Media Relations & Media Training
Shape Your Story Before Others Shape It For You
In today's media environment, silence isn't neutral—it's a missed opportunity. Whether you're launching a major project, announcing organizational changes, or positioning yourself as an industry leader, the organizations that earn positive media coverage are the ones who actively cultivate relationships, create compelling stories, and prepare their spokespersons to communicate with confidence.
Media relations isn't about spin. It's about building credibility, earning trust with journalists, and ensuring your expertise and perspective are part of the public conversation.
We help you generate positive coverage, prepare media-ready spokespersons, and build lasting relationships with the journalists who matter to your success.
Why Media Relations Matter
Earned media coverage is more valuable than advertising. When a journalist covers your story, it carries credibility that paid promotion never will. But earning that coverage requires strategy, relationships, and spokespersons who can deliver your message effectively.
What Strong Media Relations Deliver:
Positive positioning - Shape how your organization, projects, or initiatives are perceived by the public
Third-party credibility - Journalists validate your expertise and amplify your message to broader audiences
Industry leadership - Regular media presence positions executives as thought leaders and trusted experts
Stakeholder confidence - Positive coverage reassures partners, investors, communities, and employees
Competitive advantage - Organizations with strong media presence win more opportunities and public support
Crisis preparation - Relationships built during good times become invaluable when challenges emerge
The organizations getting the best coverage aren't necessarily doing the most interesting work—they're the ones telling their stories most effectively.
Our Approach: Proactive. Strategic. Media-Ready.
Effective media relations combines three essential elements: compelling stories worth covering, relationships with the right journalists, and spokespersons confident enough to deliver your message under pressure.
Building Media Relationships
Strong media relations start with understanding what journalists need and delivering it consistently. We help you:
Map your media landscape - Identify the reporters, outlets, and platforms that reach your key audiences
Develop journalist relationships - Build genuine connections through valuable information, reliable access, and mutual respect
Create media-worthy angles - Transform internal milestones into stories journalists want to cover
Pitch strategically - Approach media with tailored pitches that align with their beats and audience interests
Provide expert commentary - Position your leaders as go-to sources for industry trends and breaking news
Maintain ongoing engagement - Nurture relationships through regular updates, backgrounders, and accessible expertise
Generating Positive Coverage
Getting featured in media requires more than just a press release. We help you:
Identify newsworthy moments - Recognize opportunities for coverage throughout your project or organizational lifecycle
Craft compelling narratives - Develop story angles that connect your work to broader public interests and trending topics
Write effective press releases - Create announcements that journalists will actually read and use
Coordinate media events - Plan and execute press conferences, site tours, announcement events, and media availabilities
Secure feature stories - Pitch in-depth profiles, behind-the-scenes access, and thought leadership opportunities
Monitor and amplify - Track coverage, measure impact, and leverage earned media across your other channels
Preparing Media-Ready Spokespersons
Even the best story fails if your spokesperson can't deliver it effectively. We provide:
Comprehensive media training - Hands-on coaching led by experienced journalist Glenn Kubish
Message development - Create clear, memorable talking points that work across all interview formats
Interview simulations - Practice with realistic scenarios including tough questions and pressure situations
On-camera coaching - Develop confident body language, voice control, and visual presence for TV and video
Technical briefings - Help subject matter experts translate complex information into accessible language
Ongoing support - Provide pre-interview prep, post-interview debriefs, and continuous improvement feedback
Examples of Media Features for reVerb Clients and Projects:
Core Services
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Develop comprehensive media relations strategies aligned with your organizational goals. We identify target media outlets, create content calendars, establish relationship-building tactics, and design measurement frameworks to track your earned media success.
Deliverables: Media relations strategy, target media list, annual content calendar, pitch themes and angles, success metrics, relationship-building plan
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Craft announcements that capture journalist attention and drive coverage. We write compelling press releases for project milestones, organizational news, executive appointments, awards, community investments, and industry developments—then distribute them strategically to relevant media contacts.
Deliverables: Press release writing, media list development, distribution strategy, media monitoring, follow-up coordination, coverage tracking
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Transform your stories into pitches journalists want to pursue. We develop targeted pitch angles, craft personalized outreach to specific reporters, coordinate exclusive opportunities, and follow up strategically to convert pitches into coverage.
Deliverables: Pitch concepts and angles, personalized pitch emails, media targeting strategy, outreach calendar, follow-up protocols, pitch performance tracking
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Execute press conferences, announcement events, site tours, and media availabilities that generate coverage and strengthen journalist relationships. We handle logistics, manage media RSVPs, prepare spokespersons, coordinate day-of execution, and follow up post-event.
Deliverables: Event planning and logistics, media invitations, press kits, spokesperson briefings, day-of coordination, post-event follow-up, coverage analysis
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Position your executives and subject matter experts as go-to industry voices. We identify commentary opportunities, pitch expert quotes to journalists, coordinate op-ed placements, facilitate podcast and interview opportunities, and build long-term recognition as trusted sources.
Deliverables: Expert positioning strategy, media availability coordination, op-ed writing and placement, interview coordination, speaking opportunity identification, thought leadership content calendar
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Handle incoming media requests with strategic, timely responses that maintain message consistency and meet journalist deadlines. We triage inquiries, coordinate internal approvals, prepare spokespersons, and ensure every media interaction strengthens your reputation.
Deliverables: Inquiry tracking system, response protocols, approval workflows, spokesperson coordination, message consistency review, response time monitoring
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Prepare spokespersons to handle interviews with confidence, clarity, and credibility. Led by experienced journalist Glenn Kubish, our hands-on training includes message development, interview simulations, on-camera practice, bridging techniques, and strategies for handling tough questions under pressure.
Deliverables: Customized training sessions (half-day or full-day), message development workshop, interview simulations with feedback, on-camera practice with video review, reference materials and tip sheets, post-training support
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Provide ongoing one-on-one coaching for senior leaders facing regular media exposure. We offer pre-interview preparation, personalized message refinement, performance feedback, and continuous skill development to ensure executive communications remain sharp and effective.
Deliverables: Pre-interview briefings, customized message documents, post-interview debriefs, performance feedback, ongoing skill development, crisis communication preparation
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Track media coverage across print, broadcast, online, and social platforms. We monitor mentions, analyze sentiment, measure message penetration, identify emerging trends, and provide actionable insights to strengthen your media strategy.
Deliverables: Daily/weekly media monitoring reports, sentiment analysis, share of voice tracking, message effectiveness assessment, competitive media analysis, strategic recommendations
Why Choose reVerb Communications?
Meet your Media Trainer:
Glenn Kubish
Led by an Experienced Journalist
Glenn Kubish brings years of journalism experience to our media training and relations work. He understands what journalists need, how newsrooms operate, and what makes stories worth covering—because he's been on the other side of the interview.
Industry-Specific Expertise
We specialize in construction, infrastructure, public sector, municipalities, and corporate environments. We know how to translate technical projects and complex organizational work into compelling stories that resonate with journalists and their audiences.
Strategic, Not Just Tactical
We don't just send press releases and hope for coverage. Every media interaction connects to your broader communication goals, stakeholder relationships, and organizational reputation. We build media programs that deliver measurable value.
Relationship-Focused Approach
We believe strong media relations are built on authentic relationships, not transactional pitches. We help you become a valuable resource for journalists—providing reliable information, accessible expertise, and stories worth covering.
Proven Track Record
We've secured positive coverage in major outlets for infrastructure projects, municipal initiatives, and organizational milestones. Our clients regularly appear in news stories, feature articles, and industry publications because we know how to create and pitch compelling narratives.
Training That Transfers
Our media training doesn't just prepare spokespersons for one interview—it builds lasting skills and confidence. Participants leave with practical techniques they'll use throughout their careers, whether facing friendly profiles or tough investigative questions.
Media Training Approach
What Makes Our Media Training Different
Taught by a Journalist: Glenn Kubish's experience as a working journalist means training focuses on what actually matters to reporters—not theoretical communication concepts. Participants learn from someone who knows exactly what it's like on the other side of the microphone.
Realistic Scenarios: We don't do gentle practice interviews. Our simulations replicate real pressure—tough questions, short timelines, hostile interviewer tactics—so spokespersons are genuinely prepared for worst-case situations.
On-Camera Practice: We record interview simulations and review footage together, providing specific, actionable feedback on body language, vocal delivery, message clarity, and visual presence.
Customized Content: Every training is tailored to your organization, your industry, your likely interview scenarios, and your specific spokespersons' needs and skill levels.
Practical Techniques: Participants learn proven strategies including bridging, flagging, headline thinking, sound bite development, and techniques for handling trick questions, false premises, and aggressive interviewers.
Who Benefits from Media Training
Executives and senior leaders facing regular media exposure
Project managers and technical experts who need to explain complex work accessibly
Communications teams who coordinate media relations but need interview skills themselves
Board members and elected officials representing organizations publicly
Subject matter experts positioned as industry thought leaders
Anyone who might face unexpected media attention during organizational changes or challenges
Training Formats
Half-day intensive: Core skills, message development, interview practice (ideal for small groups or refresher training)
Full-day comprehensive: In-depth skill building, multiple interview simulations, on-camera practice with extensive feedback
Executive one-on-one: Customized private coaching for senior leaders
Pre-interview prep: Focused preparation before specific high-stakes interviews
Crisis media training: Specialized training for high-pressure, reputation-defining interview situations
When to Invest in Media Relations
You should be building media relationships and coverage before you need them. The best time to start:
During planning phases - Position projects positively before opposition has a chance to organize
At major milestones - Celebrate achievements and generate goodwill when you have good news to share
Before regulatory processes - Build public understanding and support ahead of approvals and hearings
During leadership transitions - Introduce new executives and reinforce organizational stability
When launching initiatives - Create awareness and momentum for new programs, services, or projects
Throughout project delivery - Maintain ongoing presence so you're not only in the news when problems arise
Between crises - The relationships you build during calm periods become invaluable during challenging times
Organizations that only engage media reactively miss opportunities to shape perception, build credibility, and establish the goodwill that protects reputation when challenges emerge.
Ready to Build Your Media Presence?
Whether you need a comprehensive media relations program, spokesperson training for upcoming interviews, or strategic counsel on generating positive coverage—we're ready to help you tell your story effectively.
Contact us today to discuss how media relations and training can strengthen your organizational reputation and public presence.
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