PNA Foundation Training   

The Pennsylvania NewsMedia Association (PNA) Foundation offers convenient and affordable workshops, seminars and webinars to PNA members and non-members looking to enhance their skills and knowledge.  In today’s constantly changing media industry, we help you to explore and expand your opportunities through a variety of educational programs.

printable list of currently-scheduled PNA Foundation training is available. 

Whether you’re an advertising sales rep, a beat reporter, an editor, a circulation director or a general manager, valuable training is available to you.  From beginner to advanced, we work to meet your needs.  Growing your sales revenue?  Learning how to use mobile tools?  Reporting on local government?  Struggling with open meetings and records? Using multimedia tools for your website? Writing the perfect headline?  Working to retain readers and subscribers?  Designing an eye-catching page?  Publishing a small community newspaper?  Find your solutions and ideas with the PNA Foundation.

Throughout the year, the PNA Foundation offers a variety of timely sessions in response to the hottest topics.  We provide convenient teleconferences and webinars (such as our popular Lunch and Learn sessions, Noontime Updates, or Reporters' Series), go on the road for regional offerings or host extensive workshops at PNA Headquarters in Harrisburg.

The PNA Foundation also produces the following annual workshops and seminars that – year after year – provide the latest, most useful information to a specific audience.

Advertising/Circulation Consulting Services
Available on-site upon request to PNA members at a reduced cost.  Non-member rates can be negotiated.

Sales Excellence training in circulation and advertising sales is jointly provided through the PNA Foundation and Trib Total Media. Presenters Bill Cotter and Jeff Simmons are respected and experienced leaders currently working to drive digital and print circulation and advertising sales on a daily basis.  This training is economically offered to PNA members in one or two-day tracks and can be customized to meet the needs of daily or weekly publications.  For more details, including topics and costs, view our flyer.

Sales Leadership Training: Managing, Motivating, Coaching and More
This workshop is available to PNA members upon request.  We’ll come to your office!

Managing a staff of advertising sales representatives is more than just meeting quotas and closing sales.  Sales managers are leaders.  Learn to be a successful manager and make a difference as a sales leader!  This interactive and information-packed three-hour training session includes tips on setting expectations, delegating, coaching and includes breakout sessions, case studies and roundtable discussions. 

If your newspaper is interested in hosting this workshop at your office and is willing to commit to ten or more participants, we are here for you.  Contact  Melinda Condon at or (717) 703-3002 to discuss how PNA Foundation Sales Leadership Training can come to you!

To download more info on PNA Foundation Sales Leadership Training, including an agenda click here.  

Advertising 201: Sales Strategy in a Multi-Media World
Developing long-term, profitable customers is more than just selling products and services – it is an exercise in relationship management and building solutions to overcome business problems.  Learn how to handle price objections, develop better negotiation skills and build multi-media proposals that give advertisers a reason to act.  If you’re dealing with rate changes or increases, this three-hour training session is especially valuable.  This session is occasionally held in Harrisburg.

Please note: If your newspaper is interested in hosting this workshop at your office and is willing to commit to ten or more participants, we want to talk to you.  Contact Melinda Condon at or (717) 703-3002 to discuss how Advertising 201 can come to you! 

Customized advertising sales programs can also be created especially for you and your staff, upon request.  Marketing 301 and the Art of Selling have been provided.  Ask Melinda how the PNA Foundation can help you.

Presenter: Renee Tacka.  Renee is a former major accounts sales manager and director for The Patriot-News, Harrisburg, as well as MediaOnePA in York.  She has managed sales teams while coaching and training them in negotiations, sales strategies and market analysis.  She has an extensive background in marketing, and research having worked for Claritas, also.  Renee holds a B.S. and an MBA in Marketing from York College where she is also an adjunct professor of marketing.

Download information on Advertising 201.

Calkins Media Video Certification Training Program
To help newsmedia companies to effectively and efficiently utilize video in their newsrooms, the PNA Foundation is providing a series of video training modules which give participants the opportunity to become certified.  Basic, intermediate and advanced as well as managerial sessions are offered.  From basic video newsgathering with a smartphone to composition, sound, lighting, editing, writing techniques, voice delivery and more, this hands-on, interactive training can significantly impact news companies across Pennsylvania.

Various sessions are offered in Harrisburg throughout the year.  If you’re interested in customized video training brought directly to your newsroom, please contact Melinda Condon for more information.

Learn more about the Calkins Media Video Certification Training Program.

The Edith Hughes Community Workshop 
Formerly known as the "Weekly Renewal Workshop", this workshop has been renamed in honor of Edith Hughes in 2012.  At that time, it was expanded and enhanced to include community newspapers with a variety of topics and best practices offered each year. This valuable training is provided by the PNA Foundation and the Pennsylvania Society of News Editors (PSNE) with the generous support of Trib Total Media.

In 2016, we're focusing on management issues and offering the workshop to any size paper, daily or weekly.

June 15, 2016, @ PNA Headquarters in Harrisburg

Learn more about the 2016 Hughes Workshop, From Editing to Managing: A Workshop for New Managers.

The John L.S. and William B. Northrop Local Government Boot Camp
This two-day, intensive training program held each Spring, is for reporters who cover local government in Pennsylvania.  Thanks to the generosity of the Northrop family of the Observer Publishing Company in Washington, Pa., the PNA Foundation is proud to offer expense-paid fellowships to qualified journalists for this program.  Nomination and acceptance process applies.

Thursday, April 21 and Friday, April 22, 2016 @ PNA Headquarters

Learn more about the 2016 Northrop Boot Camp.

Keystone Multimedia Workshop
This three-day, low-cost workshop, sponsored by Penn State's College of Communications and the PNA Foundation, is for those interested in hands-on training in all forms of multimedia (audio, visual and photojournalism), from beginner to intermediate.  No experience necessary to successfully participate. For more information, please visit the Keystone Multimedia Workshop page on facebook.

Thursday, June 2 through Saturday, June 4, 2016 @ Gettysburg

Learn more about the 2015 Keystone Multimedia Workshop.

Circulation Management Leadership Training
Formerly known as the "Fall Circulation Training" or "DSM Training", this Fall training has been expanded and enhanced to include management and leadership information.  This intense two-day training program held in September, will help you improve your performance and give you a new perspective on the circulation profession.  Designed to benefit district sales managers, regional zone supervisors, marketing and promotion managers and circulation managers.

Thursday, Sept.29 and Friday, Sept.30, 2016 @ PNA Headquarters

Learn more about the 2015 Circulation Management Leadership Training.
Eliza Northrop Beale Memorial Workshop for Weeklies

Through the generosity of the Northrop family and Observer Publishing Comany, the PNA Foundation offers twelve expense-paid fellowships to weekly publishers and managers for the 1-1/2 day workshop that offers presentations and roundtables to help today's weekly publisher find success.  Registrations accepted on a first come, first served basis; typically held in the Fall on a Friday and Saturday.

Friday, Oct. 14 and Saturday, Oct. 15, 2016 @ PNA Headquarters

Learn more about the 2015 Eliza Northrop Beale Memorial Workshop for Weeklies.
Sharon Johnson Memorial Workshop
For 30 years, Sharon Johnson connected with the readers of The Patriot-News, Harrisburg, through her arts and entertainment writing.  Her witty and informed style made her a must-read in central Pennsylvania.  In honor of Sharon's memory, PennLive/The Patriot-News sponsors this annual workshop through the PNA Foundation, focusing on the hottest issues in today's newsroom including community engagement, video, watchdog journalism and more.  Together, we recognize that while the tools, resources, formats and products may have changed since Sharon Johnson was writing, a good story is still what readers want.

Thursday, Nov. 17, 2016 @ PNA Headquarters

Learn more about the 2015 Sharon Johnson Memorial Workshop.

State Press Association Webinars
Through the Online Media Campus, the PNA Foundation offers PNA members high-quality, low-cost online training.  These cost-effective and time-efficient webinars are designed to develop job skills.  All you need is a telephone and a Web-connected computer.  Online registration is safe, secure and easy.  Webinars are interactive.  Each program runs approximately 60 minutes and includes post-webinar follow up by presenters to ensure that all questions are answered.  All for only $35. 

For more information on Online Media Campus, visit their website.

PNA members can also take advantage of Inland Press Association's webinars, at the member rate of $75.  Upcoming webinars and registration information are available on Inland's website.

On-site Visits from Staff Experts
In addition to these and other training sessions, several Pennsylvania NewsMedia Association staff members are available to visit with your newspaper to provide anything from formal training or consulting services to simply serving as an expert sounding board on topics such as legal issues, online opportunities, advertising and marketing. This is just one more benefit of PNA membership. Contact the PNA Foundation at (717) 703-3002 or to make arrangements for your on-site visit!

Contact Us  |  3899 North Front Street, Harrisburg PA 17110  |  Phone: (717) 703-3000  |  Fax: (717) 703-3001