How to get free press coverage for your business
Avoid the deafening wall of silence every time you send out a press release. Learn how to get your PR content published in all the right places.
Course contents
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1
Welcome
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The journey ahead
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Tips on how to get the most out of this course
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2
Are you making these mistakes with the media?
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Not all press releases are created equal
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3
What editors want from you
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How to get your story to the top of the 'yes' pile
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4
Write the way they write
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Why so many worthy press releases still end up in the bin
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5
Make it relevant
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Put yourself in the editor's shoes...
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6
Think like a newshound
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How to identify stories about your company that journalists will love
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7
Pitch it right
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There's a right and a wrong way to pitch a story...
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Quick quiz - test what you've learned
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8
Storytelling secrets: #1
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Journalist storytelling secret #1: Bad news sells
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9
Storytelling secrets: #2
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Journalist storytelling secret #2: Human interest
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10
Storytelling secrets: #3
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Journalist storytelling secret #3: Resolution
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11
How to write a press release
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How to write a press release the way editors want them
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12
How to structure a press release
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The inverted triangle
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Proof the triangle works...the news test
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Quick quiz - the inverted triangle
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13
Become the go-to expert
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How to position your company as an expert in your field
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Quick quiz - thought leadership
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14
How to approach a case study
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How to write a customer case study that will get published
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15
How to structure a case study
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How to use storytelling to structure your case study
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Quick quiz - test what you've learned about the case study
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16
Summary
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Eight ways to keep on the right side of editors that will keep them coming back for more
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Quiz: Ergo Software PR puff
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17
Before you go
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A picture paints a thousand words...
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And finally... some extra resources for you
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