When the stakes are high, media matters
Media Matters is an interactive, hands-on workshop designed to sharpen your on-camera presence, strengthen your media relationships and build your confidence when working with journalists. Through expert-led sessions, real-time practice and candid conversations with a panel of seasoned reporters, you’ll gain proven strategies for managing interviews, crafting compelling pitches and amplifying your media coverage. Whether you’re new to media relations or ready to refine your approach, you’ll walk away with practical takeaways you can immediately put into action.
Friday, October 24, 2025 | 10 a.m. to 4 p.m.
Innovation Depot (1500 First Avenue North, Birmingham, AL 35203)
From the click of the telegraph key to the tap of an iPhone screen, media has evolved dramatically over the years, but its power to shape stories, influence opinions and connect people remains as strong as ever. No matter your career path, understanding how to work effectively with the media is an essential skill for every communicator.
Workshop Agenda
Coffee & Networking
Start the day with coffee, conversation, and a chance to connect with fellow attendees and the Peritus PR team.
Media Interview Best Practices
Sharpen your on-camera presence. Learn to control your message, deliver memorable quotes and handle tough questions with confidence.
Media Relations 101
Build a strong media foundation by learning how to research and pitch stories, prepare spokespeople and amplify earned coverage across channels.
Coffee & Dessert Mixer
Grab a break with a casual networking mixer over coffee and dessert alongside panelists and peers.
Media Lunch Panel
Join moderator Michael Sznajderman and journalists Marie Leech, Andrew Yeager and Jeh Jeh Pruitt for an inside look at today’s media landscape. Hear how shrinking newsrooms, shifting priorities and AI are changing deadlines, storytelling, and opportunities for coverage.
Relationship Building Best Practices
Learn from a local freelancer on how to build authentic, lasting relationships with journalists.
Meet the Media
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Michael Sznajderman, APR, brings a unique perspective to the panel as both a former journalist and a seasoned public relations professional. Now retired, he previously managed content strategy for Alabama Power Company, where he co-founded Alabama News Center, following nearly two decades as a newspaper reporter and editor, including work as a political columnist and national correspondent. Michael also serves as a public relations educator and has been recognized with numerous journalism and writing awards.
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Andrew Yeager has been with WBHM, Birmingham’s leading public radio station, for nearly 20 years, starting as a reporter and now serving as the station’s first-ever managing editor. Known for his deep commitment to community-focused journalism, Andrew combines local insight with a national perspective to deliver meaningful news coverage.
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Marie Leech is an award-winning journalist, editor and communications professional with nearly two decades of experience in print, online and social media. A former reporter for The Birmingham News, she now serves as managing editor of the Birmingham Business Journal, the city’s leading business news outlet, where she oversees the newsroom and coverage of the region’s top business stories.
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Jeh Jeh Pruitt is a longtime sports anchor and multimedia journalist for WBRC FOX6 News in Birmingham, where he has been a fixture since 1996. Known throughout the city for his energetic reporting and community presence, he began his career at WBRC as a college intern before working in Texas and returning home to join the station full time. Today, Jeh Jeh is one of Birmingham’s most recognizable media personalities, covering the stories, teams and athletes that shape the region’s sports scene.
What you’ll Learn
How to prepare yourself (or your spokesperson) to ace media interviews, from developing key messages to delivering them with confidence
Strategies for crafting compelling, newsworthy pitches that grab a journalist’s attention
Best practices for building and sustaining authentic relationships with reporters and editors
Insider tips directly from journalists on how to effectively work with the media
Ways to amplify earned coverage across your owned channels for greater impact
Frequently Asked Questions
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We offer competitive pricing with discounted early bird and nonprofit/government/education rates:
Ticket Type Audience Early Bird Regular Price
Nonprofit Rate Nonprofit, Gov, Education $175 $225
General Admission Corporate $225 $275
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Access to all sessions and breakout groups
Breakfast, coffee and lunch with a media panel and mixer
Networking opportunities with peers and journalists
On-camera training session with tailored feedback and access to your practice clips
A full set of workshop materials to take home, reference and teach back to your team
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This workshop is designed for early-to-mid-career communications professionals seeking to elevate their media skills, but it’s also valuable for business leaders, nonprofit executives and anyone who serves as a spokesperson or works closely with the media.
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Yes! Sponsorship opportunities provide high-value visibility with an audience of communications and business leaders. [Click here] to explore sponsorship levels and benefits.