Ditch that lame news release. Scrap that meaningless press conference. In an attention-deficit world, communicators need new tools to connect with journalists who are busier than ever. Reporters are filing stories in print, online and video — and then supplementing that coverage with blogs, podcasts and interactive chats. If you want to get your stories told, you have to communicate the same way they do.

In this session, Mr. Ylisela will show you how the new tools — and some of the old ones — will help you connect with journalists working in a social media, multimedia world. You’ll learn how to:

• Use social media to tell your story and bring reporters to your web site
• Upgrade your writing skills by breaking away from the same old style
• Present yourself — and your organization — as expert sources
• Help reporters feed the beast by providing constant fodder for their blogs and podcasts — and ultimately, their stories