, Iona University, the Institute of Public Relations, the American Physical Society, the Council of Engineering and Scientific Society Executives and the Cause Marketing Forum. He holds a B.A. in Philosophy and an M.A. in Communications, both from the University of Wisconsin in Madison

    Upcoming Dates this Course is Running

    No upcoming events.