We recognize that not everybody can -- or wants to -- retain media relations professionals (although we really think you should). For very small businesses, organizations with limited resources, in-house communications teams wearing many hats that could use a boost, or individuals who want to learn to work with the media, we'll teach you all the essentials.

From the basics of building a media outreach strategy -- what's news, and what isn't -- creating a messaging hierarchy for overall organization; creating key messages for specific campaigns, identifying outlets/beat/writers and finding them, how to pitch individual writers, how to pitch broadcast for events, writing effective press releases, media advisories and op-eds. Why and how to develop a media list of key contacts, and what resources are available to do that. What distribution or wire services to use -- or not -- and how to use them if you do.

We'll also cover techniques for doing successful interviews for TV, radio and print. Learn how to develop sound bites, tricks for answering difficult or off-topic questions, mistakes to avoid, and how to respond to inaccurate coverage.

Discover what makes a "good source" and how to become one, building lasting relationships with journalists.

We'll also cover when you might want to hire an outside agency or PR contractor; and if you do, how to negotiate a successful agreement.