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Pitch Craft: how to pitch to the media & secure high profile press coverage


Pitch Craft: how to pitch to the media & secure high profile press coverage

Pitch Craft – how to pitch to the media and secure high profile press coverage


Want to know how to pitch to the media to secure press coverage? Looking to improve your skills, secure better results and crack the national press? Or, do you simply want to build your confidence and even learn to love pitching? Don’t miss Pitch Craft.

Come along and join a small, supportive group to learn how to pitch and sell in your story to the media to secure high profile media coverage for you, your business or the business you work for.

Join Ellen Carroll for this interactive and highly practical Pitch Craft course. Ellen will guide you through the art of Pitch Craft – to help you step out of the shadows and step up with PR that PAYS.

Ellen will share her experience and Pitch Craft expertise gained from over 22 years’ of pitching and securing press coverage right across the media landscape from the likes of BBC Breakfast and Radio 4, FT, The Times, Telegraph and Guardian, Marie Claire, regional newspapers, glossy and business magazines, blogs, trade, online and broadcast media.

You’ll Learn

• The value of earned press coverage • The challenge of pitching and selling in your story• Mistakes to avoid • Opportunities and why good Pitch Craft is needed – what makes a good pitch • How to research the press and media contacts with tips on building your press list • Opportunities to secure press coverage from features to interviews, articles and everything else in between • The power of the hook and crafting a great story • How to craft and structure your pitch• The importance of the subject line • Vital information to include • How to provide extra value and make it easier for the media to use your pitch • Advice on timing• How to pitch: guidance on email, telephone, and social media pitching • Relationship-building for long-term success • Building on your success, what next and how to amplify your press coverage • Dealing with rejection • Building confidence and Pitch Craft expertise• Sharing and celebrating your success.

During the course, there will also be:

• Plenty of real-life examples of successful pitches • Top tips on securing press coverage • Practical exercises, including a session where you work on your own pitch • Q&A and plenty of time to share your experiences, gain feedback and join in on discussions• Refreshments and lunch• Invitation to join our Facebook group for you to share your successes.

The Pitch Craft course is for you if: 

• You’re a PR or comms professional (in-house, agency or freelance) who wants to gain more confidence, learn to love pitching or get better at pitching to achieve better results and more press coverage • You’re a business owner, entrepreneur, business leader or expert who wants to step out of the shadows and secure more high-profile press coverage for yourself and/or your business.


As a result of attending this practical session, you’ll come away with a completed pitch to sell into the media and have renewed confidence and enthusiasm.

All attendees will also be invited to join the free PR that Pays Facebook group to share successes.

What previous delegates say about Pitch Craft 

“Brilliant, so informative, thank you.”

“Great to see and hear different points and ways of pitching. Given the confidence to know what works in a pitch, new opportunities to explore and what to avoid.”

“Really insightful morning and very well executed by Ellen. Some really interesting conversations about the ins and outs of the PR industry that I haven’t necessarily considered before. Loved the friendly, informal setting, felt very accessible and was great to meet others from different sectors.”

“Loved it! So much more than how to craft a pitch.”

“Fantastic session, really useful and full of lots of helpful tips for producing high quality pitches. As a relative ‘newbie’ to PR, I have learned lots and am looking forward to implementing!”

“Brilliant workshop today by Ellen Carroll, I’ve worked with PRs and managed PR staff for many years, but in only 3 hours I learned more about the process for gaining PR than I’ve learnt in 20 years”

 What the media say about Ellen:

“Understanding the kind of content that a particular journalist needs is key to success as a PR. Many don’t get it right but Ellen is one of the PRs who does. She knows what makes a good story and just how to get the attention of us hacks! Highly recommended.”

Is Pitch Craft accredited?

Yes, this training workshop is accredited by the PRCA and both PRCA and non-PRCA members can log 20 CPD points for attending.

What to expect?

On booking on to the Pitch Craft course, you’ll receive a welcome email and will be asked your dietary requirements. Ahead of the workshop, you’ll have the opportunity to send in an example pitch you have been working on to get feedback and be asked to complete a questionnaire – to ensure you get the most out of the session. 

What's included?

Refreshments on arrival, buffet lunch, and all course materials. 

Is there parking?

Yes, there is free parking at Exeter Science Park. 

What should I bring?

Please bring along a notepad and a pen for note-taking.

Number of delegates

The Pitch Craft course is restricted to a maximum of eight delegates to ensure that everyone gets plenty of attention, feedback and the opportunity to ask questions and share their experiences. 

Want to book more than one place?

If you want to bring another person from your organisation, please contact the organiser for a reduced rate. Please contact Ellen if you’re interested in her running a group session at your own premises or an in-depth one-to-one. 

Is my ticket refundable or transferable?

Your ticket is transferable to another person – just contact the organiser to arrange. Refunds up to 30 days before the event. 


For more detailed directions to Exeter Science Park, visit:


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Ticket Information Ticket Price
Early Bird Standard Ticket GBP 110
Early Bird Standard PLUS GBP 220
Standard Ticket GBP 125
Standard PLUS GBP 250

Map Exeter Science Park, 6 Babbage Way, Exeter, United Kingdom
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