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Fundamentals of Media Relations
Introduction
Watch This First (2:06)
How to take this course and receive your certification
1. 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)
QUIZ
2. 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)
QUIZ
3. 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)
QUIZ
4. 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)
QUIZ
5. Framing Your News
Fix this misunderstanding about PR's role (2:42)
Fundamentals of newsworthiness - Part 1 (4:02)
Fundamentals of newsworthiness - Part 2 (3:32)
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)
QUIZ
6. 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)
QUIZ
7. The Why and How of Pitching Follow-up
Conquer your fear of follow-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)
QUIZ
EXAM
Instructions for the exam
EXAM
80/20 Your media lists
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