Centre for Continuing Education

Public Relations Course: From Profile to Profit

Marketing Communications. Connect better with your audience.

This public relations course will show you how to become a media spokesperson, and how to use this powerful marketing strategy to position yourself as a thought leader. In this media workshop you will learn how to come up with newsworthy angles that will get noticed by journalists and learn how to communicate with the media to achieve consistent media exposure.

Aims

The aims of this course are to develop your understanding of the opportunities that are available to garner free and consistent mass media exposure to develop the trust and credibility of your brand.

Outcomes

By the end of this course, you should be able to:

  • describe what journalists are looking for when putting a story together
  • write newsworthy angles for your own business based on the seven angle hooks demonstrated in the course
  • discuss what makes a newsworthy angle and why it’s so important in getting the journalist’s attention
  • demonstrate knowledge of how to create a list of journalists you’d like to pitch your story to
  • replicate an effective press release and pitch email structure
  • discuss how to create positive relationships with journalists so they continue to contact you for comment on future stories
  • develop a checklist to gain maximum ROI from your media exposure.

Content

Overview

  • What makes up the media landscape?
  • What is a media mindset and how to develop this way of thinking

Newsworthy angles

  • Identifying seven newsworthy angles to speak to journalists in their language

The pitch

  • Write a press release and pitch email that gets cut through
  • Identify who to pitch to

ROI

  • How to use your media exposure to take your business to the next level
  • Combine your media exposure with digital strategy to add 10X power to your overall marketing strategy

Intended audience

This course is suitable for:

  • marketing directors
  • marketing managers
  • heads of communications
  • communications managers
  • business owners
  • speakers
  • entrepreneurs.

Prerequisites

You do not need to have any experience with the media to attend this course.

Delivery style

Interactive workshop.

Materials

A workbook is provided in class.

Features

  • Expert trainers
  • Central locations
  • Free, expert advice
  • Course materials – yours to keep
  • CCE Statement of Completion

Public Relations Course: From Profile to Profit

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