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

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

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

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

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 small class sizes nurture a comfortable environment where everyone supports and learns from each other. The staff helped me hone in on my writing skills and develop the confidence to feel comfortable on camera.

Camilla Foster
, Reporter
, Newsquest

Contact us

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