Effective media relations in the digital era

Navigate today’s media landscape building high value, long lasting relationships with journalists and who will share your stories and messages with their audiences.

Anyone new to media relations roles or those who handle media relations as part of their wider PR remit. It is also suitable for practitioners who wish to refresh their knowledge on how to effectively work with the media.

What to expect?

• Insight into how the modern media works and exploring how digital tools and platforms are changing the way news is gathered
• What makes a powerful story and how to adapt your material to give it a better chance of succeeding and achieving your objectives
• Advice on how to pitch to journalists
• Real-life examples and practical activities; time to develop story ideas relating to your role and receiving feedback on these
• Learn from other delegates on the course by sharing experiences as well as learning from the course trainer
  
   

Course objectives
Participation in the course will provide you with the knowledge to:

• Know the media
  • Who are they, where are they and why do we want to work with them?
  • What do they want from PR professionals?
• Select your stories
  
  • What is a story and what does a good story look like?
  • How to innovate in the digital space and make your stories stronger
  • The importance of ‘news values’
  • Where and how do journalists get their stories?
  • How to pitch a story to a journalist
• Practical matters
  • Which story to pitch to which media
  • Ways of presenting the story to journalists/media
  • The well-equipped press office