How to Connect with Journalists

How to make sure you’re pitching well to the right person at the right time

This four-hour course on how to connect with journalists focuses on how to make sure you’re reaching the right person for a story – and how to nail your pitch.

What You’ll Learn

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 and drill down into what makes an effective pitch. Practical exercises will give you plenty of opportunity to build your writing skills and get feedback on your work.

This advice will help you improve your current and future releases, and make sure your story ends up on a journalist’s ‘yes’ pile. The clinic ends with a group discussion on key lessons from the day.

How you’ll learn

This two-module how to connect with journalists 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.

Who the course is for

This course is for you if you want to build on your ability to write a great press release, and develop your understanding of how to follow up effectively. If you’re looking for support on writing skills, you might like our How to Write the Perfect Press Release, Writing Press Releases Essentials or Writing Press Releases Advanced.

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
how to connect with journalists - reporter on the ground smiling

How to Connect with Journalists

How to make sure you’re pitching well to the right person at the right time

Get in touch

What our students say

View all testimonials

I was able to count on excellent teachers and professionals who helped me push my limits and achieve my goals. I was impressed by the quality of the course and the motivation teachers put into it. It was a great experience and I would definitely do it again!

Laure Poncet
, Research Officer
, ARC Centre of Excellence for Climate Extremes

I really could not recommend Press Association enough to anyone who is looking to jump into the fascinating world of journalism. The course equips you with all the necessary skills you need to enter the industry and the wide range of topics covered leaves it hard for you to ever feel bored.

Holly Bishop
, Digital Reporter
, GB News

The lifelike interview settings and tasks that PA Media Training deal in replicate perfectly the real-world feel of a tough media interview and help the delegates come out of the day feeling much more confident that they can play an active role in representing their organisation.

Transport for London
, Director of Communications & Corporate Affairs

The methods and techniques you learn (and apply) on a daily basis through teaching, coursework and eventually exams crop up again and again in both job applications and jobs themselves – the course content is directly relevant to the realities of the industry. 

James Saunders
, Digital News Reporter
, GB News

Not only did I develop the necessary toolkit to become a journalist, but I also did so in an environment that fosters a real sense of community and personal career support.

Erin Waks
, Trainee Sub-Editor
, Daily Mail

Being equipped with an NCTJ Diploma does massive favours for your future, and the skills the course taught me are ones I lean on every single day. The simple fact is, I wouldn’t be where I am without that course. 

Alex Barker
, Videographer & Presenter
, The Athletic

Contact us

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