Media LAB

Some of the best exposure for your business can’t be bought. An editorial mention in a magazine or a segment featuring your service or product on TV is powerful, and yet can seem out of your control. How do you attract the attention of a reporter, an editor, a radio host, or TV producer? How is that relationship different than working with a publicist, or a pay-for-play blogger/influencer? What can you do to earn positive press, when is it appropriate to try to insert your business in the news, and once you have their attention, how do you make the most of a media opportunity? Get the inside perspective from a longtime journalist with experience across channels—from newspapers and magazines to radio, TV, and digital media. 


  • An understanding of what makes a media story, and how it’s different from print to broadcast

  • Ideas on how best to present and package yourself for different media outlets

  • Knowledge of what assets you need to have ready for reporters to improve your chances of being featured

  • Story ideas designed to appeal to reporters

  • A nut graph (journalist lingo for elevator pitch) about your business that you could use on the phone with a reporter or on air during a live segment




Allison (Ali) Kaplan is Editor in Chief of Twin Cities Business magazine, leading content development for print, digital, and events. She recently joined TCB after eight years with sister publication Mpls.St.Paul Magazine, where she was Senior Editor of Shopping & StyleAn authority on retail and the fashion industry, she created her Ali Shops brand and award-winning blog in the dark ages before Instagram. Her ability to zero in on trends and consumer experience with advice and humor has made her a sought after speaker and helped to build a robust social media following. She also hosts Shop Girls, a weekly radio program on myTalk107.1, and appears regularly as an on-air expert for television shows including Fox 9 Morning Buzz and Twin Cities Live. Ali started her journalism career as a newspaper reporter. Before joining MSP Communications, she was a columnist and features writer for the St. Paul Pioneer Press. 

Upcoming Dates


What attendees are saying...

"Thoroughly enjoyed my time learning from Ali Kaplan. Media can be intimidating, but she broke it down in an engaging and approachable way. I would recommend this LAB!"



"What an amazing night! Allison Kaplan's friendly personality and practical approach quickly dissolved any worries I had in reaching out to media. The thorough curriculum, impromptu interviews, and her willingness to answer specific questions made me feel prepared to present and talk about my business. In addition, it was so inspiring to meet and connect with so many amazing local business owners. Looking forward to more LAB events in the future!"