Your pitch has seconds to earn a reporter's attention, and rambling, a wrong name, or empty buzzwords can lose it instantly. In this module, you'll tighten your pitch to what matters, get the small details right, back your claims with real supporting material, and let your own value do the talking instead of taking aim at a competitor.

Your best pitch can lose all its value if it goes to the wrong list, if a press release stands in for real relationship-building, or if your timing collides with bigger news. In this module, you'll personalize your outreach instead of mass-emailing, build real media relations that go beyond a press release, and time your announcement around the industry news cycle instead of against it.

Landing your story in a big-name publication means nothing if your customers never read it, and a reporter who feels burned by a mass pitch or a one-sided relationship won't cover you again. In this module, you'll evaluate whether a publication actually reaches your audience, handle a story that fits multiple reporters without damaging trust, and build the kind of ongoing reporter relationships that outlast any single pitch.

What you say to a reporter, and how you say it, can matter as much as the story itself: a slip you thought was off the record, a request that reads as controlling, or a flat "no comment" can do lasting damage. In this module, you'll gauge what's actually safe to share, request only fair corrections, follow up with real value instead of pressure, and respond to hard questions without shutting the conversation down.

An unethical claim, a tone-deaf crisis pitch, a story missing its human stakes, or a lead buried under backstory can all cost you the trust you're trying to build. In this module, you'll ground your claims in fact, respond to a crisis with genuine help instead of opportunism, connect your story to real human stakes, and lead with what actually matters instead of burying it.

Knowing the common PR mistakes to avoid means nothing if you can't apply that judgment to a real plan under pressure. In this module, you'll apply mistake-avoidance practices to build a complete PR plan and put it through a final assessment.