Effective Media Relations

Nov 10, 2026

Effective Media Relations

Take a more proactive, confident and strategic approach to generating positive media coverage.

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Course Details:

Gaining positive media coverage takes more than having a good story. You need to understand what makes news, know which journalists to approach, and communicate your story in a way that captures their interest.

Our practical media relations course will help you take a more proactive and strategic approach to generating media coverage. You’ll learn how journalists work, what makes a story newsworthy, and how to identify compelling angles that will appeal to different media audiences.

We’ll explore how to research, target, and pitch the right journalists; develop effective media releases and pitches; and build productive relationships with key media contacts. You’ll also discover how AI can help you research media opportunities, develop story ideas and prepare more effective pitches.

Through practical exercises, current examples and expert guidance, you’ll develop the confidence and skills to identify media opportunities, engage journalists and secure greater coverage for your organisation.

What to expect ?

Our training is practical, interactive and engaging, with plenty of opportunities to put your new skills into practice.

 You learn by exploring relevant, recent real-world examples and practical exercises which will equip you to take a proactive approach and generate positive media coverage for your organisation.

 Practical exercises and individual feedback

You’ll work through realistic exercises, individually and as a group, developing your skills and confidence through practice. Our BBC-experienced trainers review and analyse all exercises, giving constructive feedback and guidance to help you improve.

Who should attend:

    This course is for communications and PR professionals who want to identify new approaches to gaining media coverage, create more effective relationships with journalists, and raise the profile of their organisation and/or clients.

    This is the course for you if your role includes:

    • Managing media relations and responding to media opportunities.
    • Generating media coverage and raising your organisation’s profile.
    • Developing newsworthy stories and pitching ideas to journalists.
    • Building and strengthening media relationships.
    • Using media relations to support wider communications and organisational objectives.
    • Using AI to support media research, develop stories, and prepare pitches.

      All Participants Receive:

        • Workshop materials and media Interview rulebook and handy tips card to help with future media interviews
        • Recordings of practical exercises if required
        • Written assessments if required
        • A certificate of attendance if required

         

        Small groups, tailored training participants:

          • We limit our courses to a maximum of six participants to ensure everyone receives individual attention and plenty of opportunity to practise.
          • Before the course, we’ll send you a pre-training questionnaire to understand your organisation’s priorities, experience and objectives. This lets us tailor the content and practical exercises to ensure you get the most from your training.

           

          You will learn:

          • How journalists find, assess and develop stories.
          • What makes a story newsworthy and how to identify potential media opportunities.
          • Develop strong story angles for different media outlets and audiences.
          • Identify and target the right journalists and media contacts.
          • Develop newsworthy stories and angles that appeal to journalists and reach your target audiences.
          • Pitch stories clearly, confidently, and effectively.
          • Write compelling news releases and create attention-grabbing headlines.
          • Handle media enquiries and respond effectively to journalists.
          • Brief and prepare key spokespeople.
          • Build productive, long-term relationships with journalists.
          • Develop a more strategic approach to achieving media coverage that supports your communications and organisational goals.
          • Use AI to support media research, develop stories, and prepare pitches.

          Book This Course








             

            Use this form to book, or call us now on 01628 474 154 to discuss the best option for your organisation.

            Need something different?

            We deliver tailored training across the UK and internationally.

            If you have three or more people who require this course, ask us about an in-house training programme. It will be more cost effective, and save you the effort of travelling.

            We will bring our equipment, materials and cameras to your own premises. We tailor the training to you and your organisation.

            Get in touch or call us now to discuss the best option for your organisation.

            Tel: 01628 474154
            enquiries@mediafriendly.org