When the stakes are high, media matters
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.
Friday, October 24, 2025 | 10 a.m. to 4 p.m.
Innovation Depot (1500 First Avenue North, Birmingham, AL 35203)
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.
Media Lunch Panel
Over lunch, join moderator Michael Sznajderman and a panel of seasoned local journalists — Marie Leech (Birmingham Business Journal), Andrew Yeager (WBHM) and Jeh Jeh Pruitt (WBRC) — for an unfiltered look at the evolving media landscape. From how shrinking newsrooms are reshaping coverage priorities to the ways AI is influencing workflows, deadlines and storytelling, this conversation will give you an insider’s perspective on what it takes to break through today’s media noise.
LEARN MORE ABOUT THE MODERATOR
Michael Sznajderman, APR
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.
LEARN MORE ABOUT THE PANELISTS
Marie Leech, Birmingham Business Journal
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.
Jeh Jeh Pruitt, WBRC
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.
Andrew Yeager, WBHM
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.
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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Description text Media Matters is a full-day, interactive workshop hosted by Peritus PR that equips communications professionals, nonprofit leaders and business spokespeople with the tools, strategies and confidence to work successfully with the media. goes here
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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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Media Matters is presented by Peritus PR, an Alabama-based communications firm dedicated to providing strategic counsel when the stakes are high. Whether advising during a crisis, advocating for important issues or amplifying compelling stories, Peritus helps clients navigate the best path forward through communications solutions.
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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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You’ll gain practical, real-world skills for navigating interviews, pitching stories and building media relationships that lead to coverage. Plus, you’ll hear directly from working journalists about what they value most from PR partners.
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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.