Our training courses

Male hand holding microphone for the interview

Press relations, it's magic!

Learn PR techniques and best practices

Learn all the basics in one day
(and take advantage of our free post-sale support)

To sell more easily, more quickly, and in larger quantities, everyone agrees:  you must make yourself known. There are several tools at your disposal for building awareness, such as signage, mailings, trade shows, marketing literature, sponsorship, events, telemarketing, publicity… There is another tool, less known than the previous ones; a tool that distinguishes itself through its extreme flexibility and unbeatable price / performance ratio—Press Relations; our core business for over thirty years.

All companies of a certain size have a Media Relations Department. However, very few SMEs, VSEs, self-employed contractors, associations, and/or start-ups consider integrating Press relations (PR) into their communication plans. We can guess why: our profession is little known, its operation and its pricing look opaque. 

Press relations principles are fairly easy to explain

In any media (electronic, print, radio, tv) there are two ways to be present.

Advertising : you purchase a space or timeslot where you can publicize the merits of your services and/or products. With advertising, credibility is low, as everyone understands you have paid to express whatever you want with one thing in mind: sell more.

Press Relations : press relations is about 1) getting in touch with journalists; 2) getting quoted in the journalist’s articles or to obtain a dedicated feature. Credibility here is high, for everyone understands that a reporter has decided to talk about your business.

Of course, successful Press relations are not so simple: you have to identify which publications to target, which angle to adopt, and which format to use to introduce your topic. You must, too, keep in mind that an editor may receive hundreds of press releases per day! (Plus a few other details that are important.)

Get exposure in the media by the most efficient, flexible and cost-effective means: Press relations.

After attending this hands-on and personalized PR training course, you will be up and running on how to approach the media and get tangible results. You will be able to:

- find topics of interest to journalists

- identify whom to talk to within publications

- give an interview

- write an efficient press release

At the end of the day, your first professional press release will be in place—and ready to be “launched” and the outline and principle titles of your press kit will be near completion.

This offer applies to:

• VSE owners, SME managers
• Communication specialists
• Marketing specialists
• Associations, professional organizations

Your instructor has over 30 years of experience in Press relations.

Agenda extract of our one-day PR training course

Assemble a press database

Identify media likely to be interested in your company

 Understand how the media work

Find the right contact within a media vehicle and present your information

Interaction With Journalists

Angles and messages

Exploit editorial calendars

Prevent errors

Maintain a photo library

Open a dedicated web space for the press

Give an interview

Detect, collect published articles

Get coverage without any press release

Conferences and other meeting formats

Writing efficient Press Releases

Layout, structure and style rules

Select a topic; identify speaking opportunities

Pitfalls to avoid

“In-Class” Exercises

Examples of good and bad Press Releases

Write your first professional Press Release


Building a Press Kit



Summary and plan of your upcoming Press Kit