Best Practices for Working with the Media Webinar


If you're an elected or appointed city official, it's always helpful to have the media on your side to assist with achieving your goals and reaching untapped audiences. Whether it's social media, print, radio, or television, the media can help you tell your story, deliver messages to the people you want to reach, and raise awareness and support for key initiatives. Accessibility to an agency and its officials also fosters a greater sense of public transparency, and builds citizen engagement and trust.

But it's a two-way street. The relationship can't be effective unless it benefits the media too.

In this session, Reyne Telles, Communications Director for Austin Mayor Lee Leffingwell, and Alicia Dean, Senior Public Relations Specialist for the City of Austin, will share practical tips for effective media relationships.


They'll discuss:

  • Your role with the media
  • What makes a story newsworthy
  • How to get ready for an interview
  • Suggestions for things to avoid
  • How to prepare others to communicate on your behalf



Reyne Telles Photo

Reyne Christopher Telles has been with the City of Austin since 2008, and currently manages messaging strategies and the media relations team for the nation's 11th largest municipal government. During the 2014 calendar year, Reyne is working as the Communication Director for Austin Mayor Lee Leffingwell.

Reyne has worked as Press Secretary with the New Mexico Senate, has served as the General Manager for a non-profit organization, worked as an Executive Producer for an NBC affiliate, as a Political Reporter for a CBS affiliate, and as the Community & Media Relations Coordinator for a nationally recognized at-risk youth home. He is a graduate of Eastern New Mexico University and is pursuing an MPAff from the University of Texas, Lyndon B. Johnson School of Public Affairs.


 Alicia Dean Photo

Alicia Dean has served on the media relations team with the City of Austin Office of Communication and Public Information since January 2014. She coordinates local, national, and international media coverage of the City of Austin's day-to-day operations. Her responsibilities also include managing the city's messaging on social media, developing media outreach campaign for major city initiatives and events, and providing media training for city executives.

A seasoned broadcast journalist, Alicia has been both a military and general assignment reporter. Behind the scenes, she has filled the newsroom leadership roles ranging from Managing Editor to Acting News Director, at television stations in Detroit, San Diego, Cincinnati, and Little Rock.





Thursday, July 10, 2014


10:30 – 11:30 a.m.


$65 (per computer connection)



There is only one way to register—online with credit card payment. Payment and a valid email address are required to register.

You must register by July 7 in order to participate in the webinar. No registrations will be accepted after that time, due to the process required to confirm your participation.

The fee is $65 for TML member cities. Each paid registration gives you one computer connection to the webinar. You may not share your access information. Registration is limited to 85 connections, so register early to ensure your spot.



Participation instructions will be emailed to the registered individual prior to the webinar.



Please contact the TML Conferences and Training Services Department at 512-231-7400 or


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