Create Media Coverage

How to Plan, Package and Pitch your Story

Generating media coverage for your story involves more than just writing an impactful media release (although it’s a great start). Dealing effectively with the media requires an understanding of how the media works, what information journalists, news directors, producers and editors may find interesting and useful, and how and when to ‘pitch’ or present your story to best effect.

Developed due to popular demand, this one-day workshop provides valuable insights and guidelines on the art of strategically targeting media and is limited in size to ensure personal attention. The emphasis is on ensuring you quickly learn the fundamentals of planning, packaging and pitching your story to the media in a stimulating, interactive atmosphere that encourages participant interaction and group discussion. The workshop includes practical exercises and features relevant examples and real-world case studies, not just theory.

Participants cover:

• Deciding which media to approach 
• Packaging the story according to what different media want/need
• Going beyond the media release: using media kits, video/audio news releases and photographs to tell your story 
• Writing an impactful ‘pitch’ email to suggest a story, interview, etc
• Selecting appropriate events: media conferences, photo opportunities, stunts
• Timing your media activity: news cycle, lead times, embargoes, exclusives
• Proactive and reactive media relations
• Communicating effectively with media – the do’s and don’ts

Please note that this workshop does not cover media release writing, which is the subject of a separate yet related workshop: Writing Effective Media Releases that Generate Coverage.

Who should attend

The workshop is suitable for anyone who wants to learn how to deal more effectively with the media, such as PR personnel, marketing executives and businesspeople who want to undertake their own publicity. It’s also great as a refresher if it’s been a while since you have communicated with the media or need some new ideas and inspiration!

Please contact us to discuss your specific needs.