Introduction to media relations – PR training course

How can PR agencies strike a balance between delivering exceptional client services and fostering the growth of their team?

February 9, 2024
Introduction to media relations – PR training course

Navigating the fast-paced world of public relations is no small feat, especially for junior members entering the industry. From learning how to draft compelling press releases and navigating client meetings to selling stories into the media to achieve top-tier coverage – there is so much for a PR Account Executive to learn.

However, the reality is that many PR agencies are stretched thin. The perpetual cycle of client work, deadlines, and campaign executions can leave little room and time for senior team members to nurture the junior talent within their organisation.

But in an increasingly competitive market, agencies find themselves at a crossroads: they understand the importance of upskilling their junior staff to deliver excellent work and be seen as an employer of choice to attract and retain talent, but the realities can often hinder the allocation of time and resources for comprehensive training initiatives.  

Herein lies the challenge: How can PR agencies strike a balance between delivering exceptional client services and fostering the growth and development of their team members?  

To help address this challenge and provide a solution, we have partnered with a seasoned former journalist to deliver "What Is News?" – an interactive training initiative designed to empower PR professionals with the tools and insights necessary to harness the power of the media effectively.  

By offering an affordable and impactful half-day session, which will be delivered at your place of work, the training course helps to address the time (and financial) constraints PR agencies often face.

The hands-on approach of the training course ensures that valuable skills are imparted effectively. After learning best practice tips, participants will then have the chance to apply their newfound knowledge through a series of set tasks and assignments.

So, what will you learn in the PR training course?

The difference between news and advertising - Understanding the nuances that set news apart from advertising is fundamental to capturing journalists' attention. Andrew will delve into the key differences and guide participants in crafting content that aligns with journalistic standards.

What makes a great story - This question lies at the core of effective PR. Andrew will share his expertise in identifying and developing narratives that resonate with the media and the target audience.

How to write an attention-grabbing headline - The headline is often the first point of contact between your content and journalists. Learn the art of creating attention-grabbing headlines that entice journalists to delve deeper into your press release.

How to structure a story that journalists will want to use - Organizing information is crucial in conveying your message effectively. Discover the art of structuring your stories for maximum impact and clarity.

How to build meaningful and long-lasting relationships with journalists - Establishing and nurturing relationships with journalists is key to securing media coverage. Andrew will provide insights into building meaningful, long-lasting connections with media professionals.

Who should attend?

The training course is perfect for people starting out in their PR or marketing career who haven’t had any formal media training. It's also great for existing PR and marketing professionals who want a refresher in media relations.

Who is the Trainer?

Andrew started his career with the Telegraph & Argus, one of the country’s leading regional daily newspapers. Over the past 33 years, his work has featured in leading media titles including The Times, The Daily Telegraph, The Sun, The Daily Star, The Yorkshire Post, and many leading trade magazines. His knowledge and experience provide for highly informative and valuable training.

How much does it cost?

The training course is available for a standard fee of £350, irrespective of how many delegates you wish to attend.

How to book?

Please email for more details and to arrange your session today.