Journalists receive literally thousands of approaches from companies and their PR agencies every year. That's why it's essential to learn how to stand out from the crowd. And if you're fortunate enough to have a media opportunity, it's vital that you know how exploit it to its full potential.

Course Objectives

This professional one-day workshop, developed over the last eight years with clients such as Sun, IBM, and Microsoft, includes a mix of interactive presentation, message development sessions and role-play interview training. All course materials are provided. Delivered by working journalists.

Who the course is for

this course provides the perfect preparation for anyone who may have to face the press
ideal for managers who may be nervous or apprehensive about dealing with journalists
a perfect refresher for old hands who want to get their skills up to date
perfect for in-house and agency PR executives who are new to PR and need a solid introduction to working with the press

Learn how the media works

what journalists really want and how the commissioning process works
how magazines, newspapers and other media are structured - who does what? who should you be talking to? what are the differences between freelance and staff journalists, news and feature writers, their different ways of working, needs and agendas?
editorial integrity - the relationship between advertising and editorial departments, and how to work most effectively between the two teams

Learn how to work with the media

how PR professionals work efficiently with the media — tips on creating an effective process to ensure that media opportunities are optimised
the best ways to inform journalists about your company, brand, product or service
interview tricks, what off the record means, and things you must never do
message development — techniques, tips and methodologies for creating positive media messages

"The course has made a big difference to the way my client responds to the media. They listen to a journalist." Sue Starie, PR Consultant