PR Workshops
I designed this four module workshop to include practical, guided tasks that create tangible assets attendees can use immediately to start securing coverage.
The course usually takes place on two separate days, one week apart, to allow attendees to complete tasks set during the first session. I can run the course from your office or off site, whichever works best for you and your team.
It's ideal for new starters, graduates and team members who currently handle press requests within a marketing role but have no formal training or as a best practice refresher.
Module 01: Identifying Opportunities
You’ll learn how to create a customer profile to keep PR outreach targeted rather than scattergun, and how to build and grow a media list that becomes your own little black book.
Module 01:
Identifying Opportunities
Overview
In this module, we’ll discuss types of PR, types of media and the difference in approach and lead times for each.
You’ll learn how to create a customer profile to keep PR outreach targeted rather than scattergun and how to create, maintain and grow a media list that will form the basis of your very own little black book.
Guided Activity
You’ll create a customer profile and a live, working media list for a real client, using a strategic three-step process you can apply to any account from now on.
Takeaways
- Customer profile
- Media landscape guide
- Live, tailored media list
Module 02:
your pr toolkit
Overview
By the end of the last module, you’ll have created the first version of a live, working media list featuring appropriate journalists.
Now, it’s time to discuss each of the elements below so you have a well-rounded and detailed understanding of the assets you need in order to generate coverage, including:
Imagery / other visual assets
Press Release
PR Assets Dropbox Folder
Guided Activity
You’ll draft a new press release for an existing client using the format we’ll run through in the module and plan the wider contents of a PR Assets Dropbox Folder
Takeaways
- PR Dropbox folder including press release and image folder designed to be make journalists happy
Module 03:
a killer strategy
Overview
It’s crucial for an agency to have a clear structure and plan of action to make a client feel comfortable and in safe hands.
As well as putting in place a solid reactive PR strategy (handling Response Source, #journorequest and more) we’ll discuss how to create and manage a proactive PR calendar.
This will keep you on track and ensure you’re generating results on an ongoing basis instead of working reactively only.
Guided Activity
You’ll create a six-month PR calendar for an existing client to help you plan when to pitch what, based on lead times which we’ll also discuss in depth.
This will include product launches, client campaigns, relevant themed months, weeks and days, national holidays, shopping press peaks and gift guides, news press peaks and more.
Takeaways
- Reactive process
- Proactive process
- Six-month PR calendar
Module 04:
pitching in practice
Overview
Since the first training day, you’ll have honed your media list and finalised your PR Assets Dropbox Folder, including a client approved press release, such as a Christmas gift guide release.
Now, we’ll talk through best practice in detail when it comes to pitching (over email, on the phone, at events / meetings and via press gifting) including top tips and pitfalls to avoid.
Guided Activity
You’ll use a fool proof six-step process to create a real pitch email for an existing client.
I like to call these ‘journalist bait’ as we want every pitch to be immediately engaging and grab the attention of a journalist, who can receive hundreds of emails a day.
Takeaways
- Best practice pitching guide
- Six-step pitch email template
- Pitch-ready email for current client
PR Workshop Packages and Pricing
All workshops include four modules, each with practical, guided tasks that create tangible assets attendees can use immediately to start securing coverage.
It's ideal for new starters, graduate joiners, team members who currently handle press requests within a marketing role but have no formal training or as a best practice refresher.
Looking for something bespoke? Email me - I'd love to create a package just for you!
core
A focused PR workshop to help you understand how to secure media coverage with clarity and confidence.
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Two workshop days, delivered one week apart
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Up to four attendees
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Full course materials and takeaways for each module
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Structured, step-by-step PR framework to implement immediately
£800
plus
A focused PR workshop to help you understand how to secure media coverage with clarity and confidence.
-
Two workshop days, delivered one week apart
-
Up to four attendees
-
Full course materials and takeaways for each module
-
Structured, step-by-step PR framework to implement immediately
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Access to media contacts on demand for one month following the workshop
Most Popular
£1000
premium
A focused PR workshop to help you understand how to secure media coverage with clarity and confidence.
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Includes everything in the Plus package and press release and pitch reviews on demand for one month following the workshop
£1200
PR Workshops... everything you need to know
Stop guessing what journalists want and start creating PR your team can actually use
If your team is expected to support PR, respond to press requests, or “handle media when it comes in” but doesn’t have formal training, it usually leads to inconsistent messaging, missed opportunities, and uncertainty about what actually gets picked up.
This workshop fixes that.
It turns PR from something reactive and unclear into a practical, structured skillset your team can use immediately.
A hands-on PR training workshop (not theory)
My four-module, practical workshop is designed to move your team from understanding PR in principle to actively creating PR assets they can use straight away.
Every session is built around guided tasks, so attendees don’t just learn what PR is, actually they build it during the workshop.
Why this workshop works
This isn’t generic PR training or theory-led content.
It’s based on real media experience and focused on what actually gets picked up by journalists, not what sounds good in principle.
Because the workshop is split over two sessions, attendees can apply what they learn in real time, then refine it with expert feedback. That’s what turns knowledge into confidence and confidence into consistent PR output.
How it works
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Delivered over two sessions (half-day or full-day format)
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Sessions take place one week apart
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Practical tasks are set in session one and reviewed in session two
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Can be delivered in your office or off-site
Who it’s for
Ideal for teams who need PR clarity and confidence, including:
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New starters needing a strong PR foundation
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Graduate, junior marketing or comms hires
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Team members handling press requests without formal training
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Teams wanting a practical PR refresh and best practice update
What your team will leave with
By the end of the workshop, your team will have:
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A clear understanding of what makes something newsworthy
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A set of usable PR story angles tailored to your organisation
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Draft press-ready materials (bios + release outlines)
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Practical pitching frameworks they can reuse immediately
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A consistent internal approach to handling media opportunities
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Increased confidence responding to journalists and spotting PR opportunities
What changes
After the workshop, your team moves:
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From uncertainty about what works → to confidence in shaping strong PR angles
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From reactive responses → to proactive PR thinking
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From inconsistent messaging → to a shared, structured PR approach
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From missed opportunities → to actively spotting and creating them