How to Work with Journalists and Get More Media Coverage

Learn how to sell your stories into newsrooms effectively – from news release to pitch

This one-day course will show how to work with journalists by helping you to understand the newsroom and what journalists need so that your releases and pitches are more effective.

What you’ll learn: How newsrooms work and press release writing

We’ll demystify newsroom structure and show you how some of the UK’s most well-known and reputable outlets are organised. From day-to-day operations to long-term planning, you’ll broaden your understanding of exactly what goes on behind-the-scenes at broadcasters and publications and learn exactly what journalists do – and don’t – want. We’ll also explore how to find the right contact for a story, as well as the merits (and downsides) of pitching via email, on the phone, and in-person.

After learning the theory, in the final segment of the course you’ll focus on practical press release writing with an interactive clinic where you will receive actionable feedback on releases you have written. We’ll ask you to share in advance a release you’ve recently sent or are currently working on, and then you’ll benefit from feedback given by an experienced former editor and practitioner.  

This advice will help you improve your current and future releases, and make sure your story ends up on a journalists’ ‘yes’ pile. The clinic ends with a group discussion on key lessons on how to work with journalists.

How you’ll learn

This three-module course will be led by an excellent trainer and practitioner who will share their practical expertise through presentations, discussion and practical exercises – ensuring you have opportunity to reinforce your learning and test your understanding of how to work with journalists.

Who the course is for

This course is for you if you want to build your existing press release skills and develop your understanding of how to follow up effectively. We assume you already have good writing skills and now wish to refine them – if you’re looking for more support in this area, you might like our How to Write Perfect Press Releases course.

We currently offer this course as bespoke training for teams and can deliver it remotely, or in your offices. Get in touch using the button below to discuss times and dates, as well as how we can tailor it to your needs. 

If you’re booking for yourself, find all of our scheduled courses here

Course Modules

How Newsrooms Work

  1. How newsrooms are organised
  2. The editorial decision-making process
  3. What journalists want (and don’t want)
  4. Matching a story to the right journalist
  5. Opportunities outside the news cycle

From Press Release to Pitch

  1. Why do we pitch?
  2. Preparing your pitch
  3. How to write your pitch
  4. Practicing your pitch
  5. Building your media contacts and pitching in practice

Press Release Copy Clinic

  1. Receive feedback on a recent release you’ve written
  2. Spend time rewriting and improving it
  3. Come together for a group discussion
How to work with journalists - microphones at interview

How to Work with Journalists and Get More Media Coverage

Learn how to sell your stories into newsrooms effectively – from news release to pitch

Get in touch

What our students say

View all testimonials

The training scenarios are as real to life as you could possibly get. They took considerable time to research our current plans and issues and used these to design a series of true to life radio and TV interviews. The team is outstanding, and their expertise and knowledge has been invaluable. Book them – you’ll be glad you did.

NHS Vale of York Clinical Commissioning Group
, Communications Manager

My time at PA Training was a whirlwind of fun and excitement. The full-time NCTJ course in London is fast-paced and hard work but perfectly sets you up for what to expect in a reporter role.

Camilla Foster
, Reporter
, Newsquest

I made amazing friends, amazing memories and now it has led me to an amazing job which I never would have gotten without my time at Press Association.  

Holly Bishop
, Digital Reporter
, GB News

The team is flexible, slick, well-resourced and overall simply first class. Their expertise and knowledge have been invaluable. I was delighted with our choice, so I’d have no hesitation in recommending them

Prostate Cancer UK
, Head of External Relations

I learned to write concise articles and features, while developing my skills in social media, interviewing sources, and producing stories for an increasingly online audience. The course has allowed me to start a full-time journalism career.

Jonathan Moynihan
, Social Media Producer
, Forces News

The staff truly go above and beyond, providing detailed feedback, a wealth of knowledge and many career opportunities. I’d recommend the course to any budding journalist. You’ll have fun, too!  

Erin Waks
, Trainee Sub-Editor
, Daily Mail

Contact us

Do you wish to train on one of our specialist courses? Start by filling in the application form – we’ll ask you for some important information such as your education and employment history.

Contact us

For more information , simply fill out the form and a member of our team will be in touch.

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