What journalists want: A masterclass for PRs and business owners

Whether you're a PR or small business owner, learn how to secure high-profile press coverage, understand what editors are looking for and how to adapt to a fast-moving, digital world.

Are you constantly struggling to make yourself heard? Continually pitching to editors and journalists but finding it hard to place your story? In today’s fast-moving digital world, competition’s tough and PRs and business owners are having to work harder and harder to make themselves heard.

But often, simple tweaks to your pitch, your approach and your angle can have a huge impact. The one thing editors are looking for is a good story. Nail that and you’re halfway there.

In this masterclass, freelance journalist and former editor Suzanne Bearne, who writes for national titles including the Guardian and the BBC, will explain the importance of storytelling and thinking creatively when its comes to securing media coverage. During the interactive evening course, which will be loaded with case studies, Suzanne will also offer guidance on working with the media and tips on how to build strong relationships with both staff and freelance journalists.

The session will also take a closer look at how the media is changing and how you can take advantage of emerging digital platforms.

Content

• How the press and media operate, and how journalists find stories

• The importance of strong storytelling in securing press coverage

• How to think creatively about your business/client

• What journalists and editors are looking for

• The dos and don’ts of working with the media

• How to build strong relationships with journalists and editors

Tutor profile

Suzanne Bearne is a freelance journalist for publications including the Observer, the BBC and the Guardian, where she has worked as a commissioning editor. She covers a broad range of subjects - from technology and travel, to small businesses and lifestyle - and has reported from places such as Myanmar, Lisbon, New York and Berlin.

All Guardian Masterclasses are fully accessible but please contact us at masterclasses@theguardian.com if you have any queries or concerns.

Full course and returns information on the Masterclasses website