Turn One-Off Pitches into a Media Outreach System
A 5-day email course on media outreach strategy — segmentation, targeting, channel selection, cadence, and measurement. Build a systematic approach to media outreach that generates consistent coverage, not occasional wins.
What You'll Be Able to Do After This Course
Build a system, not a series of one-offs
Stop ad-hoc pitching. Learn to build a structured outreach system — with segments, targets, cadences, and templates — that generates coverage consistently.
Segment and target with precision
Learn to segment journalists by beat, outlet, reach, and relevance. Target the right reporter with the right story — not a blast to everyone you've ever met.
Select the right channel for each pitch
Learn when to use email, phone, social media, or in-person — and when to use none of them. Match your channel to the journalist's preference and the story's urgency.
Measure outreach effectiveness and improve
Learn to track open rates, response rates, and coverage conversion. Use data to improve your outreach over time — not guesswork.
Media Outreach Strategy
Building a repeatable system for reaching the right media at the right time. Covers the theory of information subsidies, journalist segmentation, channel selection grounded in research, cadence design, and outreach measurement aligned with the AMEC Integrated Evaluation Framework. A 5-day email course for PR professionals, communications leads, and marketing managers who run ongoing media outreach.
What You'll Learn
5 lessons · One per day
Lesson 1: From One-Off Pitches to a System
Move from one-off pitches to a system. Learn to build a structured outreach process — segments, targets, cadences, and templates — that generates consistent coverage.
Lesson 2: Segmentation & Targeting
Master segmentation and targeting. Learn to segment journalists by beat, outlet, reach, and relevance — and target the right reporter with the right story.
Lesson 3: Channel Selection
Learn channel selection — when to use email, phone, social media, or in-person. Match your channel to the journalist's preference and the story's urgency.
Lesson 4: Cadence & Workflow
Build cadence and workflow. Learn to sequence outreach — first contact, follow-up, nurturing — into a repeatable rhythm that doesn't overwhelm you or the journalist.
Lesson 5: Measuring Outreach Effectiveness
Measure outreach effectiveness. Learn to track open rates, response rates, and coverage conversion — and use data to improve your outreach over time.
Questions? Answered.
Pitching Stories focuses on the craft of a single pitch — subject line, personalisation, follow-up. This course focuses on the system — segmentation, targeting, channels, cadence, and measurement. It's the operational layer on top of the craft.
About 15 minutes per day for 5 days. Each lesson includes a practical exercise — building a segmentation framework, designing a cadence, setting up measurement.
You're covered by a 30-day money-back guarantee. If the course doesn't help you systematise your outreach, email us and we'll refund you — no questions asked.
Lessons arrive on a schedule — daily, weekly, or at whatever pace the course sets. Read each one in 5 minutes, complete the quick quiz, and move on. Access lessons in your inbox or online in your dashboard — no app to install.
No. Lessons work in any email client or web browser — Gmail, Outlook, Apple Mail, Chrome, Safari, anything. If you can open a link, you're ready.
Lessons stay in your inbox — read them when you have time. There's no penalty for going at your own pace. You're in control of your schedule.
Yes. Every course comes with a 30-day money-back guarantee. If you're not satisfied, contact us for a full refund — no questions asked.
Yes. Complete all lessons and quizzes in a course to earn a certificate of completion. Share it on LinkedIn or with your employer.
Yes. Lessons work on any device — phone, tablet, or desktop. Read them in your inbox or in your online dashboard. No separate app needed.
For the free mini-course, no — just enter your email. For paid courses, you'll create an account during checkout so we can track your progress and issue certificates.
Yes. You can stop receiving lessons at any time from your dashboard or by clicking the unsubscribe link in any email. No phone calls, no retention hoops.
Yes. Payments are processed by Stripe, a PCI-compliant payment provider. We never see or store your card details. You're protected by the same security standards as any major online retailer.
Yes. Lessons stay in your inbox, and your dashboard keeps a record of your progress and quiz results. You can revisit any lesson anytime — nothing disappears when the course finishes.