Advanced Strategic Media Relations

The third in a three-part series on Strategic Media Relations for businesses and nonprofit organizations.

The advanced strategic media relations workshop goes beyond the basics to deepen attendees’ understanding of the evolving landscape and business of media, i.e., news verses entertainment; news gathering and reporting; owners, editors, anchors, columnists, generalists, and beats; the rise of influencers; how and why these and other factors can be assets or liabilities to their organization’s brand management strategies.

Attendees will also be introduced to media relations tools and resources such as press advisories, press releases, media statements, press kits, PSA (public service announcements), PESO (paid, earned, shared, owned media), OP-ED (opinion-editorial), pay-for-play, and more.

KEY TAKEAWAYS: Participants will gain deeper insights to develop strategic media relations plans for their brand or organization; discuss resources to further enhance established media relations protocols; and identify opportunities for more strategic media relations engagement.

This is the third part in a three-part series on Strategic Media Relations with local media and communications expert Bill Whitman, Jr., who has served as a trusted advisor to FORTUNE 100 corporations, government agencies, community service organizations, institutions of higher learning, philanthropic foundations, and countless others.

• Part One: Introduction to Strategic Media Relations (Spring 2026) Missed session one? Watch it on CPL's YouTube channel!
• Part Two: Intermediate Strategic Media Relations (Summer 2026)
• Part Three: Advanced Strategic Media Relations (Fall 2026)

About the presenter: Bill Whitman, Jr. is a community volunteer, public servant, advocate, advisor, facilitator, entrepreneur, board member, public speaker, and writer. Whitman has a decades-long history of dedicated community service, volunteerism, and advocacy for individuals, non-profits, corporations, and others committed to helping others and serving the greater good.

Recognized by industry peers, clients, business, and community leaders as an expert in marketing communications, brand management, public relations, and stakeholder engagement, Whitman is known as a collaborative and innovative thought-leader, counselor, advocate, and strategist.

Whitman has served as the chief communications officer, chief marketing officer, and chief spokesperson, representing and providing strategic counsel to some of the most recognized, trusted, and respected organizations in the world. Whitman is the founder and managing partner of Veritas Investment Partners, LLC a private holding company and investment firm; he is also the founder and principal of W&A, an independent marketing communications and stakeholder engagement consultancy. Whitman is also the founder and principal of The IMC Solution, an integrated marketing communications consultancy. He is the recipient of numerous community service, corporate, and industry awards.

A former board member of the esteemed Chicago Jazz Ensemble at Columbia College Chicago, Whitman is also a past member of the Arthur W. Page Society, former PRWeek Awards judge, past member of the Executive Leadership Council, past Public Image Chair, Rotary International District 6490 and the Rotary Club of Champaign. He currently serves on the board of the Urbana Neighborhood Connections Center, a grassroots organization focused on education and skills development for underserved youth. Whitman continues to serve as a mentor and advisor to countless industry practitioners as well as others interested in marketing communications and public relations. Whitman serves as a volunteer and member of the First Baptist Church at Savoy.

Whitman is an alum of Southern Illinois University and the Thunderbird School of Global Management at Arizona State University.

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