Virginia Society of Association Executives
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11-01-19 Seminar Series with Lunch
DoubleTree by Hilton Richmond-Midlothian
1021 Koger Center Blvd
Richmond, VA 23235
United States

View additional information
Friday, November 01, 2019, 8:00 AM - 1:15 PM EST
Category: Events


Seminar: "Telling Your Association Story"

The media relations landscape is ever-changing — once a picturesque park and now a mine-filled jungle. Hear from former Richmond Times-Dispatch business reporter and current public relations professional Jeff Kelley, who is coming to help you navigate and master your organization’s public message. You will learn four key aspects of public relations: Storytelling, Elevator Pitches, the Art of Persuasion, and Media Kits. As part of each segment, enjoy an energizing, hands-on workshop and group discussion. Come ready to learn, engage, and share your stories. 

Key Takeaways
You'll leave with new ideas you can implement right away, such as:

  • Stories you can tell and the members you can engage.
  • New messaging for your marketing materials.
  • Persuasive messages to make people take action.
  • The basics of your organization's (first?) Media Kit.

Lunch Presentation: "Turn Your Association into a News Engine"

Everyone thinks they have a story the news media will care about. Few organizations actually do. Jeff will share how to dive deep to uncover the stories people care about — and put your cause, industry, and people on the map. We will look at the media landscape today and beyond, the importance of telling your story, where to find great stories, and the tools you will need to tell them. He will wrap up with 5 Keys to Success learned from his years as a reporter, consultant, and business owner.

Content Leader

Jeff Kelley began his career as a business and technology reporter for the Richmond Times-Dispatch, covering startups and enterprises and interviewing everyone from Fortune 500 CEOs and bootstrapping entrepreneurs. With both agency and in-house PR experience, he formed Kelley Communications in early 2015 to offer companies a nimble partner to deliver high-quality content and media needs on-time and under-budget. Jeff has served as a public relations writing instructor at VCU. He lives in Richmond with his wife, three young children, and has an obsession with Bruce Springsteen some have called “wholly disturbing.”


8:00 a.m. - Registration
8:30-11:00 a.m. - Seminar
11:00-11:45 a.m. - Reception
11:45 a.m.-1:30 p.m. - Luncheon/Presentation

CAE Hours Blue round CAE logo 

Seminar - 2.50
Lunch Presentation - 0.25 


The DoubleTree by Hilton Richmond-Midlothian is offering a special rate of $109 plus taxes for room reservations for our attendees. 


New Day Equine Therapy
New Day Equine Therapy is a 501(c)(3) non-profit therapeutic horseback riding program located in Ashland, Virginia, dedicated to providing therapeutic and educational programs for patients, survivors and families. Their mission is to enhance the quality of life and overall well-being of cancer patients, survivors, and their families. They provide an atmosphere to focus on mind, body and spirit. New Day Equine Therapy offers a variety of individualized programs for men, women and children on a volunteer/donated basis.

Registration Notes

  • All payments are due upon registration.
  • Payment can be made by credit card using our online registration link above or by mailing a check payable to VSAE prior to the meeting.
  • A replacement from the same organization may attend the lunch if the member is unable to attend. Please contact the office for assistance.
  • Staff & Non-Member Attendance - Staff of a member or a non-member is limited to attending 3 meetings per year.
  • Cancellation Policy
    • Pre-registrations for lunch who cancel after 5:00 on the Tuesday before the meeting or fail to attend will be invoiced for a fee of $14. Members are allowed one (1) free pass per year.
    • No refunds for cancellation.
    • Substitutions are allowed.

Registration Fees


Early Registration 
Ends October 29

Late registration
Begins October 30

On-site registration

VSAE Member
Seminar: $50
Lunch: Free**
Seminar: $60
Lunch: $14
Seminar: $60
Lunch: $35
Staff of an
Exec. Member
Seminar: $50
Lunch: $25
Seminar: $60
Lunch: $30
Seminar: $60
Lunch: $40
Seminar: $90
Lunch: $50
Seminar: $100
Lunch: $55
Seminar: $100
Lunch: $55

** Executive non-Resident & Semi-Retired members pay $15 to attend the reception and lunch.  


Contact: Pamela Flynn - [email protected] - (804) 249-2244