Strategically Targeting Media – How to Plan, Package and Pitch your Story

Generating media coverage for your story involves more than just writing an impactful media release (although it’s a great start). Dealing effectively with the media requires an understanding of how the media works, what information journalists, news directors, producers and editors may find interesting and useful, and how and when to ‘pitch’ or present your story to best effect.

This one-day workshop provides valuable insights and guidelines on the art of strategically targeting media and is limited in size to ensure personal attention. The emphasis is on ensuring you quickly learn the fundamentals of planning, packaging and pitching your story to the media in a stimulating, interactive atmosphere thatencourages participant interaction and group discussion. The workshop includes practical exercises and features relevant examples and real-world case studies, not just theory.


Please note that this workshop does not include media release writing, which is covered in separate yet related workshop: Writing Effective Media Releases that Generate Coverage.


The workshop is suitable for anyone who wants to learn how to deal more effectively with the media, from public relations and media relations personnel, to marketing executives and businesspeople who want to undertake their own publicity. It’s also great as a refresher if it’s been a while since you have communicated with the media or need some new ideas and inspiration!


“Very interesting and practical.  I learnt more today about PR and media strategy than I did in two semesters of third-year university. Congratulations on such a comprehensive and informative program!” Kate Drewitt-Smith, Account Executive, Maxted Thomas PR

“Really useful course. Great to draw on Carol’s experience as well as all the experience in the group.” Elizabeth Lawrence, Project Officer – Media, Sydney Water

“Well delivered, enjoyable, great information and answers to questions. Thanks!” Dominique La Bouchardiere, A/Senior Corporate Affairs Adviser, Sydney Harbour Foreshore Authority


We can deliver the workshop at your premises or conference anywhere in Australia. Clients can opt for the standard workshop content above or we can tailor material to suit your training needs– please contact us to discuss your requirements. Private coaching is also available and open/public workshops are scheduled according to demand (contact us to register your interest).


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