Course code: CSE-SSM - call 0845 071 2801
Overview
Course duration: 1 day.
Probably the most daunting and difficult task in PR is selling in a story to the media. However, most PR people approach the task with no strategy, leading to a low success rate. This workshop helps you successfully meet the challenge of selling in stories.
Is it right for me?
Account executives within PR consultancies and in-house public relations professionals who wish to increase their success rate for pitching in stories to the media.
What will I learn?
By the end of this practical course you will be able to:
- Improve your success rate in pitching stories to the media
- Learn where and who to make your pitch to
- Practise making a pitch to the media
- Improve your skill in tailoring stories to match different media needs
- Use a broader base of tools to make your pitch more attractive
What will it cover?
What Makes a Good Story to Sell In
- Common problems encountered when selling in
- Getting the angle right
- Constructing the story for maximum appeal
Developing the "Full Package"
- Photographs, interviews, statistics and research to make the angle more "saleable"
- Tailoring the Story to the Medium
Who wants what and how to approach the different media
- Knowing the Media and Building the Contact List
Making the Approach
- Tactics to use in the approach
- Telephone skills and tactics
Handling Difficult Journalists
- Tactics for dealing with different journalists
- Handling the knock back
- Following up the sell in
Training Method
The course is highly interactive with role plays and exercises helping to underpin the theory and feedback provided by an experienced PR professional.