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WRITING FOR THE MEDIA: AN INTRODUCTION

Who this course is for:

Graduate Trainees, Account Administrators (AAs) and Junior Account Executives (JAEs)

Duration:

1 day

The content:

Writing for the media is still at the heart of most PR practice. As much as 80% of the work of the jobbing PR programme is focused on media relations. It therefore follows that knowing how the media works, what journalists want from PRs and how to deliver as finished a written product as possible are intrinsic to getting a result. To make that happen, it helps to think like a journalist and write like a journalist.

This programme starts by looking at what genres of journalistic writing offer an opportunity for PRs to learn and exploit. It deconstructs the different elements of the profession, from news gathering and reporting to sub-editing and shows in the process that writing for the media is a craft which can be learned and adapted to PR. Through the day, the programme includes modules on how to research and customise a media list, how to pitch stories successfully to news or features editors, best use of email and exercises designed to help you get to grips with writing in your own client context.

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The Caterpillar Factory
by Vyvyan Kinross

Kick start your career in the PR business. An insider's account of the skills and processes needed to build a successful career in PR, covering applied social psychology, techniques to launch new products, a structure for winning proposals and rules on writing style. This book is a must-read for all PR students.
Available in February for just £10.99
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