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Successful Press Relations for PRs and Marketers

Completed 2009

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How to get into the headlines, tell your story effectively, and build relationships with key journalists.

Course aims

To enable delegates to develop skills in pitching stories to journalists and building effective relationships with them to facilitate the sale.

Who will benefit?

PR account managers and junior PR staff, junior and middle marketing managers who are required to produce press literature, and face the press by email, telephone or face to face.

Why should you attend?

  • To learn how journalists on daily, weekly and monthly publications work
  • Understand what makes a good story, and how to sell it effectively
  • To develop skills in pitching PR stories to journalists by email or phone

Key content

Unit 1

  • Story pitching: how to say something new, relevant and interesting. Understanding news – recognising what journalists look for in a story, and asking the right questions.
  • Identifying the new, relevant and interesting angle in a story
  • Summarising a story in 30 words - hands-on practice
  • Summarising a story in 30 seconds - hands-on practice

Unit 2

  • Understanding what a journalist’s day looks like and how you need to fit into it
  • The difference between daily, weekly and monthly publications
  • Tips and tools for clear, purposeful and punchy communication
  • Hands-on practice pitches - thinking on your feet, asking questions and handling objections
  • Relationship building dos and don’ts