PR training in contacting journalists
PERFECT PITCH MASTERCLASSHow to devise article and interview pitches that journalists really want to hearCourse in briefAn intensive workshop which shows you how to pitch or sell in PR ideas such as article and interview opportunities, as well as press conferences and facility visits, to editors and journalists. The course is based on exclusive research into what 75 editors are looking for when they're being pitched to. Duration: half-day. Fee: £195 + £34.13 VAT = £229.13. Attend if you are...- PR professional in an agency or in-house
- Marketing communications executive or assistant
The course is suitable for people from large and small organisations, and from companies, public sector bodies and not-for-profit organisations. What you gainAfter attending the Masterclass, you will be able to: - Understand how to develop an e-mail pitch which grabs attention
- Make a telephone pitch to a journalist with more confidence
- Write an interesting and focused article synopsis
- Choose the best pitch approach for each idea you submit
- Avoid the classic pitching errors which turn journalists off
About the coursePitching or selling in PR ideas such as articles and interview opportunities - not to mention press conferences and briefings - to journalists is one of the most frequent jobs for PR professionals. And also one of the most frustrating. Too often, you'll get no reply to that e-mail you've sent to the journalist you're targeting - or a bored "not interested" on the telephone. Being turned down again and again is hard work and depressing. And not good PR. But it doesn't have to be like that. The Perfect Pitch Masterclass shows you how to craft the kind of pitches that editors and journalists really will want to hear about. Why? Because the Masterclass is based on an in-depth research project which collected the detailed views of 75 editors and senior journalists across a wide spectrum of different newspapers and magazines about what it is they look for in a PR pitch. The Perfect Pitch Masterclass is ideal for any PR or marketing professional - agency or in-house - who wants to sharpen up his or her approach to pitch making and selling in ideas to editors and journalists. It's also ideal for marketing professionals who want to learn more about what it takes to get pitches accepted by editors. During the Masterclass, participants are encouraged to raise issues and problems they have with their own pitches and PR selling in. Masterclass programmeThe Master Class is based around 11 modules Pitch invasion: why PR doesn't get a result- How many pitches editors receive - and how many they use
- 10 top reasons editors turn down PR pitches, according to 75 editors
- Introducing a 10-step approach to the "perfect pitch"
Step 1: Understand pitch basics- How to understand what journalists want
- Four different kinds of pitch and when to use them
Step 2: Decide on your idea to pitch- What have you got to pitch?
- What do you want to pitch?
- How can you decide what to pitch?
Step 3: Research potential media targets- Where to find information about the media
- How to avoid falling into the "category trap"
- Why you must get the "hygiene factors" right
- Six questions to answer before you pitch
Step 4: Choose the best format to carry the ideaStep 5: Prepare your pitchThe four components you need in your pitch What editors expect (or hope!) from a synopsis - Six steps to write an attention-grabbing article synopsis
- Six steps to write an attention-grabbing interview pitch
Preparing a pitch for a press conference or event Preparing a pitch for a review copy or sample product Preparing a pitch for a facility trip or visit Six steps to write a covering e-mail for a synopsis How to get ready to deliver when an editor says "yes"
Step 6: Give your pitch the "wow factor"Step 7: Make your pitchHow editors like to receive pitches How to make an e-mail pitch stand out from the crowd When to make a letter pitch rather than e-mail An eight-step approach to making a telephone pitch When and where to make a pitch face-to-face
Step 8: Follow up on your pitch When you should - and shouldn't - follow up on a pitch What to do when the editor says "yes" Delivering on a contributed article Delivering on an interview opportunity Delivering on an acceptance to a press conference/event What to do when the editor says "no" What to do when the editor says "maybe"
Step 9: Handle an enquiryStep 10: Learn from experienceSeven pitch mistakes made time and time again, according to 75 editors How to build a long-term relationship with the media
Appendix: Learning from the best and worst pitches 10 editors receivedCourse materials The Perfect Pitch Masterclass comes complete with a set of outstanding course materials that are designed to help you build on your new-found pitching skills even after the course is over. You receive a course pack which contains:
- The Perfect Pitch Master Class Workbook and Course Notes is exclusive to people attending the Class. The Workbook distils the collective wisdom of 75 editors and senior journalists who took part in the research project on PR pitches. The Workbook contains dozens of quotes from the editors with handy hints and tips about what they want (and don't want) from PR pitches. The Workbook includes a comprehensive set of notes covering the main points of the Masterclass and also provides room for you to add your personal notes. The Workbook remains a permanent reminder of the course content - and a valuable source of reference - long after the Masterclass has finished.
- How to Make Your Case in the Media. This 159-page paperback is a practical guide to how to develop story ideas that the media will be interested in hearing about - and then put them across in interviews. ("This book does just what it says on the cover - it sets out to help people who find themselves being interviewed by either print or broadcast journalists... For those organisations that are not able to provide their people with media training, the book is a useful instruction kit." - Education Marketing and PR Association). Alongside the Workbook, it provides a valuable source of information which enables you to build on what you learn in the Masterclass.
Course presenter profile Peter Bartram
In 30 years as an editor of more than a dozen different newspapers and magazines, Peter Bartram has received thousands of pitches from PR people. So he is well-equipped to advise PR professionals on what journalists want from PR pitches. Peter has distilled much of his experience of the good, the bad and the ugly in PR pitches in two books (co-authored with Professor Colin Coulson-Thomas): The Complete Spokesperson: a Workbook for Managers Who Meet the Media and How to Make Your Case in the Media. As a busy working journalist, Peter's byline has appeared in national newspapers such as The Guardian, Daily Telegraph and The Sunday Times, in business and professional magazines, such as Director, Accountancy Age and Computer Weekly, in the local and regional press, in trade and technical publications, and in consumer magazines and newspapers - so he's well placed to advise on how to pitch to many different kinds of publication. Peter is an experienced public speaker and presenter and has devised and run media training events. He is also the author of other media and communications-related books including How to Write the Perfect Press Release and How to Write Well at Work. Among his 20 books are three titles in Random House Business Books' "Perfect" series of self-help titles. Peter is a member of the Society of Authors and the London Press Club. What people say... "What a full and fantastic course. A lifetime's worth of knowledge in an afternoon. Beautifully prepared course materials, and very enjoyable practicals - it's great. That session provided more clear value than any other training I've attended in the industry over the years." - Neil Boom, PR director, One News Page "This is the first course I've been on that has answered my need for a clear, concise 'rule book'. I think the checklists are great!" - Rebecca Hirst, PR and communications executive, First Direct "Peter was an excellent presenter and it was great to get his opinion considering his long experience as a journalist." - Jane Wakefield, press and communications manager, Research Councils UK "I really enjoyed the course - it felt like a breath of fresh air." - Ruth Palmer, Indigo Pink Communications. "We had an in-house Perfect Pitch Master Class at our firm. By the end, all of the six participants were able to state exactly how they were going to implement what they had learned in order to enhance specific client accounts - and I can already see their improved confidence in what they are doing." - Lizz Clarke, managing director, LCM Logical Creative Marketing "It was helpful to find out that some of what I am already doing is right but that there are ways I could improve. Thanks for a great afternoon!" - Gemma Hardy, BHPR and Design "Excellent afternoon. Time well spent. Thank you." - Chris Foster, media officer, The Scout Association "Overall, very solid course, with lots of real-life examples from editors. Very well structured Workbook, which will be valuable for my colleagues. Thank you." Nick Vellacott, director, Highlight PR In-house coursesIf you have several people who would like to attend a Perfect Pitch Masterclass, why not book an in-house session at your own offices? We can run in-house sessions for a minimum of three participants. The fee for an in-house Masterclass is based on the number of participants: three, £495; four, £645; five, £795; six, £895; seven, £995; eight, £1,095; nine, £1,195; 10, £1,245. (All prices quoted plus VAT and, depending on location, agreed travel expenses may be charged at cost.) For other numbers or to hold the Masterclass at an alternative location, please ask for quotation. If you would like to book an in-house Masterclass or like further information:
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