September 2012 Presentation

Cheryl Ann Millsap: Creating Good Press and Managing Bad Press

Lincoln Center, 1316 N. Lincoln, Spokane, WA 99201

We would like to thank everyone who attended the September 2012 Presentation event. We sincerely hope that you found it valuable.


In this special two-part program, attendees will learn from the perspective of a journalist and former editor, Cheryl-Anne Millsap, tips and strategies for getting your positive news and messages to the right people and getting them in print. In the second part, Leslie Hebert will provide insight and ideas for discussing and laying the groundwork for a company crises communication plan to minimize and manage potentially bad press.

Good Press: How to get your story to the media

In an age of social media and instant access, the traditional press release is no longer effective for securing media interest. Cheryl-Anne Millsap will discuss ways to engage and interest traditional media sources through the use of relevant and specific topics and queries.

  • Think like a reader: Before you send out a generic press release, take a moment to consider the specific kind of coverage the outlet provides.

  • Find the story: Most press releases are deleted before they are read. Cheryl-Anne will discuss ways to get your news or topic to the right reporter or editor.

  • Build relationships, not contacts: By knowing the writer or reporter, you can tailor news updates and story queries to fit the beat or outlet. Build a professional relationship with local media outlets and staff.

About Cheryl-Anne Millsap

Cheryl-Anne Millsap has been working as a freelance writer since moving to Spokane in 1999.

Locally her work has appeared in the following magazines: Pacific Northwest Inlander, Spokane Coeur d'Alene Living, Inland Business Catalyst, and Eastern Washington University's DiscoverE.

As a freelancer she developed her Home Planet and Treasure Hunting columns, and as the Spokesman-Review's Home and Garden Editor she produced the weekly Home Magazine.

Cheryl-Anne was the editor of Spokane Metro Magazine.

Her Home Planet column still runs in the Spokesman-Review's weekly "Pinch" section. In addition to the column, she contributes two popular blogs to the newspaper's website.

Cheryl-Anne's byline has appeared in Alaska Airlines Magazine, AAA Northwest Journeys and other regional publications, as well as online. Her work has been quoted in the New York Times and featured on the Public Radio Exchange podcast.

Her essays can be heard each week on Spokane Public Radio and the SPR podcast, as well as other public radio stations across the country.

She has published one compilation of columns, Home Planet: A Life in Four Seasons, and is currently working on her second volume.

Home Planet Blog:
Treasure Blog:
CAMera Blog:

Bad Press: Take a proactive approach with crisis communication

If your firm does not have a crisis communication plan, how do you start the conversation internally about the need for preparedness? How do you begin to organize the effort? This presentation will equip you with the answers as Leslie Hebert, Director of Marketing and Recruitment for the Virtual Campus at Gonzaga University, provides you with a basic understanding of what crisis communication is, some common do's and don'ts, and insight into drafting a plan for your firm.

About Leslie Hebert

Leslie Hebert has seven years of experience in the A/E/C industry as a Marketing Manager. She currently works for Gonzaga University as their Director of Marketing and Recruitment for Gonzaga University's Virtual Campus. She received her Bachelor's of Journalism and Public Relations from Western Washington University, and her Master of Arts in Communication and Leadership Studies from Gonzaga University.

For questions, please contact Kelli Crain at MSI Engineers: or (509) 624-1050.

IMPORTANT: Reservations must be made on or before Monday, September 10th. Thank you.!

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