Working with Journalists

Working with Journalists

What makes reporters tick and how to work with them to get more and better coverage

The media is changing rapidly as all content becomes digital, deadlines are 24/7 and everybody is potentially a journalist and publisher – or thinks they are. These changes are challenging enough for reporters, but for those outside the media profession, they can be utterly perplexing.



Our aim is to help you understand the changes taking place in the media. But also to grasp what drives journalists and how to handle them. By the end of the day we want you to feel more comfortable dealing with reporters and more confident pitching stories to them.



  • Media trends –  What’s changing in the media world?
  • Exercise: Targeting media: which type of media are you going to try and sell your story to – and why?
  • Handling journalists – Insider tips on what makes them tick and how to approach them
  • What is news? – The key to understanding journalists is knowing what makes a news story
  • Selling your story – How to pitch news to a skeptical journalist
  • Exercise – Pitching role-play
  • Writing sparkling press releases and impressing at press conferences
  • Exercise – Press release writing
  • Interview tips and techniques
  • Exercise – Mock interview with a reporter



If you want to know how to work with the Brussels Press Corps, sign up for our Influencing EU Media course.

This course can be done online or in person.


What our participants say

"Great, fresh training! Good mix of multimedia, exercises , presentations and examples."Kameliya Encheva, European Cockpit Association (ECA)
"Thanks for a great session: comprehensive, interactive and entertaining! The background information, the live exercises (pitch & interview) and the sharing of experiences among participants were very enriching. I feel much better working with journalists now."Marc De Fleurieu, PHRENOS
"It was a very good experience with active debate and lots of practical tips. I liked that we were a small group which allowed a lot of time for everyone’s questions. It fully met my expectations." Kaisa Amaral, Carbon Market Watch


Get in touch for a quote