Media Relations Basics (11/18/25)

In today’s fast-paced media landscape, effective communication with journalists is crucial for government leaders. This training program is designed to equip you with the skills needed to navigate both positive and negative coverage adeptly. Attendees will learn strategies for crafting clear, compelling messages, managing media inquiries, and disseminating public information. You will gain the confidence and techniques to build strong relationships with the media, ensuring that your messages are conveyed accurately and positively, even in challenging situations.

Trainer: Sarah Lux

Sarah Lux earned a bachelor’s degree in Anthropology from the University of Central Florida and a master’s degree in public relations from Full Sail University. Sarah has practiced Public Relations for over 12 years, specifically focusing on community education, government affairs, and crisis communications. She is a PIO for Florida’s Region 5 All-Hazards Incident Management Team and has deployed to aid communications in other communities ten times, including four times through the State of Florida. She earned her Master PIO certification in 2024, a federal training program that has accepted and certified fewer than 175 PIOs nationwide. Lux prides herself on her ability to clearly explain complex governmental matters to citizens in her community.