• What Journalists Want: A Masterclass on Winning Press Coverage

Learn what media outlets are looking for and how to win press coverage from an award-winning journalist.


Do your pitches to journalists and editors often go ignored? Is your story or press release not getting the attention it deserves? There’s more competition than ever for PRs and agencies, and everyone’s having to work harder to secure coverage as a result. And that’s despite there being more publications out there than ever before thanks to the internet.

While the work of journalists and marketers overlaps in so many ways, the two groups don’t often find themselves having productive conversations. This practical workshop will help you cut through the noise and show you how to develop valuable relationships with journalists and editors, ultimately allowing you to gain more coverage and higher quality coverage for your company or your client.

This masterclass will cover:

  • Understanding what the media actually want from PRs and marketers

  • Reasons why your approach to securing coverage isn’t delivering results

  • How journalists and editors decide what to cover, and how to put your story at the front of the queue

  • Practical advice for pitching ideas and securing press coverage, covering different approaches, formats and industry norms

  • The importance of focusing on strong stories, and how they’ll help get you coverage

  • Key tips for working with journalists and editors (dos and don’ts)

The course fee includes refreshments, VAT and booking/transaction charges.


About the tutor

This three-hour workshop is led by award-winning freelance journalist Lauren Razavi, who writes for titles such as The Guardian, The Telegraph, The Atlantic, Harper’s Bazaar and Wired. She has also delivered workshops about freelance journalism and brand storytelling at the University of Cambridge and as part of Guardian Masterclasses.

Lauren’s success as a feature writer and foreign reporter led her to visit 30 countries before she’d graduated from university, and fund a master’s degree in creative writing entirely through freelance journalism. She was then headhunted to work in Google’s content strategy department, before returning to Norwich to start her own company in 2016. Her clients today include Emirates, NatWest, Royal Bank of Canada and HP.

About us

Flibl Masterclasses is a learning provider and communications consultancy based at Fuel Studios in Norwich. We run short courses on journalism, brand storytelling, business innovation and the future of work.

Interested in this masterclass but can’t make the dates listed above? Let us know by emailing and we’ll email you when we’re planning to run the course again.