We’ll kick off with the basics: what do we mean by PR, press, media, etc? We’ll dive into why we invest in PR, what it can do for our comms and our organisations, and building an audience-first mindset.

We’ll look at different story hooks and opportunities to get to get your message out there. We’ll explore how can we turn case studies into news stories, how we can turn research into click-bait, and how we go about choosing which stories to pitch and when to keep our powder dry. 

From writing sensational headlines to understanding how to structure your story, we’ll look at different formats you can use to write impactful press releases and web stories.

Understanding how journalists and media organisations work is key to the perfect pitch. We’ll explore relationship-building with journos, when and how to pitch your story, and reveal the biggest mistakes that journalists see.

We’ll explore the role of integrated communications to maximise the impact of your story, thinking about how you can leverage social media and other platforms. We’ll also look at the key principles of media interviews, helping you (or your spokespeople) stay on message with confidence.

We’ll explore how you can start using AI tools to support your PR work. We’ll also look at measuring success and implementing learnings for the future, as well as useful platforms and tools you can use to make your eve.