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What journalists want: A masterclass for PRs and marketers

Guardian Masterclasses

Wednesday, September 12, 2018 from 2:00 PM to 5:00 PM (BST)

What journalists want: A masterclass for PRs and...

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Ticket Type Sales End Price * Fee Quantity
What journalists want: A masterclass for PRs and marketers Sep 11, 2018 £129.00 £6.79
* Prices include VAT

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Event Details

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 struggling to make yourself heard in the slew of competing press releases? 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.

Lauren will offer guidance on working with the media and tips on how to build strong relationships with publications and freelancers. She will also take a closer look at how the media’s changing and how you can take advantage of new emerging platforms.

The course will be relaxed, informal and fully interactive with plenty of opportunities for you to ask questions and get advice.


  • How the press and media operate 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


Tutor profile

Lauren Razavi is a journalist and content strategist whose work has so far taken her to more than 30 countries. She writes for the Guardian, VICE and among 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.

Full course and returns information on the Masterclasses website

Have questions about What journalists want: A masterclass for PRs and marketers? Contact Guardian Masterclasses

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When & Where

The Guardian
Kings Place
90 York Way
N1 9GU London
United Kingdom

Wednesday, September 12, 2018 from 2:00 PM to 5:00 PM (BST)

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Guardian Masterclasses

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.

Harnessing the expertise and specialisms within the organisation, our courses are led by first class and award winning guardian professionals whilst also drawing on the skills and expertise of other leading figures at the forefront of the creative and digital industries.

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.

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What journalists want: A masterclass for PRs and marketers
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