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On Demand Course -
Video training, templates + a workbook

Public Relations Masterclass 101

Let a publicist show you how to get your clients featured in the press.

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Learn from someone who has secured media placements in Forbes, Fortune, Wall Street Journal, Well+Good, Good Housekeeping, Thrillist, Good Morning America, Parents, Real Simple, and MORE...

Become a media maven and be a master at building journalist relationships. Get the resources you need now to start that next level of your PR career.

  • Level Up: Learn the exact step-by-step process on how to pitch that I teach at professional agencies
  • Brand Awareness: Generate organic (free) awareness for your clients and get them in front of their target audience. Let the media be your next supporter.
  • Confidence: Be confident when emailing journalists and become a resource for them, authentically. Don’t be that person that gets blocked!
  • Grow: Improve your business and sales skills by getting comfortable cold pitching and building relationships
Public Relations

Hi, I'm Erin James
Your PR + Marketing Coach

This Masterclass on PR Fundamentals will empower students, entry-level PR professionals, agencies, organizations, and those who want to offer PR as a service to take the first step towards learning how to secure media features.

Reach that next step with a little support.

Welcome to the Public Relations Masterclass – Media Relations 101 for agencies, publicists, young professionals, and students. This should be used as a guide and starting place to understand the basic fundamentals of getting your clients featured in the media.

If you are a new or recent grad, this course will empower you to stand out from other candidates as you will have training to reference, assignment examples to share, and a certificate showing you completed this course.

If you are looking to pitch your clients to the media, you’ll know the exact steps to take to secure these placements and become confident as a publicist!

You’ll develop an understanding of the fundamental principles and execution tactics that go into getting clients featured in the media – how to execute AND why you need to do each step.

Everything will be delivered in a simple, easy-to-understand way with resources for you to walk away with. You’ll confidently be able to find and connect with the right reporters and see your clients in the media.

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Learn the 5 fundamental
stages of media relations

stage 1:

PR 101

You can’t expect success without understanding the basics. We’ll start with understanding what PR / media relations is – who, what, why, how. You’ll get a deep understanding of how to get yourself and/or your clients featured in the media and what journalists are looking for. All too often experts and businesses think they have an amazing story that everyone will care about, when in fact it may not be. Figure out how to build the right story.

stage 2:

List Building

You can have an amazing story, but if you aren’t going after the right people, it won’t get shared. We’ll go over how to identify the right contacts and the best way to get in touch with them. You’ll also get a template on how to build the ideal list to help you thrive and get those placements!

stage 3:

Writing for A Response

After we identify the right contacts, we’ll talk about how to write a pitch that captivates them. That gets them excited and eager to respond to you to hear more. Even if you have the best story, if it isn’t presented in the best way, it may go right to their trash folder. Journalists get a lot of emails every day, so find out how to cut through the clutter.

stage 4:

The Process

Now that you’ve learned what media relations is, how to identify the best contacts, and how to write a pitch that captivates them, you”ll learn the process for actually pitching. The best times to pitch, when to follow up, how to be helpful when they ask for more information or answers to questions, how to monitor and track your success, and how to plan your day for PR wins. There are many parts that go into getting media features, that you can’t overlook even one step.

stage 5:

Monitoring & Reporting

Whether you work directly for a company or an agency, it’s not just about the wins but how you share them. You’ll learn how to find, track, and share all the amazing results you and your team get. This is a critical part of PR and you don’t want to overlook it!

A Look at the modules...

module 1:

Fundamentals

Do you really know what PR is? This module explains everything you need to know to get started.

MODULE 2:

PR dictionary

Don’t get lost just because you don’t know the lingo. Learn some of the common PR terms that will make you stand out.

MODULE 3:

How to find the right contacts

Young PR talent has a crisis coming… and it’s that no one is teaching how to find the right contacts. We’ll teach you how to become a Google master and what to look for. 

Includes video walkthrough, exercise + template

MODULE 4:

How to build a media list

Most people miss out on this critical step, recording the contacts and all the necessary information to not be spammy. You’ll learn how to structure a media list and what information to include.

Includes video walkthrough, exercise + template

MODULE 5:

Pitching best practices

You don’t need to know how to write a perfect pitch when first starting out, but understanding the types of pitches will give you a leg up when building a media list. 

Includes exercise + template

MODULE 6:

Monitoring + reporting

As a junior publicist, supporting your team with monitoring and reprint of media coverage will be essential. Be their best friend by having an understanding of what monitoring + reporting even means.

Includes video walkthrough 

BONUS MODULE 7:

In-house vs agency

You don’t need to know how to write a perfect pitch when first starting out, but understanding the types of pitches will give you a leg up when building a media list. 

Includes exercise + template

BONUS MODULE 8

Managing up

If you want to grow in your career, you need to learn how to mange up (and manage your time) from the start. We’ll let you in on our career changing secrets!

BONUS MODULE 9:

A day in the life

PR is a fast paced career and having an understanding of what a typical day in the life of a junior publicist looks like may help make the transition easier.

Learning Resources

RESOURCE 1:

Video Walkthroughs

Screenshare walkthroughs as I show you exactly how to build a media list, find contacts, and media monitor with Google.

RESOURCE 2:

Workbook

To get started, you’ll get a workbook to help you take notes throughout the course. Once you’ve gone through the course, you now have a handy resource to reference at any time on the most important things you learned. It’s also a great please to write down questions you have for us and your team.

resource 3 + 4:

Templates + Exercise

Set exercises (that come with templates) for you to build a media list, write a pitch, and find the right media contacts. This course isn’t just about learning, it’s about taking action!

sign up now

Course Options

Single

1 Seat
$197 One-Time
  • 1 user/student
Add to Cart
*access for one user only!
Add to Cart

Group

5 seats
985
$750 One-Time
  • 5 users/students
Get Started
* each user will need their own email for access to the course
most popular

Duo

2 Seats
$350 One-Time
  • 2 users/students
Add to Cart
*each user will need their own email for access to the course
Add to Cart

Students share their
story and success

I began working for Erin in college as an intern for almost a year where she taught me more than I could have ever learned through a class. With her full help and guidance I was fortunate enough to be hired on her team. There, she promised to teach me everything she knew. I have since been promoted and I still attribute everything I know in the world of PR and business to her. She is by far the best teacher and leader I have had, not only in the workplace but in life as well. Erin is the most organized, efficient, and motivated leader I have worked under, which is why the clients she takes on are so successful.

Hunter A. PR & Marketing Assistant

"As a solopreneur, who just started her business, I don’t have money to hire a PR consultant or agency, so when I found the PR Masterclass I was excited to try it out. I have no PR background but was able to go through the program and create my one-woman PR department. Understanding the process and how to set up my week to include PR was a game-changer. I’ve been able to get my business some exciting media articles and was able to show my intern how she can help me do some parts. I would recommend any startup founder or solopreneur to get the masterclass now. It’s worth the investment!"

Amy L. Entrepreneur

I’ve had multiple internships but never felt like I learned much. After going through the PR Masterclass, I finally felt like I could come to my internship and prove that I could help with building media lists and coming up with pitch ideas for clients. I was finally able to prove myself and got hired full-time. Thank you so much, Erin, for creating the PR Masterclass.

Holly M. PR Assistant Account Executive

The PR Masterclass was more helpful than I could’ve imagined! It was easy to understand and taught me everything I didn’t lean in my PR classess. I felt ready to apply for PR jobs and was hired by one of my goal companies. I couldn’t be more thankful!"

Jessica H.

Some things you want to know and understand

The Public Relations Masterclass – Media Relations 101 – is for agencies, publicists, young professionals, and students. This should be used as a guide and starting place to understand the basic fundamentals of getting your clients featured in the media.

If you are a new or recent grad, this course will empower you to stand out from other candidates as you will have training to reference, assignment examples to share, and a certificate showing you completed this course.

If you are looking to pitch your clients to the media, you’ll know the exact steps to take to secure these placements and become confident as a publicist!

You’ll recieve an email within an hour of purchasing with login details for our members area with your login to the course. Please note sometimes technology does it’s thing and it may take up to 24 hours to arrive. Make sure to check your junk folder just in case and add [email protected] to your safe senders list.

The course has 71 minutes of video instruction. We recommend seeting aside 90 minutes – 2 hours to go through the course and exercises without feeling rushed.

We made this course VERY specific and detailed. That means you do not need to be involved. It shows students step by step instructions and explains the why behind each step. We use a standard Google spreadsheet for the media list and Google doc for the pitch. 

 

We do recommend giving them the following information for the exercises:

  • client, company or industry
  • target audience (consumer, local, national etc)
  • types of publications you are looking for (give 2-3 specific examples)
  • Well known competitors (1-3)
  • Top 3-5 keywords describing the brand or industry 

Feel free to email [email protected] with any questions. Erin also provides 1-1 and group (virtual) training on PR and agency best practices. Let us know how we can help.

You can purchase a set of 2 or 5 seats below. If you need more seats, email [email protected] and we’ll get you set up with a dicount!

sign up now

Course Options

Single

1 Seat
$197 One-Time
  • 1 user/student
Add to Cart
*access for one user only!
Add to Cart

Group

5 seats
985
$750 One-Time
  • 5 users/students
Get Started
* each user will need their own email for access to the course
most popular

Duo

2 Seats
$350 One-Time
  • 2 users/students
Add to Cart
*each user will need their own email for access to the course
Add to Cart

Agency Owner Lab is a collective of entrepreneurs in PR, marketing, social media, and creative roles who want to increase profit with less stress.

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