Modern PR: How To Get Press Coverage For Your Business from Udemy

What's inside

Learning objectives

Learn how to build and leverage relationships with journalists
Identify the reporters most likely to write about your business
Build a narrative around your brand and succinctly articulate your story

Write a perfect email pitch that gets reporters' attention and drives results
Get your company featured in popular blogs and mainstream publications
Appropriately handle the issue of negative publicity

Learn how to build and leverage relationships with journalists
Identify the reporters most likely to write about your business
Build a narrative around your brand and succinctly articulate your story
Write a perfect email pitch that gets reporters' attention and drives results
Get your company featured in popular blogs and mainstream publications
Appropriately handle the issue of negative publicity

Syllabus

Introduction

Welcome!

Things To Consider Before You Begin

A Couple Of Caveats

A good PR initiative isn't just about coverage. It's about building a narrative around your brand and really finding your place in the market. In this lecture, we'll answer some questions about your company that will help you better articulate your story to reporters.

Building And Leveraging Relationships

The first secret of successful PR? Relationships are key. This section will teach you how to build and leverage relationships with journalists.

If you want coverage from a journalist, it helps to think like a journalist. This lecture covers some ways to build relationships with journalists by taking a close look at what they want.

If you have no pre-existing relationships, all is not lost! Here's a simple way to make cold outreach a little warmer.

Cold Outreach

Sometimes, pre-existing relationships just aren't available, so you have to reach out cold. Even if you do know a couple of journalists, it's a good idea to reach out to as many others as you can to increase your chances of success. In this section, we'll cover everything you need to know about cold outreach.

Which journalists should you reach out to? You can probably name a few people you'd like to speak with, but don't get carried away! This lecture will explain the process of locating the reporters most likely to write about your company so you don't waste your time. We'll also talk about the order in which you should contact reporters to maximize your results.

When you're trying to get press, it's important to personalize your approach. To do this, you'll want to get to know the reporters before reaching out.

Journalists want to tell stories. Unfortunately, the fact that your company exists isn't a story in and of itself, so it's important to develop a compelling narrative around your brand. This lecture details why and how to do that.

Why should a journalist care about your story right now, and not two weeks from now? For best results, your story should always be timely.

It's a good idea to have certain materials readily available to make it easy for reporters to put a story together. In this lecture, we'll cover how to create a press kit, and what to include.

In this lecture, we cover exactly how to write an email pitch that gets results.

The Perfect Pitch Template

How To Craft Perfect Subject Lines

A Secret Weapon To Help You Follow Up Like A Pro

In this lecture, we cover some ridiculously common mistakes that you'll want to avoid in your PR campaign.

At this point, we take a step back and wrap all of the information from the Cold Outreach section into a cohesive plan, with examples.

After The Pitch

So, you've sent out some killer email pitches, but what now? This lecture covers what to expect from journalists after you've pitched them.

Unfortunately, negative publicity can happen to the best of us, so I've included a few tips for dealing with it—just in case.

Making Reporters Come To You

So far, we've discussed how to build relationships with journalists and how to reach out cold. But you know what's better than both of those? Having reporters come to you.

What Makes Reporters Cover Some Companies Over Others

How To Make Yourself Accessible To Reporters

How To Be Newsworthy

Making Reporters Notice You

Wrapping Up

In this lecture, I share a secret weapon that can help you get coverage in record time. It's not a replacement for the rest of this course (hence why I saved it for last), but it can supplement your efforts and get you and your company into some of the world's largest media outlets.

Wrapup

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Develops core PR skills, including relationship-building, outreach, and media pitch writing

Specifically designed for new founders, entrepreneurs, and marketing executives

Covers a comprehensive range of topics, from building relationships to handling negative publicity

Led by Brad Merrill, a seasoned tech journalist with extensive experience in media relations

Offers a practical and hands-on approach to getting press coverage

Provides a proven framework for successful PR campaigns

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Modern PR: How To Get Press Coverage For Your Business with these activities:

Review key PR concepts and terminology

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Ensure a solid understanding of the foundational concepts of PR.

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Review your notes or textbooks from previous PR courses or workshops.
Check online resources for definitions and explanations of key terms.

Review fundamental writing skills

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Sharpen your writing abilities to craft effective and persuasive PR materials.

Browse courses on Writing

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Review grammar rules and sentence structure.
Practice writing clear and concise sentences.
Seek feedback on your writing to identify areas for improvement.
Expand your vocabulary to enhance the impact of your writing.

Reach out to industry professionals for mentorship

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Gain valuable insights and guidance from experienced PR professionals.

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Identify potential mentors who work in the PR field or have expertise in your industry.
Reach out to your connections or attend industry events to find mentors.
Prepare a brief introduction and explain why you would like their mentorship.

Six other activities

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Read 'The Art of Public Relations' by Jerry Hendrix

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Gain a comprehensive understanding of public relations principles and best practices.

View American English File 3E Level 3 Student Book on Amazon

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Purchase or borrow a copy of 'The Art of Public Relations' by Jerry Hendrix.
Read the book thoroughly, taking notes and highlighting key concepts.
Apply the insights and strategies presented in the book to your own PR efforts.

Attend a workshop on media relations

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Enhance your media relations skills and network with industry professionals.

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Research and identify workshops on media relations that align with your learning goals.
Register for the workshop and actively participate in the sessions.
Network with other attendees and industry professionals to expand your connections.

Follow tutorials to enhance understanding of PR outreach

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Get hands-on experience and learn best practices for reaching out to journalists.

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Identify credible tutorials from reputable sources such as industry blogs or online courses.
Choose tutorials that align with your specific PR goals and target audience.
Actively participate in the tutorials, taking notes and asking questions for clarification.

Craft a compelling press release

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Develop a persuasive and newsworthy press release that showcases your company's value.

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Gather all necessary information about your company and the news you want to announce.
Follow the structure and style of a traditional press release, including a headline, lead paragraph, body, and boilerplate.
Proofread and edit your press release carefully before distributing it.

Join peer groups for feedback and discussion

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Collaborate with peers to refine PR strategies and improve communication skills.

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Seek out peer groups or online forums related to PR or media relations.
Actively participate in discussions, sharing your perspectives and asking for feedback on your PR outreach efforts.
Provide constructive feedback to other members, helping them improve their own strategies.

Launch a targeted outreach campaign

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Put your knowledge into practice by implementing a targeted PR outreach campaign.

Browse courses on Media Relations

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Identify your target journalists and media outlets based on their relevance to your company.
Personalize your outreach emails by tailoring them to each journalist's interests and expertise.
Follow up with journalists regularly to maintain relationships and build rapport.

Career center

Learners who complete Modern PR: How To Get Press Coverage For Your Business will develop knowledge and skills that may be useful to these careers:

Media Relations Manager

This course can be a great resource for individuals who want to work as Media Relations Managers. Media relations involves managing relationships with the media and getting a company's story out to the public. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, which are all important skills for Media Relations Managers to have. The course also provides insight into how to get press coverage for a business, which is another key responsibility of this role.

See salaries and explore the career path for Media Relations Manager

Public relations manager

This course is useful for anyone interested in pursuing a career as a Public Relations Manager. The course description mentions the importance of media coverage for businesses, which is a key aspect of public relations. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, all of which are essential skills for Public Relations Managers. The course may also be helpful for professionals who are looking to make a career pivot into public relations.

See salaries and explore the career path for Public relations manager

Public Affairs Specialist

This course could be helpful for aspiring Public Affairs Specialists who are responsible for managing relationships with the media and the public on behalf of a government agency or organization. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, which are all valuable skills for Public Affairs Specialists to have. The course also provides insights into how to get press coverage for an organization, which is another key responsibility of Public Affairs Specialists.

See salaries and explore the career path for Public Affairs Specialist

Marketing Manager

This course could be useful for aspiring Marketing Managers who are interested in learning more about public relations and media coverage. The course covers how to build relationships with journalists, write effective pitches, and handle negative publicity. This is essential knowledge for Marketing Managers as it can help them to increase brand awareness, generate leads, and drive sales. The course also provides insights into how to get press coverage for a business, which can be a valuable skill for Marketing Managers.

See salaries and explore the career path for Marketing Manager

Communications Manager

This course can be helpful for Communications Managers who are responsible for communicating with the public and the media on behalf of a company or organization. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, which can all be valuable skills for Communications Managers. Additionally, the course provides insights into how to get press coverage for a business, which can be helpful for Communications Managers who are looking to increase brand awareness and generate leads.

See salaries and explore the career path for Communications Manager

Corporate Communications Manager

This course could be helpful for individuals who want to work as Corporate Communications Managers. Corporate communications involves managing communications for a company or organization, both internally and externally. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, which are all valuable skills for Corporate Communications Managers to have. The course also provides insights into how to get press coverage for a business, which is another key responsibility of this role.

See salaries and explore the career path for Corporate Communications Manager

Public Information Officer

This course may be helpful for aspiring Public Information Officers, who are responsible for managing the flow of information between a government agency or organization and the public. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, which are all essential skills for Public Information Officers to have. The course also provides insights into how to get press coverage for an organization, which is another key responsibility of Public Information Officers.

See salaries and explore the career path for Public Information Officer

Media Planner

This course may be helpful for aspiring Media Planners, who are responsible for planning and buying media for advertising campaigns. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, which can all be helpful skills for Media Planners. Additionally, the course provides insights into how to get press coverage for a business, which can be helpful for Media Planners who are looking to generate leads and drive sales.

See salaries and explore the career path for Media Planner

Advertising Account Executive

This course could be helpful for Advertising Account Executives who are responsible for managing client relationships and developing marketing campaigns. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, which can all be helpful skills for Advertising Account Executives to have. Additionally, the course provides insights into how to get press coverage for a business, which can be helpful for Advertising Account Executives who are looking to generate leads and drive sales.

See salaries and explore the career path for Advertising Account Executive

Business Development Manager

This course could be helpful for Business Development Managers who are responsible for generating leads and driving sales. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, which can all be helpful skills for Business Development Managers to have. Additionally, the course provides insights into how to get press coverage for a business, which can be helpful for Business Development Managers who are looking to generate leads and drive sales.

See salaries and explore the career path for Business Development Manager

Social Media Manager

This course could be helpful for Social Media Managers who are looking to get their company's story out to the public. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, which can all be helpful skills for Social Media Managers to have. Additionally, the course provides insights into how to get press coverage for a business, which can be helpful for Social Media Managers who are looking to increase brand awareness and generate leads.

See salaries and explore the career path for Social Media Manager

Content Creator

This course may provide some helpful insights for Content Creators who are looking to get their work featured in the media. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, which can all be helpful skills for Content Creators to have. Additionally, the course provides insights into how to get press coverage for a business, which can be helpful for Content Creators who are looking to increase their visibility and credibility.

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Copywriter

This course may provide some helpful insights for Copywriters who are looking to write effective pitches for press releases and other marketing materials. The course teaches students how to build relationships with journalists, write effective pitches, and handle negative publicity, which can all be helpful skills for Copywriters to have.

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Journalist

While this course is unlikely to be essential to working as a Journalist, it does provide some valuable insights into how to get press coverage for a business. This could be helpful for Journalists who are looking to increase their visibility and credibility.

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Freelance Writer

Course knowledge may be less relevant to a Freelance Writer, as the course focuses on obtaining favorable media coverage for an organization. However, the course could still provide some useful insights for Freelance Writers on how to pitch stories to editors and how to write effective pitches.

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