PR & Media Skills



Participants will gain the skills and knowledge required to develop and implement an effective PR strategy including developing relations with journalists and the media, writing and distributing press releases, media targeting and more!


Typical Content Includes:

PR & Why is it Important

A natural starting point, this module gives an overview of public relations and how it differs to other elements of the marketing mix.

Writing a Great Press Release

This module focuses on how to write a great press release including

  • Using the inverted pyramid approach for writing great press releases
  • How to identify Hooks for great editorial & key messaging
  • Top tips for writing compelling press releases


Media Targeting & Elevator PR Pitch

This module focuses on

  • How to target the media and journalists cost effectively
  • How to be create a compelling PR pitch – what to say and how to say it?
  • Top tips for how to engage with journalists more effectively

Photography & Working with Photographers

This module will look at the important link PR & Photography including

      • Writing a client brief to engage the services of professional photographer
      • The importance of clearly identifying roles and responsibilities
      • How to get creative with photography so that you can capture unique and innovative shots
      • Photos & the media including including: approach, caption writing and distribution


Managing a Successful Media Launch

This module focuses on the steps required to create and implement a successful media launch including:


  • Invite creation and distribution
  • Venue selection, guest of honour and guest speakers
  • Invite list & attendees
  • Registration and badges
  • Itinerary and Running Order
  • Venue hire and exhibition considerations
  • Equipment hire, refreshments & photography
  • Template for PR & Launch Plan

Developing and Annual PR calendar

This module focuses on how to set up and implement an annual PR calendar including

  • Identification of themes for the creation of PR hooks and key messaging
  • Identification of online and offline PR channels to distribute messages
  • The importance of specialist press for niche PR targeting
  • Top tips for effective PR planning

Upon completion of this training programme, learners will be able to

  • Develop the skills required to write & distribute press releases
  • Understand the importance of media targeting
  • Learn  the skills required to pitch stories to journalists
  •  Plan & organise media invites & set up media interviews (print & broadcast)
  •  Learn the skills required to plan & manage a successful media launch including working with photographers
  •  Apply the learnings of this workshop to develop an annual PR calendar