Learn how to secure high-profile press coverage for your clients, 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 marketing agencies 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, journalist and content strategist Lauren Razavi, who writes for national titles including the Guardian and VICE, will explain the importance of storytelling and how to put your client’s story front and centre of any pitch.
The course will also offer guidance on working with the media and tips on how to build strong relationships with publications and freelancers. It will take a closer look at how the media’s changing and how you can take advantage of new emerging platforms.
- How the press and media operates and how journalists find stories
- The importance of strong storytelling in securing press coverage
- The impact of digital on media and marketing
- What journalists and editors are looking for from PRs
- The dos and don’ts of working with the media
- How to build strong relationships with journalists and editors
Lauren Razavi is a journalist and content strategist whose work has taken her to more than 30 countries so far. She writes for The Guardian, VICE and Inverse.com amongst other titles, and has worked on editorial for leading global brands such as Google, Facebook, NatWest and Land Rover through her communications consultancy, Flibl. Her work focuses on technology, innovation, sustainability and the future.
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Welcome to Guardian masterclasses – a unique programme of learning embedded within one of the world's most forward-thinking media organisations.
Masterclasses offer a broad range of short and long courses across a variety of disciplines from creative writing, journalism, photography and design, film and digital media, music and cultural appreciation.
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The programme is aimed at anyone interested in personal or professional development whether that be refining your skills, focusing your ambition or simply broadening your mind and gaining inspiration.