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Date(s) - 26/09/2023
1:30 pm - 3:00 pm



This online seminar explains the increasing value of personal rapport with key media and describes how to establish relationships with journalists and editors, and how to maintain them. It talks about what journalists want and don’t want; their working environment; what is news and what makes a story; how to pitch a story successfully; what to offer media outlets when they are interested; the value of pictures and clips; how to resolve problems; and how to become a trusted PR contact.

Event Type: Webinar

Trainer: Adrian Wheeler FPRCA

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Event Overview

How attendees will benefit
Attendees will gain an understanding in:

  • How to invest in, and manage, their single most valuable professional asset
  • What journalists want and how to develop lifelong relationships with them
  • The rules and dynamics which govern MSM and online journalists’ careers
  • How to be a reporter’s ‘first port of call’
  • How to deliver better media results for their clients

Who should attend
This course is aimed at account executives who would like to develop their media relations skills further.

What attendees will learn

  • What journalists and reporters are like
  • Their professional pressures and goals
  • What they want from PR people, what they don’t want
  • How to develop a productive relationship with them

It also demonstrates:

  • How to provide the media with usable material
  • How to spot or create a news angle
  • How to turn a weak story into a good one
  • How to present material professionally
  • How to sell it in successfully


  • Hard copy (or online copy) of the Powerpoint slide deck
  • List of relevant books, articles, sites and blogs
  • Checklists, cue-sheets and fast-facts where appropriate
  • Email address for questions after the course


Bookings are closed for this event.