"Having worked in the PR industry for more than more than 11 years, it’s easy to think that if I don’t know how to sell in a story or a feature by now then I will never know. However, dealing with the national media, which is changing all the time, means you need to update your own skills regularly.
    With the trainers themselves working with the national media every day, they were able to provide an invaluable insight into how the national papers work and crucially what exactly it they want from PRs – and what they think about PRs!
    It’s a competitive market out there in terms of securing positive coverage, and I am hoping that this course will stand me in good stead to secure national coverage for my organisation. "

Lowri Jones, Cardiff University 
(More testimonials...)

When and where is our next course? See here.

Does your principal, CEO or vice chancellor expect you to hit the nationals? Does he/she want more regular news coverage?   You can spot a good story at ten paces, your press releases are watertight, you chase up on releases you've sent out... so why aren't editors picking up more of your ideas?
 
Consider this: have you ever sat down and really thought about what a journalist wants? Considered their priorities, the nuts and bolts of what they need to make a story work and the pressures of writing to immoveable deadlines? If not, you're missing a trick, because it's only when you understand the nitty gritty of how a journalist makes the decision on whether to go with a story that you'll regularly sell in your ideas.
 
This one-day training course will explore what makes a story compelling to a journalist under pressure and how to highlight the elements that instantly "sell it" to those you approach. We will also discuss discuss and workshop ways of presenting your ideas in a digestible format that attracts, rather than puts off, the busy journalist.
 
To be clear, we will not be looking at how to construct or sell in press releases. From our own experience of having to pitch stories to editors in order to make a living, we believe press releases are of limited use in piquing media interest. Instead, we look at honing and tailoring your pitch. 

Key topics will include:

  • Getting inside the journalists mind: what are their priorities and how can you help them?
  • How to get your story right: understanding your market and tailoring ideas for the best fit
  • Writing the perfect pitch: what gets a journalist to sit up and take notice - and what guarantees they'll click the delete button?
  • Pitching and chasing over the phone: what journalists want you to know - plus a few of the things it's best to avoid
  • When a pitch doesn't work: how to find new angles on your story.
  • Pitching cold - how to improve your chance of success.


Maximum 12 participants

Cost per delegate:
£300 per participant. 15% discount for two bookings from one institution.