Selling into the Media

Introductory

Summary
The cornerstone of any PR campaign is gaining media coverage for your client's story. Yet pitching a story to a journalist is probably the single most daunting task in public relations practice. Add to this the sheer volume of stories being sold into the media every day and the task starts to look impossible. What PR consultants require is a pitch strategy, coupled with an armoury of tactics to cut through the noise and score with a story that will interest a journalist. This course helps consultants meet the challenge of pitching stories to the media successfully.

Trainer: Steve Dunne FPRCA

How attendees will benefit
Attendees will be able to:
Define PR and define where it fits in the marketing mix and what it can contribute to reputation
Structure a basic PR campaign, including targeting and evaluation
Identify the core range of PR tactics
Structure a news story and employ the key steps in calling a journalist

Who should attend
This course is aimed at junior level staff and is suitable for newly recruited graduates or for those moving on from an administrative role into a PR role.

What attendees will learn
What is PR, where does it fit in the marketing mix and how does it contribute to ‘reputation’?
The structure of the PR industry and its different styles and specialisms
What are the key elements of a PR campaign?
The importance of targeting and evaluation
What are the tactics available to PR practitioners?
What are the key elements of a great press release?
How to call a journalist – some top tips

Delegate instructions
No pre-work for this course