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Media Training: The What, When, How, and Who of Communicating With the Media
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Are you the media spokesperson at your Health Center? Are you responsible for pitching news to your local media? Are you asked by your Health Center’s leadership to respond to media inquiries about your area of expertise? If you answered “yes” to any of these questions, then you won’t want to miss the half-day media training that Michigan Primary Care Association is hosting in Lansing on February 4, 2015.

When: 02/04/15
9:00 am until 12:00 pm
Where: Crowne Plaza Lansing West
925 South Creyts Road
Lansing 48917
Contact: Dana Lawrence

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During this half-day training for Michigan Health Center staff who interact with the media, experts from the public relations firm of Martin Waymire—all of whom are former reporters with decades of award-winning journalism experience—will coach you on how to effectively and proactively communicate with the media. Now more than ever, Health Centers are in the media spotlight, especially in light of the potential Health Center funding cliff, this year marking the 50th anniversary of the Health Center Program, and the increasing focus on quality, outcomes, and transparency. What you say, what you don’t say, and when and how you say it can help or hurt your Health Center’s brand.  


Agenda Overview

8:30 am-9:00 am: Registration and continental breakfast

9:00 am-12:00 pm: Media training

  • Learn about the importance of creating messages, how to create messages that tell your Health Center story, and how to stick to those messages under the pressure of reporters’ questions
  • Learn how to generate proactive earned media and how to develop social media plans, strategies, and tactics
  • When you leave the training you will be prepared to interact with the media in “the modern world” where social media is affecting how reporters report and what this means for how we communicate with them


Three experts from the public relations firm of Martin Waymire will lead the training:


Roger Martin, APR, Partner
Roger has more than 30 years of news media, public relations, and marketing experience. While a reporter and bureau chief at The Detroit News, he won numerous awards including three Pulitzer Prize nominations by the paper. He also taught journalism for about a decade at Michigan State University and co-authored a book. Roger specializes in issue management, media relations, crisis communications, and community relations, and is one of Michigan's most respected public relations practitioners.

Kathy Barks Hoffman, Senior Account Executive

Kathy has an insider’s knowledge of Michigan and national media. She covered Michigan and national politics for more than two decades as the head of The Associated Press’ Lansing Bureau and as a reporter for The Detroit News and Lansing State Journal. She also spent many years as a panelist on public television’s “Off The Record.” Kathy has worked with clients active in economic development, health care, public policy, social services, business, and education.

Jessica Tramontana, Account Executive
Jessica has more than 13 years of journalism, policy, legislative, and political experience. Her career spans the state in television markets in Flint, Traverse City, and Grand Rapids, where she worked as a reporter and anchor. She also worked in the Michigan Legislature, including as press secretary/communications director within the Michigan House and as senior communications adviser for the Michigan Senate.

Registration Fee- $75

To register as an attendee, click on the "register" link above

Cancellation Policy:

Cancellations and refunds must be submitted in writing. Substitutions are accepted in lieu of cancellations. A 10% administrative fee is charged for all cancellation and refund requests. No refunds will be given within 5 business days of the event.


Hotel Accommodations 

We have not reserved a block of rooms, but if you need to book hotel accommodations you can contact the Crowne Plaza Lansing West.


Crowne Plaza Lansing West

925 South Creyts Road

Lansing, MI 48917

(517) 323-7100


Map of Crowne Plaza Lansing West



Please contact Dana Lawrence, Director of Communications & Grassroots Advocacy, at or 517.381.9440



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