The Perfect Pitch!

May 17, 2017

11:30 AM to 5:00 PM
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Webster University / Edward Jones Commons
545 Garden Avenue
St. Louis, MO 63119
Venue Website

Earned media is still a critical part of any organization’s communications strategy. With shrinking staffs, less time for stories, plus a drive to digital platforms, how can you get your organization covered? And, how can you secure the holy grail – a national story?

PRSA St. Louis brings together industry insiders from CNN, KSDK-TV Channel 5, and KMOV-TV Channel 4, as well as industry leaders to share their expertise with you on the secrets of successfully pitching broadcast media today.

Plan to stay for additional workshops on how to craft creative, effective story pitches that win coverage from both local and national media outlets. Bring a story or two that you’d like the media to cover and our experts will help you reframe and refine your pitch for success!  

Finally, in the last inning of our lineup, you’ll learn how to perfect your interview skills by implementing a message map, using the “Home Base” strategy. PRSA’s goal is to giving you the tools to hit a grand slam in your next interview.

Sponsored by:



11:30 am  Registration/Check-in (Networking)

Noon         Lunch

12:15 pm   Media Insider Panel
CNN Content Producer Jennifer Feldman, Former KSDK Assignment Editor Ed Rich, KMOV Assignment Manager Terry Cancila. Moderator: Chemistry PR & Multimedia Managing Consultant Chris Kuban.

1:15 pm    Break

1:30 pm    Optional Pitch Workshop #1:  Storytelling Successes
Learn from PR pros who have succeeded placing a variety of local and national media stories: Hawthorne Strategy Group President Cynthia McCafferty, and Mack Bradley, President of StandPoint Public Affairs.

2:15 pm    Break

2:30 pm    Optional Pitch Workshop #2:  Step Up to the Mound!    
Bring your pitch! This small group role-playing session will help you seriously improve your chances on the mound by collaborating and evaluating your group’s pitch.

3:00 pm    Break

3:15 pm    Optional Workshop #3: Hitting a Grand Slam by using “Home Base” as a Strategy!      
After pitching your story, learn how to perfect your message during interviews by implementing a message map. Presented by Beth Fagan, Principal, Communications Counsel and former Director, Marketing and Communications for Missouri Baptist Medical Center and former VP, Corporate Communications at Brown Shoe Company, Inc.

IMPORTANT: If you're staying for the optional workshops after the Media Insider Panel, be sure to add the extra $10 post-lunch workshop ticket when registering. Thank you!


 The Perfect Pitch Event Speaker Bios

Jennifer Feldman
Jennifer Feldman is a content producer at CNN’s New York City bureau. She is responsible for working with affiliates in New York, New Jersey, Connecticut, and Vermont to identify and cover stories of national interest. Prior to transferring to New York City, Feldman worked at the organization’s world headquarters in Atlanta covering the Midwest region (Colorado, Illinois, Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota, and Wisconsin).

While at CNN, Feldman has covered two presidential campaigns, the Sandy Hook school shooting, Hurricane Sandy, the Boston Marathon bombing, as well as the search for Malaysia Airlines Flight 370.

Feldman also worked at KSDK, the NBC affiliate in St. Louis, for 15 years. She covered the fatal plane crash of Gov. Mel Carnahan, the disappearance and rescue of kidnapping victims Shawn Hornbeck and Ben Ownby, and the mass shooting at Kirkwood City Hall. One of her favorite assignments was the 1998 Nagano Winter Olympics, where she served as an onsite reporter.

Feldman graduated from the University of Missouri with a degree in English and a minor in Communications. While her career has taken her all over the world, she will always consider St. Louis home.

Terry Cancila 
As a 25-year veteran of broadcast news in the St. Louis market, Terry Cancila serves as the Assignment Manager at KMOV-TV Channel 4 News.  He began his career working at the NPR radio station WSIE as a reporter and then news anchor.   In 1995, Terry was hired as an assignment editor at KDNL during its news startup.  He eventually became the News Assignment Manager and Sports producer.  In 2001 after the 9/11 attack KDNL shut down its news operation and he was hired at KMOV shortly thereafter.  Highlights of his career chronologically would be covering the KKK rally in Clayton, the pope's visit to St. Louis, interviewing First Lady Hillary Clinton, covering the Rams during the "Greatest Show on Turf", interviewing Vice President Joe Biden, covering President Obama in Chicago during his first election night and the "Good Friday" tornados.  He was educated at SIUE.

Ed Rich
Ed Rich is a Farmington native and a 1989 graduate of the University of Missouri Columbia.  He holds a bachelor's degree in broadcast journalism.  He landed his dream job straight out of college, at KMOX Radio in St. Louis.  For seven years, he produced the morning drive newscasts, reported, and anchored.  As his family expanded, he jumped ship for a better salary in television working as the weekend assignment editor at KSDK.  Over 21 years, he worked every shift on the desk and was promoted to Assignment Desk Manager in 2001 where he continued to work every imaginable shift.   

Ed parted ways with KSDK in December and is currently looking for his next opportunity. He and his wife of 25 years, Susan Goen, live in south county and have two grown sons, one working in the film industry in Los Angeles, the other attending graphic design school at Virginia Commonwealth University in Richmond.

Mack Bradley
Mack A. Bradley is president of StandPoint Public Affairs. He is an expert in communication and engagement strategy, crisis management, media relations and public affairs. His expertise ranges from complex public education programs to major development projects and multifarious public policy issues. Client experience includes Fortune 100 companies, government agencies at the local and regional level, not-for-profit and religious organizations. In the public sphere, he understands the unique challenges faced by organizations of which timeliness, transparency and accountability are rightly expected.

An accomplished trainer and speaker, Mack has conducted communications training sessions in North America and Europe in various industries. This training includes crisis and emergency risk communications with a specific focus on managing chemical, biological, radiological or nuclear threats. He is an active member of the community. He currently serves on the St. Patrick Center Board of Trustees and is president of the Mardi Gras Foundation. He was previously a member of the St. Louis Commission on Violent Crime, president of AmeriCorps St. Louis, and a board member of Mid America Transplant Services and the Cardinal Glennon Foundation Development Board.

Mack earned his M.A. in International Affairs from Washington University and B.A. in Political Science from Illinois Wesleyan University. He was selected as a Coro Public Affairs Fellow and a member of the 55th National Security Forum at the Air War College. He tweets @MackBradley and blogs at 

Cynthia McCafferty
An expert in strategy and integrated campaign management, Cynthia McCafferty joined Hawthorne Strategy Group in July 2015.  Previously, she was a senior vice president and senior partner at FleishmanHillard International Communications.

With two decades of experience, Cynthia has managed a diverse base of clients in areas such as thought-leadership, media relations, and issues management. Her clients have included Red Bull, McCormick Place, Acelity, Washington University in St. Louis, Ascension Health, Missouri Foundation forHealth, Home Instead Senior Care, Genetech, Bridgestone-Firestone, and 3M.

Cynthia issues management experience ranges from developing crisis and contingency plans for healthcare companies facing adverse patient events, to managing communications around product recalls, to developing country-specific crisis plans for global brands.

Cynthia has deep experience building communications programs to meet her client’s business and organizational objectives.  For example, she co-led the Get Covered Illinois public education and marketing campaign for the State of Illinois.  This integrated, award-winning, multi-million dollar, multi-year effort included a team of nearly 100 communications professionals from 6 agencies and exceeded national and state expectations for enrollment

Cynthia has a Bachelor’s degree in American Studies from Saint Louis University and a Master’s degree in Business Administration from Washington University. She began her career as grassroots organizer for a statewide environmental organization.

Chris Kuban (Emcee/Moderator)
As founder and Managing Consultant at Chemistry PR & Multimedia, Chris Kuban engages, coordinates and oversees a diverse team of local and national suppliers, vendors and employees, which have allowed him to effectively coordinate over 170 national events focusing on overall logistics, media relations and his clients expected ROI. 

From celebrities, such as Actor and Humanitarian Gary Sinise's foundation, The Gary Sinise Foundation, to working with professional sports teams (St. Louis Rams, Atlanta Falcons, Pittsburgh Steelers, New York Yankees, Tampa Bay Rays, Pittsburgh Pirates, San Diego Padres, the NFL Network and more), to corporate, including healthcare, labor unions, non-profit organizations (The Hit and Run Project, Tunnel to Towers 9/11 Foundation, World Pediatric Stroke Association and many others) and other Agencies on both coasts, Kuban’s firm has specialized in working with these organizations in the following areas: Public Relations, Marketing, Social Media, Crisis Communications, Event Management and Video Production. In many cases, he serves as the on-air spokesperson for his clients.

As an entrepreneurial thinker, marketer, special events producer and media relations’ expert based in St. Louis, I easily work with clients from Los Angeles to New York and beyond. Just a few years ago, he filmed a short documentary in Kandahar, Afghanistan.

Over the years, Kuban has become a leader in mobilizing communities across the country in supporting veterans causes. through the Gary Sinise Foundation. Whether it's producing concerts, groundbreaking ceremonies, dedication ceremonies, fundraisers or press conferences, Kuban understand the true meaning of putting on a good thereby creating great media coverage for his clients.

Beth Fagan
Beth Fagan brings 30+ years of expertise in communications, public affairs and marketing to our program.  She recently retired from Missouri Baptist Medical Center where she was Director of Communications and Marketing, overseeing all branding and marketing.  

Prior to that, she ran corporate and investor communications for Brown Shoe Company. And before that, she was the chief spokesperson for Mercantile Bank (US Bank today) 

Earlier in her career, Fagan held key positions at PR agencies in New York City, including Hill & Knowlton and Ruder-Finn.  There she specialized in public affairs communications for medical, agricultural and pharmaceutical clients. 

She currently lectures on crisis communications and reputation management, and often collaborates with Tripp Frohlichstein of MediaMasters to conduct media and presentation training sessions.

IMPORTANT: If you're staying for the afternoon workshop, be sure to include the $10 post-lunch workshop ticket when registering. Thank you!


$25.00 Full-Time Student

$30.00 PRSA Chapter Member

$40.00 Non-Member

$10.00 + ADD Post-Lunch Workshop