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Impactful PR: How to Embrace Earned Media

Learn how to make the most of your killer creative idea with impactful fame-driving PR.

This one-day masterclass will tell you everything you need to know about the art of PR and earned media, from the history of hype to pitching to journalists. With industry insights and tried and tested tools, this workshop will help your idea grow legs, teeth and most importantly, drive fame.

In a new world order where brands are looking for deeper, longer-term relationships with their audiences and consumers demand more meaningful interactions with the products and services they buy – PR can be the silver bullet. 

This one-day masterclass will demystify the key principles of PR, debunk the clichés and fakery, and teach you the techniques to get your brand talked about (for the right reasons). There are still vast swathes of practitioners in the marketing, communications and advertising industries who don’t understand how to truly embrace earned media. Whether you’re a creative within an agency or working in-house, this course will show how you can be clever with PR to improve the reach of your brand, creative ideas and campaigns.

Led by industry experts, this interactive course takes a deep-dive into the world of PR, exploring how agencies, editors and media gatekeepers work together to get your campaign seen and heard. Throughout the day you’ll be inspired by the very best award-winning work within earned media to dissect what makes a brand campaign with true talkability. Then, learn how you can bake this into a strategy that taps into wider news agendas and conversations within cultures that are most meaningful and relevant to your audience and brand. Finally, you’ll put your earned media toolkit into practice, ready for media and influencers by putting your hustle to the test with really real-life pitch practice.

If you fancy your chances of one day picking up a coveted D&AD Pencil, your journey starts here as you equip yourself with the creative skills and techniques to earn your brand the fame it deserves.


Who it's for:

  • In-house brand marketers looking to better understand the role PR has within the marketing mix
  • Brand communicators needing to raise their brand’s profile - in the right way
  • Junior-midweights from PR agencies wanting to learn from experts at the top of their industry
  • Content creators looking for hooks and stories to engage their audiences
  • Creatives needing to generate noise and news about their campaigns
  • Anyone who is interested in making their product, brand or themselves famous in the public’s consciousness

By the end of this workshop you will:

  • Have better understanding of the hack i.e. the editors and the media gatekeepers to your audience
  • Have better understanding of the hook i.e. the perfect storm for a front-page story
  • Have better understanding of the cultural, commercial, social and political impact of PR
  • Have frameworks to and methodologies that ensure your creative ideas have PR at their very centre
  • Have a formula for campaigns with talkability, taking inspiration from award-winning brands

Shoreditch, London


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If you're interested in learning more about any of our Masterclasses, or have any related queries, please leave your details below and someone will be in touch shortly.

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