Build relationships with media covering media pitching before you need them.
Building Strategies for Pitching Media Proposals to Editors
Develop the judgement and the documentation needed to run media pitching properly.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Internal audiences learn about media pitching from the news unless you reach them first. Credibility in this aspect of communications and media practice is spent quickly and rebuilt slowly. The outcome is a practitioner who can hold a position on the communications and media practice discipline and revise it on evidence. This programme builds media pitching from first principles, without padding and without omitting what matters. Participants apply the practice within communications and media practice to their own communications function throughout, so the output is directly usable. The content is relevant to those who own this area of communications and media practice and to those who are held accountable for its results. Improvement in media pitching stalls when it depends on one capable individual rather than a defined method. Field experience suggests that the barrier to better this strand of communications and media practice is rarely technical. Participants leave with a plan for the wider communications and media practice agenda sized to what their organisation can realistically absorb.
Expected Learning Outcomes
Set the minimum documentation for media pitching that is genuinely necessary, and stop there.
Design the crisis response plan for media pitching with named roles and pre-agreed authority.
Prepare a short, evidence-based briefing on media pitching for senior management.
Distinguish the parts of media pitching that must be standardised from those that require judgement.
Prepare the apology or acknowledgement for media pitching that is credible.
Sequence internal and external communication about media pitching correctly.
Who Should Attend
Community relations staff engaging stakeholders about media pitching.
Investor relations officers communicating media pitching to markets.
Team leaders and supervisors who put media pitching into practice day to day.
Digital and social media managers handling media pitching online.
Consultants and advisers supporting clients on media pitching.
Content producers creating material about media pitching.
Course Modules
Media pitching: measurement beyond coverage volume
2 sessions · 8 pointsSession 1Making media pitching work when resources are constrained
- Plan the sequence in which improvements to media pitching will be introduced.
- Build a stakeholder map for media pitching and the message each needs.
- Configure monitoring that flags coverage of media pitching within the hour.
- Close out actions on media pitching rather than leaving them open indefinitely.
Session 2Telling staff about media pitching before the press does
- Review whether coverage of media pitching changed anything that matters.
- Plan the recovery sequence after a reputational event involving media pitching.
- Remove steps in media pitching that add effort without adding assurance.
- Review whether media pitching is aligned with the objectives of the communications function.
Media pitching: materials a journalist can actually use
2 sessions · 8 pointsSession 1Comparing media pitching with recognised practice
- Check communication on media pitching against legal and regulatory constraint.
- Assign responsibility for keeping documentation of media pitching current.
- Establish who is informed, consulted and accountable in media pitching.
- Agree who signs off statements on media pitching outside working hours.
Session 2Monitoring media pitching in time to act
- Agree the smallest change to media pitching that would be visibly useful.
- Estimate the resource media pitching requires to run as designed.
- Archive every statement issued on media pitching with date and approver.
- Agree the indicators that will show whether media pitching is improving.
Media pitching: media relations and the working journalist
2 sessions · 8 pointsSession 1Measuring communication on media pitching beyond clippings
- Rehearse the hostile interview on media pitching with a real challenger.
- Debrief after each significant episode involving media pitching.
- Prepare the holding statement for media pitching in advance.
- Write down the assumptions underpinning the approach to media pitching.
Session 2Building lasting competence in media pitching
- Write the three key messages on media pitching and test them against hard questions.
- Arrange the handover of media pitching so capability survives staff changes.
- Prepare the acknowledgement for media pitching that does not evade responsibility.
- Set the review interval for media pitching and who attends.
Media pitching: internal audiences and sequencing
2 sessions · 8 pointsSession 1Writing on media pitching so a journalist can publish it
- Draft materials on media pitching that need no rewriting to be published.
- Collect evidence on the present handling of media pitching before proposing changes.
- Rank the weaknesses in media pitching by consequence rather than by ease of fixing.
- Sequence internal notification about media pitching ahead of external release.
Session 2Coordinating media pitching across markets and languages
- Map the handovers in media pitching between functions and secure them.
- Decide in advance when to correct misinformation about media pitching and when not to.
- Name the crisis roles for media pitching and confirm authority to speak.
- Identify where judgement in media pitching is legitimate and where it is not.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
We will contact you within one business day to confirm.