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Media Relations

Course Information:

Online 12 hours Flexi-date£1,750.00
In-House Agreed with client FlexiblePOA
London 5 days 20-Jun£3,500.00
London 5 days 3-Oct£3,500.00


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    LCT 2022 Brochure
    LCT 2022 Brochure

    Who should attend?

      • Corporate and government spokespersons
      • Public Relations and Media Relations Managers
      • Marketing and Communications Managers
      • Owners and directors of PR consultancies
      • CEOs, Directors and Staff who undertake media interviews



      • Appreciate how media works and benefit from effective media relations
      • Identify story types and how they should be ‘pitched’ to editors
      • Gauge the importance of stories and how the media will assess them
      • Plan a successful press conference and give winning interviews
      • Use interactive; social and digital media


    How to Establish Successful Media Relations

      • Understanding the difference between media relations and public relations
      • Establishing, managing and maintaining relationships with target media
      • Appreciating news values and analysing reporters stories
      • Who is who in the news structure; reporters, editors, desk journalists and others
      • Importance of maintaining lists and data on target journalists

    Pitching Stories Successfully

      • Identifying reporters’ beats and understanding their importance
      • How to pitch your stories to key journalists
      • Recognising news deadlines and observing them
      • Planning, setting out and writing successful press releases
      • Understanding how and where reporters get their news material

    Identifying the Importance of Stories

      • Deciding whether a story is for all media or specific news outlets
      • Gauging how important a story might be to media
      • Gaining a reputation as a dependable source of information for reporters
      • Following up your story with reporters
      • Developing and utilising ‘tip’ sheets

    Press Conferences and Interviews

      • Planning, preparing, implementing and following up a press conference
      • The difference between a press briefing and press conference
      • Preparing for an interview and understanding the reason for it
      • Adopting television skills for before during and after an interview
      • Pitfalls and how to avoid no comment and off the record

    Techniques for Digital and Social Media

      • 24hr news requirements
      • Use of online media
      • Auditing and monitoring social media
      • Utilising ‘citizen’ reporting
      • Differences in approach to traditional and interactive media

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