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Writing Engaging B2B media copy

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Places available:
Points Awarded: 
Course Type: 
Classroom based

This one-day seminar sets out to help B2B PR practitioners polish their skills in researching, writing and placing media materials: releases, briefings and position-papers, case-studies, opinion pieces and news features. The accent is on practical work with individual and team writing exercises.

Course Objectives: 

The seminar is based on the fact that trade, technical and professional media have different expectations from general and consumer outlets. Presenting clients’ stories in alignment with their criteria multiplies pick-up by a factor of two or three.

Learning Objectives: 

B2B clients: finding the hooks and news-pegs
B2B media: what they want, how they operate
Media selection, media relationships
B2B story structure and format
B2B story content and style
Making the most of a weak story
Online interaction
Practical exercise: news
Practical exercise: case-studies
Practical exercise: op-eds
Practical exercise: features
Practical exercise: placing stories
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Full course notes will be provided. A notebook and pen will also be provided. If you prefer to work on a laptop, you are more than welcome to bring it along with you to use throughout the day.