How do you get a journalist interested in your news release? How do you approach the journalist? This workshop focuses on the importance of having a story the journalist wants, and how to present it as effectively as possible. Delegates will examine various strategies that will help to increase their success rate when selling-in stories to the media. The programme is highly interactive.
CIPR-approved trainer: Caroline Black.
Who is this course for?
This level one workshop is open to new entrants or anyone seeking a refresher course.
Topics
- why everyone has problems with the idea of selling-in stories
- making sure it is a good story
- what the journalist wants
- managing client/internal expectations
- communicating a good story: writing it
- communicating a great story: speaking it
- who to approach, when and how
- telephone techniques
- e-mail techniques
- common mistakes people make.
Benefits to you and your organisation
Delegates will feel a greater degree of confidence when constructing effective news stories and in filtering out stories with little or no news value. They will approach the selling process in a sophisticated and strategic way so that the chances of success are increased.
Learning approach
A combination of PowerPoint, practical exercises, group discussions and handouts.
Workshop fee
CIPR members: £260 + VAT; non-members: £400 + VAT.
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