Effective media relations in the digital era
Effective, Media, Digital, Relations
Course aim
Navigate today’s media landscape building high value, long lasting relationships with journalists and who will share your stories and messages with their audiences.
Who should attend?
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
Training that is inclusive: Diverse perspectives and experiences matter to us at the CIPR. We are fully committed to hosting accessible and inclusive training that enables you to attend and engage fully.
Our venues have wheelchair access, hearing loops, toilet facilities are accessible and assistance dogs are welcome. We can also arrange private rooms for prayer or nursing for example. Please email the team to let us know how we can support you.