Effective journalist relationships and communications

An in-house course for up to fifteen people – book it for your team

This half-day course looks at how PR executives can build effective relationships with journalists and editors, at how to write and follow up press releases, and how to gauge whether an announcement is genuinely ‘newsworthy’.

This course is led by Chris Cooke, a business journalist, media entrepreneur and communications expert who has been writing about and advising on the media and content industries for over a decade. Chris provides training and consultancy via Media Insights, and is also a key trainer for the Taylor Bennett Foundation.

To discuss utilising our training services email


• An introduction to where the PR industry fits in for newspapers and magazines, and how journalists and editors view PR contacts.

• An overview of a journalists’ role, challenges and resource limitations, how things are changing, and how PR executives can help.

• An overview of newspaper and magazine production processes, the role of the ‘news agenda’, and why that matters to PR executives.

• The importance of data and information about media contacts, and utlising that knowledge

• Understanding which journalists and media to target, how to predict reception, and the differences between proactive and reactive PR.

• How to build relationships with new media contacts – and the role of events, briefings, conference calls and corporate hospitality.

• Tips for writing better press releases and notes to editors, and the importance of good photography and multi-media resources.


• Junior media relations executives looking for a concise and comprehensive introduction to how to better communicate and build relationships with media contacts.


• This is a four hour session.

• To discuss booking this course email