Activating Heritage 2022 – March 24


Elizabeth Neukirch, senior vice president of The Silverman Group

In this interactive workshop, Elizabeth Neukirch will guide participants through the process of developing effective public relations campaigns from conception to execution, with a focus on engaging new audiences through storytelling in different news mediums (print, broadcast, online).

Through lecture and guided exercises, workshop participants will learn strategies to incorporate public relations into their organization’s marketing strategy, including: how to position the work of an organization in a newsworthy and timely manner; effectively communicating an event/initiative to the media using clear and concise language; crafting pitches to journalists that spark curiosity and conversation; and authentic, thoughtful ways to invite people to engage with an organization through earned media.