Good B2B Media Writing

Intermediate

Summary
This highly-practical seminar shows delegates how to produce B2B media material which is just as interesting and engaging as the B2C stories which win awards. It explains what editors are looking for and how to encourage B2B clients to be more adventurous.

Trainer: Adrian Wheeler

How attendees will benefit
Participants learn how to research and compose B2B stories according to the same rules which journalists are trained to use, and how to pitch B2B material successfully to trade, technical and general-interest media outlets.

Who should attend
Anyone inhouse or agency

What attendees will learn
B2B clients: finding the hooks and news-pegs
B2B media: what they want, how they operate
Media selection, media relationships
B2B story structure and format
B2B story content and style
Headlines
Self-editing
Making the most of a weak story
Online interaction
Practical exercise: news
Practical exercise: case-studies
Practical exercise: op-eds
Practical exercise: features
Practical exercise: placing stories

Delegate instructions
No pre-work for this course