A concise program on modern PR and media coverage for business. Includes media relations, press kit creation, pitching, and negative publicity response.
Language of course:
English
Format of the event:
Video lectures
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Course overview
Description generated based on course syllabus and open data.
This material structures modern PR approaches for business with a focus on press coverage: how to find relevant media, build relationships with journalists, shape a brand narrative, and prepare an effective pitch.
Modern PR and press coverage for business: program scope
Working with journalists and newsrooms
Methods for building professional contacts, maintaining relevance, communication etiquette, and proper follow-ups.
Pitch list and media press kit
Selecting reporters most likely to be interested; assembling a press kit (facts, background, visuals, contacts); writing concise pitches that attract editorial attention.
Brand narrative and handling negative publicity
Framing the brand story, crafting messages, preparing Q&A; response workflows for critical mentions and public statements.
- Identifying suitable journalists and outlets
- Building and leveraging media relationships
- Creating a press kit and media assets
- Writing pitch lists and effective outreach emails
- Managing negative publicity
Modern PR for press coverage: who it suits and who it doesn’t
- Suits: business owners, PR and marketing specialists, startup founders, B2B/B2C leaders, communications managers.
- Doesn’t suit: those expecting instant top-tier mentions without preparation; those seeking paid placements instead of editorial coverage.
PR problem → outcome in media coverage
- Problem: ad-hoc outreach to the press.
Outcome: structured reporter lists and a communications plan are established.
- Problem: pitches receive no replies.
Outcome: clear angles, hooks, and reporter-specific offers appear.
- Problem: unclear brand story.
Outcome: aligned messages adaptable to various media formats.
- Problem: risk of negative publicity.
Outcome: prepared response templates and handling procedures.
Comparison with alternatives: agency, DIY, and other PR approaches
- DIY PR (this approach): greater control over messages and contacts; requires time and discipline.
- PR agency: access to networks and processes; higher cost, less internal control.
- Influencers/ads: quick reach; not equivalent to editorial press coverage.
Outcomes after covering modern PR and press coverage modules
- Foundations for media relations and a practical pitching plan
- Completed press kit and a clear brand narrative
- Thematic calendar for press outreach
- Negative publicity workflow and basic crisis procedures
Evaluation
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