Meeting/Event Information

PRSA Dallas June Breakfast - SOLD OUT!


June 19, 2019
7:30 AM - 9:30 AM
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The Slate
2403 Farrington
Dallas, TX 75207

Diving into a journalist’s inbox – a media panel

Walkups WILL NOT be accepted.  If there are any cancellations, the waiting list will be accessed on a first come, first serve basis.  (To be added to the waiting list, register online for the event and you will automatically be added.)

Join PRSA Dallas on Wednesday, June 19, for a conversation on how to navigate today’s ever-changing media landscape. Hear from journalists on best practices when it comes to pitching and building relationships with the media. The panel of editors and reporters will give us a glimpse into their inbox and will share valuable feedback on:

  • How journalists are selecting what news they’ll cover and why
  • How they spend their time developing stories and what they really need from PR pros
  • How PR pros can break through the clutter and get a response from reporters
  • New opportunities to pitch digital media

Panelists include:

  • Matt Goodman, online editorial director, D Magazine
  • Lorena Flores, digital editor, Al Dia Dallas
  • Chris Lawrence, anchor/reporter, WFAA ABC 8

The panel will be moderated by WFAA contributor Shelly Slater, founder at Shelly Slater Strategies and co-founder at The Slate co-working and production studio.

Here’s your chance to meet with editors and reporters and learn how to maximize your media coverage! Bring your questions for the panelists or tweet them to us in advance @prsadallas. Breakfast will be provided. Space is limited, so register now.


Matt Goodman
Matt Goodman is the online editorial director for D Magazine, where he writes and edits stories about topics affecting the city of Dallas. He manages a staff of editors who cover news, food, arts, and lifestyle. He previously wrote about healthcare and edited D CEO, a monthly magazine about business in Dallas. He’s written about the first surgeon to be convicted for aggravated assault related to surgical outcomes, followed a heart transplant from start to finish, and has annoyed the city with too many stories about closed sidewalks to count. Matt remains a proud Houston native and is a graduate of the University of North Texas. 

Lorena Flores
Lorena Flores is a digital editor with 15 years of editorial experience in online and print Hispanic media outlets. Currently, she is the Digital Editor and Social Media Manager for Al Día, the Spanish publication of the Dallas Morning News. She is part of the Digital Cabinet of the Dallas Morning News, co-chair of the Dallas Morning News Training Committee and a board member of the Dallas Morning News Charities where she is the head of the social media committee. Lorena is also an active member of the National Association of Hispanic Journalists (NAHJ) DFW Chapter, where she has served as vice president for the 2017-2018 period.

Chris Lawrence
Chris Lawrence is an evening news anchor at WFAA ABC 8. He joined the team earlier this year after working six years at the WFAA station in Washington D.C. Some of Chris’ most notable work includes reporting live in New Orleans when Hurricane Katrina broke the levees, covering stories unfolding in Haiti just hours after the devastating earthquake of 2010 and reporting national security issues as a Pentagon correspondent. In addition, Chris has traveled with American troops and reported extensively in Iraq, Pakistan, Afghanistan and Israel. He is a graduate of the University of Maryland, and he and his wife are parents to their three young children.

Shelly Slater (moderator)
Nationally recognized journalist Shelly Slater has 20 years of experience getting to the point. As a multi Emmy Award winning news anchor and reporter, she knows how to engage an audience. Her career has taken her from live breaking news to interviews with everyone from President George W. Bush to Jimmy Kimmel and Amal Clooney. Shelly now runs her own company to help corporations win business & trust by delivering a message that sticks. From lawyers, to CEOs, and real estate groups, Shelly crafts stories that break through in a distracted world. Shelly has extensive experience in public speaking and presentation trainings to help both individuals and teams deliver a message that sticks. Shelly also co-founded The Slate, a new coworking space and production studio in the Dallas Design District.

Thanks to our venue sponsor, The Slate!

Wednesday, June 19, 2019
7:30 – 9:30 a.m.
(Doors open at 7:30 a.m., and the program begins at 8 a.m.)

The Slate
2403 Farrington, Dallas, TX 75207
Free public street parking is available on Farrington St. and Conant St.

Members: $35
Non-members: $55
Students: $25

Deadline to register: Midnight, Sunday, June 16 - SOLD OUT! Walkups will not be accepted.


Not yet a member? Join now and attend this luncheon at the member price! Once you have received your paid receipt for your national and local membership, please email the receipt to Liz Kennedy to be added to the registration list for this event. Deadline to email receipts is Monday, June 17, 2019 at 5 p.m.

Click here to join PRSA and the local Dallas chapter:

Note: Cancellations are due by 5 p.m. on Monday, June 17, 2019. If you need to cancel, contact Liz Kennedy at [email protected]. No refunds will be made after this date. No-shows will be billed.


$35.00 PRSA Dallas Member
$45.00 after 12:00 am June 17

$55.00 Non-member Price
$65.00 after 12:00 am June 17

$25.00 Student Price