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PRSSA National Conference Session Recap: Taming the Media Monster

Member of The PRIMA Group e-Board visited the PRSSA National Conference 2018 in Austin, Texas

PRSSA National Conference Session Recap

Session: Taming the Media Monster

Presenter: Dr. Joseph V. Trahan III, APR. CEO & President of Trahan and Associates

Dr. Trahan’s session was inspirational, impactful, and intimate. He exuded knowledge and passion for crisis communications, and he electrified the room of students. Dr. Trahan spoke about the many ways to deal with crises, and told us that being genuine and concerned will always appeal to your audience.

Dr. Trahan detailed the amount of research and preparation that should go into performing media interviews. Before media interviews, PR professionals should administer one hour of preparation time for every minute of airtime. For 3-5 minutes of airtime, there should be seven hours of preparation. During a crisis, it is important to respond at the right time, find the right people, and relay the right information.


  1. Know the reporter, and know the reporter’s audience

  2. The three C’s of media relations:

  3. Control: Never lose control in a media interview

  4. Competency: Stay in your lane (when responding to a question, first listen, then pause, think, and finally, speak)

  5. Concern: A crisis means that something has gone wrong. Show emotion, share your pain, and be genuine and authentic.


Lindsey Garrant is a junior at St. John Fisher studying Media Management and Political Science. She has been involved in her school’s chapter of PRSSA since freshman year, and currently serves as secretary. Follow her on Twitter and connect with her on LinkedIn.

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