Ensuring Your Story Lands: Successfully Pitching to Journalists

How do you ensure your story lands? What are the secrets to a successful pitch to media?

Start Date 4 April 2024
Course Dates 4 April 2024
Presenter Frank Dillon
Business journalist, publisher and media trainer. A regular contributor to The Irish Times where he writes about management issues, reviews business books and interviews business authors, he previously wrote for The Sunday Times. Frank has lectured on the PRII’s Diploma course since 2004 and has been an examiner since 2009.
Venue e-Workshop, Live online remote delivery
Fees PRII Members €180
Fees PRII Non-members €250

This half-day course (10am — 12:30pm) will give you the practical insight into developing effective working relationships with journalists and how best to present your announcement, personality, event or story to ensure take up. This workshop is designed for PR and communications professionals with some media relations experience who want to develop their skills and ensure their organisation’s or client’s work appears in the media.


  • Understanding the PR objectives for a story
  • Media landscape, segmenting audiences
  • Preparing your pitch
  • Choosing your target media
  • Media lists
  • Pitching to the appropriate media outlet
  • What the journalist needs from PR professionals, & what they don’t
  • Delivering your pitch - How to present material professionally & sell it in successfully
  • Communicating information, facts & arguments as quickly, clearly & concisely as possible
  • Supplying material to the media
  • Creating angles for the media
  • Exclusives - presenting an idea or slant that hasn’t been offered to anybody else
  • Evaluating media relations
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