New media rising, traditional media falling:

How do you get your story told?

Wednesday April 1, 2009 - 5:30-7:30 pm
at Gowlings Lafleur Henderson LLP
26th Floor, 160 Elgin Street

Retooling Ottawa is a free event with complimentary refreshments
and is kindly made available by:

Summary: Media outlets are downsizing (and disappearing in some cases) and the face of journalism is changing a breakneck speed.  How do you get your story told in today’s ever-changing media environment?  Join Kathryn Schwab of PRceptive Communications, Shelley Mullins of Mullins Corporate Communications and Paul Brent of CTV Ottawa for an informative discussion about how businesses can effectively tell their stories through a balanced traditional and social media approach, how to cut through the story clutter, why the combination of traditional and social media is unavoidable, why a “news release” is your lowest predictor of story coverage, and why you need to “package” your story journalists.

Kathryn Schwab, Communications Consultant
PRceptive Communications Inc.
Kathryn Schwab began her career in Film and Broadcasting in 1987 and worked for CTV Ottawa, CBC Television and CFRA Radio in Ottawa.  In 1996, she joined the world of High Tech and has focused on Marketing and Media Relations ever since.  In 2003, she formed PRceptive Communications Inc., a private company, which provides services in Traditional Media Relations and Social Media Management for clients primarily in high tech. Kathryn holds a diploma in Broadcasting and Film Production from the Southern Alberta Institute of Technology and an Honours Degree in Psychology from Carleton University.  She is also a board member of Shad Valley International.

Shelley Mullins, Communications Consultant
Mullins Corporate Communications
Shelley Mullins has more than 18 years experience in public relations in the private and public sectors as both a consultant and an in-house communications practitioner. In 1998, Shelley created Mullins Corporate Communications, a consultancy providing senior level public relations and corporate communications counsel to emerging and established clients in a wide-range of sectors, including finance, high technology, health care and not-for-profit. She provides a conduit between companies and their target media audiences. This includes not only the traditional media outlets such as print, television, magazines, and radio, but increasingly includes social media vehicles such as blogs, Facebook and twitter. Shelley graduated with a Bachelor of Arts degree from Carleton University and also holds an honours diploma in Public Relations from Algonquin College.

Paul Brent, Technology Reporter
CTV Ottawa
Paul Brent has more than 35 years in radio/TV/print journalism, as reporter, assignment editor, producer, and anchor. Currently the Technology Reporter with CTV Ottawa, Paul has produced significant coverage for many high tech companies in and around Ottawa. He is used to handling up to 400 emails, plus over 100 phone calls each day.  He is the gate keeper that needs to be convinced to do a story and he says a lot of PR people are doing a poor job of dealing with the media.

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