"Effective Press Work" is a two-day in-person seminar that teaches you the basics of professional media work. You learn how PR strategy, press releases, and journalist relations work together. Along the way, you develop a sense of which topics have real news value for editorial teams.
The first part covers the basics: goals and tools of press work, target audience analysis, and building a well-maintained press distribution list. You practice how to build and maintain long-term trust with journalists.
In the second part, you write your own press release following journalistic structure with headline, lead, body, and boilerplate. You also learn how images and multimedia enhance your release and which press portals and distribution services you can use to send it.
The third part is dedicated to interviews, press conferences, and crisis communication. You prepare for confident media appearances and learn how to react correctly in crisis situations. Social media and LinkedIn as channels for press work are also covered.
The seminar is aimed at specialists and managers from marketing, PR, and corporate communications, as well as entry-level press spokespersons and press officers. Freelancers, founders, and career changers who want to build their own press work also take away directly applicable strategies.
You don't need any prior knowledge. However, writing fluency and interest in media work will help you in the seminar. Those who have already attended the seminar Public Relations und Öffentlichkeitsarbeit can build directly on it.
At the end, you receive the SI certificate as proof of your participation, along with the seminar materials as a PDF download. Catering is included in the seminar price.
