Effective Press Relations

By: Henshall Centre  08/10/2009
Keywords: press release writing

Delegates learn how to:

· Establish firm, lasting contacts based on mutual respect

· Stay in touch even when there is not a lot happening

· Pitch their stories effectively

· Deal with controversial issues without harming working relationships

· Brief journalists and line managers to focus media interviews to the best effect

· Make creative use of press events to get appropriate stories across


The New Media Landscape How the media landscape is changing. How PR practitioners can tap into the new opportunities this presents to build lasting relationships. Understanding how various categories of media operate.

Pitching your Story How to approach a journalist with your story. Getting the timing and tone right. Tips and techniques for making your pitch more effective. Developing compelling story angles. Mastering a system for understanding what makes news.

Organising Effective Press Events When to use press events to make an announcement. The advantages and disadvantages of events. Selecting the right event for your announcement. Building creativity into event planning. Logistics management and quality control.

Communicating through the Media Becoming a media resource. Effective interview technique. Driving the agenda and dealing with negative issues.

Keywords: press release writing