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 headlines on newsprint to updates on a smartphone screen, media has evolved dramatically over the years. However, its power and impact to shape stories, influence opinions and connect people remains as strong as ever. No matter your career path, understanding how to work effectively and build authentic relationships 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.
On-Camera Training
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.
Media Lunch Panel
Join moderator Michael Sznajderman and journalists Marie Leech, Jeh Jeh Pruitt, Shauna Stuart and Andrew Yeager for an unfiltered look at today’s media landscape. Hear insights on shrinking newsrooms, AI in storytelling and what it takes to break through today's media noise.
Coffee & Dessert Mixer
Network with communications peers and local journalists to build meaningful connections over coffee and dessert.
Relationship Building Best Practices
Learn media relations best practices from one of Birmingham's premier freelancers, Christiana Roussel.
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.
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Shauna Stuart is a features and news reporter on the Life & Culture team at AL.com, Alabama’s largest digital news platform, reaching 11 million readers each month. Shauna covers the people, places and stories that shape Alabama’s news, culture, history, arts and business landscape.
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Christiana Roussel is a Birmingham-based podcaster, editor and award-winning food + travel + lifestyle writer. Her writing work has appeared nationally in Garden & Gun, Covey Rise, Good Grit, Shooting Sportsman, The Local Palate, Veranda, Flower Magazine as well as the Atlanta Journal-Constitution, Birmingham Home & Garden and several other regional publications. She serves as editor of THOM Magazine (Thomasville, GA) and is the host of “AFIELD with Christiana Roussel” produced by SoulGrown Alabama.
What You’ll Gain
Participate in on-camera media training in a small group setting with tailored feedback
Network with communications peers and local journalists to build meaningful connections
Learn media relations best practices from one of Birmingham’s premier freelance writers
Experience an unfiltered media lunch panel with seasoned journalists, sharing insider insights on shrinking newsrooms, AI in storytelling and what it takes to break through today’s media noise
Take home a full set of workshop materials to reference and teach back to your team
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.