In this webinar, you will gain invaluable insights into pitching winning PR ideas for media coverage.

Henry Hepburn will shed light on the best approaches to contacting journalists, providing a glimpse into the day-to-day life of an education journalist and the editorial timetable. Participants will also have the opportunity to hear directly from journalists about their current focus areas and the stories that resonate with them. The session will conclude with a Q&A segment.

What will be covered?

Common Misconceptions About Media: Contrary to common misconceptions, the media industry is diverse and multifaceted, with truth and integrity at its core. Henry offers a specialist perspective, drawing from nearly 18 years as an education reporter.

Insights and Specialist POV: Henry shares general observations about the media landscape, emphasizing the importance of fresh insights, previously unseen information, and exclusive content. With a specialist education reporter's perspective, Henry offers unique insights into the industry's dynamics.

What Journalists Want: Journalists, particularly those at Tes, seek newsworthy content that benefits teachers and school leaders. Henry highlights the significance of targeted, succinct communication that aligns with the publication's focus.

Best Practices for Communication: Effective communication with journalists involves tailored messages that demonstrate an understanding of the publication. Concise press releases with new and relevant information, along with clear contact details, are likely to garner attention.

Life of an Education Journalist and Editorial Timetable: While the editorial landscape has evolved, weekly patterns persist, such as newsletter releases and long reads. Henry explains how stories are sourced through various channels, including tip-offs, press releases, school visits, and conferences.

Current Focus Areas: From news and analysis to features and data pieces, education journalism covers a wide spectrum of topics. Henry provides insights into the diverse range of content being produced.

Q&A: The webinar concludes with an interactive Q&A session, allowing participants to engage directly with Henry and delve deeper into pertinent topics.

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Henry Hepburn

As the Scotland, Wales, and Northern Ireland editor for Tes Scotland, Henry Hepburn brings nearly 25 years of journalism experience to the table, with a tenure at Tes since 2006. With a wealth of expertise in education reporting, Henry offers unique insights into the industry's nuances and trends.

Please email eventsteam@besa.org.uk with any questions that you may have. 

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