Media Relations and Crisis Preparedness

Single module registration of the New Professionals Track of NSPRA Academy

Module Overview:

This module will equip participants with essential skills for reputation management and high-stakes situations. It will focus on building proactive relationships with local media, mastering effective media inquiry handling and interview skills, and developing a comprehensive crisis communication plan and toolkit for effective response. Participants will learn both the strategic "why" and the practical "how" behind managing media and preparing for the unexpected.

Learning Objectives:

By the end of this module, participants will be able to:

• Understand how environmental scanning helps predict and shape response strategies
• Handle media inquiries with professionalism and confidence
• Prepare for on-camera or recorded interviews using best practices
• Draft or refine a flexible, actionable crisis communication plan
• Curate a toolkit of templates and response scripts to improve speed and clarity during emergencies
• Maintain consistent district voice under pressure                               

Speakers:

• Melissa McConnell, Manager of Professional Development and Member Engagement, NSPRA
• Karen Heath, Director of Communications and Public Relations, Berrien RESA (Mich.)