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About this course
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
Curriculum2 hours
- Introduction
- Watch this first (2:06)
- 1. Understanding today's journalists
- How to take this course and receive your certification
- 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
- 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