Understanding a journalist’s psyche is a vital part of a successful PR's armoury. To ensure you have more than just an understanding, two weeks of the schedule will be spent learning to write news stories and features, with training from top journalists. What better way to understand a journalist’s psyche than to learn what makes a story for them, to understand their obsession with deadlines, and how to write like them?  We will teach you the styles of writing, how to get ideas, how to research and prepare articles, then put them together. Most delegates are shocked when they realise how loosely they use words. We teach you how to capture and hold a reader’s attention with sharp, tight writing. You will also learn about:

• Media relation
• Client relations
• Direct marketing
• Event planning
• Using and commissioning market research
• Press kits
• Photocalls
• Product placement
• Pitching for new business
• Appearing on TV and radio.

We monitor your progress constantly. You have a core tutor who will hold regular tutorials and help when you are struggling. You will spend part of the course on a work placement in a PR agency, or working as part of an in-house PR team. This is where you put your new skills to the test, and find out why all the hard work you’ve put in is so valuable. You may even be lucky enough to secure your first job while you’re there.  During the final week there are examinations in: Media Law, Grammar and Current Affairs/PR. There’s also a graduation ceremony, to which we invite people from throughout the industry, including those looking for prospective employees.