- Module #1: Introduction
-
Watch this first (2:06)
-
How to take this course and receive your certification
- Module #2: Understanding today's journalists
-
What matters to journalists and why (3:18)
-
What it feels like to be a journalist (3:37)
-
How journalists differ from PR people (3:27)
-
Biggest disconnect between journalists and PR pros (3:30)
-
How to make it to the “PR Promised Land” (3:30)
-
Module #2 Quiz
- Module #3: Identifying the Right Journalists & Bloggers
-
Touring the Museum of Misguided Media Lists (5:04)
-
80/20 Your media lists (3:20)
-
Who are your top 20 percent? (3:31)
-
How to build your list (5:40)
-
Avoid this targeting error (2:24)
-
Module #3 Quiz
- Module #4: How to Establish Relationships with Journalists & Bloggers
-
Be real (3:46)
-
A simple way to stand out (3:38)
-
Engage with journalists about their work (4:23)
-
Engage beyond a compliment (3:31)
-
Frequency & timing of engaging journalists (0:54)
-
How to use Muck Rack to set this up (2:40)
-
Module #4 Quiz
- Module #5: Pitch personalization & subject lines
-
The anatomy of a perfect pitch (1:22)
-
Why personalization is so important (2:54)
-
How NOT to personalize pitches (3:39)
-
How to think about the target journalist (3:29)
-
How to begin your pitch (2:51)
-
How to write an effective subject line (4:23)
-
How to use Muck Rack to personalize (1:56)
-
Module #5 Quiz
- Module #6: Framing your news
-
Fix this misunderstanding about PR's role (2:42)
-
Fundamentals of newsworthiness - Part 1 (3:32)
-
Fundamentals of newsworthiness - Part 2 (4:02)
-
Timeliness boost — holidays (the right way) (3:04)
-
Recipe for a trend story (3:10)
-
Think teasers (2:23)
-
Product pitch vs. company pitch (2:54)
-
Module #6 Quiz
- Module #7: Email Pitch Essentials
-
Your real value as a pitching pro (2:03)
-
Optimal pitch length (2:16)
-
How to keep your emails brief (3:05)
-
You might be annoying and not know it (2:32)
-
DIFT: Do It For Them (3:37)
-
Style and voice (3:19)
-
When to pitch (1:50)
-
Module #7 Quiz
- Module #8: The why and how of pitching follow-up
-
Conquer your fear of following up (2:41)
-
Why you should follow up (1:31)
-
When and how soon? (2:03)
-
What not to do (2:49)
-
Handle with care -- more sophisticated follow-up (1:12)
-
Module #8 Quiz
- Module #9: Exam
-
Instructions for the exam
-
Exam
Fundamentals of Media Relations
Learn how to build positive relationships with journalists.
In about two hours, at your own pace, get training to help you:
- Receive more responses from journalists
- Secure more media placements
- Skill up for the future
- Earn resume-worthy credentials
Learn from real-world, successful pitches:
- Quick, bite-sized lessons that aren't boring (we promise!)
- Real examples that have landed top media and insights from journalists
- Step-by-step approaches you can implement immediately
- Taught by legendary PR coach Michael Smart
Upon completing all course lessons and module quizzes, as well as passing the final exam, you will earn an industry-recognized certificate!