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Aug 18

How to get positive news media coverage for your clients in today’s world – A masterclass with Pete Burdon

August 18 @ 9:30 am - 12:00 pm

$395.00 – $595.00

18th August 2022 9:30am - 12:00pm online via Zoom


Since the advent of Social Media, it’s become harder for businesses to stand out as leaders in their niche. This is because everyone has their own online platform and it’s hard for clients to distinguish them all from one another. This is where coverage in traditional media and the ability to share that though multiple channels has become so powerful. The third-party endorsement it offers allows those who use it to stand out from the rest.

Attracting this coverage for clients used to be a major focus of PR Practitioners, but this has been dwindling over recent years as more and more communication platforms have appeared. While these are all effective, they don’t come with the credibility and expert status that appearances in traditional media do.

This interactive course outlines the steps that PR Practitioners need to take in today’s world to get their clients into traditional media, whether that be a national television news programme, a niche magazine or an online news website. It will include short written exercises, a brainstorming session and the use of examples to highlight points.


Learning outcomes

Understand what media to target and where to find them

Understand exactly what reporters and presenters want (and how this has changed)

Understand how to communicate with media (and how this has and hasn’t changed)

Understand how to avoid aggravating reporters

Understand advanced tactics to maximise coverage


Who should attend?

Junior level communicators

Mid and senior level communicators who want to refresh their skills or see how the role of publicist has changed

Pete Burdon (Founder and Head Trainer, Media Training NZ)


As a former daily newspaper reporter and government press secretary, Pete has worked on both sides of the media.

This has given him a good understanding of how to work with the media in a way that benefits both parties. As well as helping clients master the media interview and media publicity processes over the last 20 years, Pete is regularly in different forms of media himself.

He is also the author of Media Training for Modern Leaders.

Pete has two Masters Degrees (Journalism & Communication Management), lives in Christchurch and works across New Zealand and latterly Australia.


August 18
9:30 am - 12:00 pm
$395.00 – $595.00


Online via Zoom




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Member ticket to How to get positive news media coverage for your clients
$ 395.00
7 available
Non-Member ticket to How to get positive news media coverage for your clients
$ 595.00
7 available