Public Relations: Media Relations and Crisis Communications

Connect with media, prep your client, and handle unforeseen controversy

  • sections:
  • Discussions Tuesdays 8-9pm ET, 4 sessions full schedule

In PR, the relationships you create with editors, reporters, bloggers, and producers can make your next campaign succeed. Public relations pros know how to use their media networks for mutual benefit, and how to turn a crisis into an opportunity.

We'll teach you how to make strong connections with the media, prep your client for appearances and interviews, and establish your clients as reliable sources to ensure repeat bookings. We'll also cover how to effectively handle controversial situations and discuss tactics for dealing with the media before, during, and after a crisis. 

In this class, you will learn how to:

  • Pitch contacts using media lists, online databases, blogs, and social media
  • Understand what producers, news editors, and segment bookers look for
  • Master the media interview and develop responses to common questions
  • Write briefing documents and talking points that keep your client on message
  • Manage controversies, crises, and disasters on social media, in the press, and in interview situations

By the end of class, you will have:

A tailored media list, along with a custom pitch, briefing document, and sample q&a. You'll also have the skills to plan for and deal with last-minute issues and crises for clients.

Dick Pirozzolo is principal of Pirozzolo Company Public Relations, where he offers public relations, marketing communication, and media placement services to corporations and government agencies internationally. Prior to this, he served as public relations advisor to WBZ-TV Boston and was a newspaper reporter for the Worcester Telegram. Dick has arranged publicity for industries including technology, IT systems, homebuilding, television broadcasting, food, institutional, and retail financial services.

Following 9/11, Dick was named media liaison for industry talks in New York on new security measures and technology. He has generated publicity in BusinessWeek, Forbes, The Wall Street Journal, and the CBS Evening News. His byline has appeared in The Affluent Page, The Boston Herald, Yankee, and the Washington Times. He is author of five nonfiction books.

  • "I enrolled for the certificate in Public Relations, and was stunned by how Dick exceeded all expectations! Our PR agency is more polished and refined in just a month's time. One assignment that I applied to a real-life prospect even resulted in our gaining a client! Don't miss this class."

    Diane Saarinen

  • "Dick is knowledgeable and experienced, with the ability and enthusiasm to convey his knowledge. His lectures were well organized and informative. Right after class, I was able to generate media interest for my client directly related to Dick's suggestions."

    Tom Panas

  • "Dick has great insights and an open, inviting teaching style. He has great experience and teaches in a way that is hands-on, interactive, and effective."

    Avantika Wagle

  • "Dick teaches a wonderful class. He's a seasoned professional who shares his experiences and insider tips garnered over a lifetime of accomplishments."

    Maria Plati

  • "Dick's class was richly informative, upbeat, involved, and interactive. A seasoned professional, Dick taught with a twist and gave real-life examples from his own client roster."

    Susanne Macdonald

  • "I drove two hours each way just for Dick's seminar, and I will recommend it to everyone I know. He was personable, knowledgeable, fun to work with, and I'll definitely look out for future courses he teaches."

    Andrew De Geofroy

  • "If you want to learn PR and the latest methods from a pro, take this class. I traveled from New Jersey to Boston by bus to take Dick's class, and I would do it again!"

    Robert Taylor