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 better use social media?  Reporting on local government?  Struggling with open meetings and records? Using multimedia tools, video, etc.? Writing the perfect headline?  Working to retain and grow audience?  Designing an eye-catching page or an ad campaign?  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.

Missed a webinar?  Many of our webinars have been recorded and archived and are available for purchase.  Review a list of available sessions

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.

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!

Download more info on PNA Foundation Sales Leadership Training.   

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 Family Video Training Program
To help newsmedia companies to effectively and efficiently utilize video in their newsrooms, the PNA Foundation is providing hands-on video training using smart phones to gather and edit news. Sessions available in Harrisburg and can be arranged onsite or regionally.  Basic video storytelling as well as other sessions are available.  Sponsored by the Calkins family. 

If you’re interested in hosting regional training, please contact Melinda Condon for more information.

Learn more about the Video Training Program.

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 19 and Friday, April 20, 2018 @ PNA Headquarters

Learn more about the 2018 Northrop Boot Camp.

Best Practices Workshop (Circulation Training)
Formerly known as the "Fall Circulation Training" or "DSM Training", this training has been expanded and enhanced to include best practices for subscription sales, retention, single copy sales and more. Designed to benefit circulation managers, district sales managers, regional zone supervisors, and audience development directors.

Friday, April 27, 2018 @ PNA Headquarters

Learn more about the 2018 Best Practices Workshop.

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, May 31 through Saturday, June 2, 2018 @ Gettysburg

Learn more about the 2018 Keystone Multimedia Workshop.

View the 2018 Project.

The Edith Hughes 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.

Thursday, June 21, 2018 @ PNA Headquarters in Harrisburg

In 2018, our focus is on Google Tools training for journalists. Learn more about the 2018 Edith Hughes Workshop.

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, Sept. 21 and Saturday, Sept. 22, 2018 @ PNA Headquarters

Learn more about the 2018 Eliza Northrop Beale Workshop.
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. 15, 2018 @ PNA Headquarters

Learn more about the 2018 Sharon Johnson Workshop.

Learn more about the 2017 Sharon Johnson Workshop, Covering Pennsylvania's Opioid Epidemic. Visit the PNA Facebook page for a recap and photos.

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!

If you do not currently receive our emails about upcoming training events, email the PNA Foundation or phone (717) 703-3003 to be added to our list. 
Contact Us  |  3899 North Front Street, Harrisburg PA 17110  |  Phone: (717) 703-3000  |  Fax: (717) 703-3001