An Executive Messaging Workshop for Publishers
Delivering positive messages about the value that scholarly and scientific publishers bring

Course Overview

A highly interactive workshop to hone skills on delivering clear, concise compelling messages about the publishing industry and its value to the communities it serves.  In addition to tailoring messages to researchers and librarians, this session will include a focused section on working with U.S. policy makers, legislative staffers and government officials. A chance to discuss best practice with peers and benefit from collective wisdom.

Based on core messages that should be applicable to any publisher, this session will include:

  • Messaging, best practice, role-play and peer discussion
  • On-site videoed interviews and critique

Course Benefits

After participating in this workshop, registrants will be able to:

  • Act as a champion for their organization and their industry
  • Develop skills to confidently deliver elevator pitches, deal with tough questions in presentations and media interviews
  • Feel confident in communicating with provosts and researchers, librarians, U.S. policy makers, legislative staffers and government officials
  • Articulate core messages about the value publishers bring to scholarly communication
  • Apply knowledge and techniques to their own business, its values and activities


Led by an experienced media trainer and crisis communications specialist, with more than 25 years of Washington D.C. experience. Rich Masters leads the media relations practice for Qorvis, a leading Washington, D. C. agency His background includes work as a broadcaster and policy and communications advisor to a U. S. Senator.

Who should register?

Senior publishing executives actively involved in public outreach to audiences including: provosts, researchers and academics; the library community; and policy makers. Job titles of registrants may include: Director for Institutional Relations, Head of Publishing, Publisher, Publishing Director, Communications Director, Head of Marketing, Head of Sales, Industry Relations Manager.

Registration Fee

First come - first served. Course is limited to 10 registrants
STM and PSP members: $495
Non-members: $895

Registration fee includes

  • Course material, lunch, break
  • Sense about Science session 4:15 - 6:00, Tuesday April 26
  • STM Spring Conference 2011 welcome reception at the Washington Marriott 6:00 - 7:30

Preliminary Program


Tuesday 26th April

9:00 -9:30

Registration and coffee


Welcome: Introduction to media training and how to deliver a compelling message to your audience. - Rich Masters


Facilitated peer discussion and interviews (all)
Experiences in communicating publishing messages to the media and to their community: challenges and lessons learned.




The finer points of messaging - Rich Masters
Why messages are important, how to develop messages, how to handle tough questions, how to engage an audience, and tips and tricks of the trade for both presentations and media interviews






How to get your messages across on Capitol Hill - Rich Masters
Including the format of information that is important to members of Congress and their staff, as well as hearings and other types of communications to legislators and policy makers. How to make sure your message resonates with a Congressional audience.

2:00 - 3:30

Interview practice sessions
Role-play of tough interviews/conversations in a number of scenarios. Interviews will be taped and played back for immediate group feedback.





4:15 - 6:00

Sense about Science: Debating Peer Review
West End Ballroom E
Discussion between Tracey Brown, Managing Director, Sense about Science, Panelists and audience

6:00 - 7:30

STM Spring Conference 2011 welcome reception

2nd floor Lobby, Washington Marriott


Events Terms and Conditions

Where an event has registration fees, cancellations made in writing up to 30 days before an event are eligible for a 50% refund. No refunds can be made for cancellations received on or after 30 days prior to the event date, however, substitutions may be made free of charge at any time.

Registration fees do not include insurance. Participants are advised to take out adequate personal insurance to cover travel, accommodation, cancellation and personal effects.