Effective Media Relationships And Communications

A two-hour seminar on building effective media relationships

This two-hour seminar looks at how PR executives can build effective relationships with journalists and editors at relevant newspapers and magazines, and online and broadcast media. It also looks at the news agenda and how PR professionals can make their clients genuinely ‘newsworthy’, and considers the ins and outs of writing and following up press releases.


• 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 PR executives looking for a concise and comprehensive guide to best practice and current trends in media relations.

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 industries for two decades. Chris provides training and consultancy via Media Insights and is also a key trainer for the Taylor Bennett Foundation.

We run our training courses in-house for companies and organisations. Each course can be delivered as either an interactive seminar or webinar for a small group or a lecture for a larger group. We can also adapt courses to suit a client’s specific requirements.

To book this course email