Getting Comms Right

…is the first step to success in selling stories to the media. This was my key takeaway from my first face-to-face PRCA apprenticeship session.

This full-day course taught me to tailor each news release to meet the needs of different audiences, therefore maximising PR results. Not only does this lead to a more successful campaign but it also ensures journalists receive useful information that will interest their readers.

The session, run by Trevor Morris FPRCA, included a mini masterclass on selling into the media, in which we each had a company and campaign assigned to us and were asked to sell our story to a chosen journalist. Although a daunting prospect at first, with Trevor’s guidance everyone’s confidence grew and my colleagues on the course became more comfortable with the idea.

Later in that month, I also built on my understanding of the media with a webinar on ‘measuring and evaluating PR campaigns’. I had already gained valuable experience of media monitoring and evaluating in my role as a PR apprentice, but this further emphasised the importance of monitoring PR results, in order to create an even more successful story and campaign next time and demonstrate the value of PR.

My PRCA training so far has left me feeling enriched in information, providing me with a better understanding of the PR and communications industry. It is incredibly uplifting to come away from each training course feeling more confident in my abilities as a developing PR professional.