How to create a compelling press release, and pitch it to journalists

 Learn how to create a killer story angle, write an eye-catching press release and pitch to journalists - all while staying true to your purpose.

Sign up to my self-study online PR course and learn at your own pace. No big deadlines, no pressure.

Are you fired up with enthusiasm for your growing business, but lack the skills that can get the message across to the people who need to know about it? 

Sign up for this short course which is module three of the FULL course - Beginner's PR for Ethical Entrepreneurs. 

This course is self-study and will teach you how to grab a journalist's attention with a powerful press release. Journalists are bombarded with hundreds of press releases each day, but I'll show you how to make yours stand out.

Watch student, Kate Auguste, talk about her success after taking my FULL course.

We're in the Decade of Action! 

This is a great time to be a purpose-led business owner, so let me help you to get your voice heard. 

I’m a PR professional with 25 years’ experience in the business and a passion for conscious brands. I’ve created this great-value course to help businesses like yours get the attention they deserve.

It's packed with mixed content - video and text, downloadable templates, quizzes, and there's no pressure of deadlines. You can do the course at your leisure - when you enrol you have six months' access.

Good PR will boost your reputation, build trust your brand, increase your income and boost your impact. 

What’s included?

  • Online video and text-based learning to suit different learning styles.
  • Learn how to find a compelling story angle and write a killer press release.
  • Find out how to answer tricky questions from journalists while sticking to your ethical principles.
  • Get expert advice from a national journalist in the ethical space. 
  • Learn how to take media-friendly photos for your press release.
  • Exclusive content from national environmental journalist, Anna Turns, who offers her exclusive advice to ethical entrepreneurs. 
  • Helpful tips and tricks from other journalists and bloggers.
  • Advice on taking great photos from acclaimed national press photographer, John Ferguson.
  • Optional extra of one-to-one coaching if you'd like to explore any of the lessons in more depth.

 National Journalist, Anna Turns, shares her invaluable knowledge.

Book now to start the new year by learning exciting new skills that can help your business leap ahead.

Now is the time to discover the secrets to getting your business where it belongs – in the media spotlight.  

Invest just £129 in developing exciting, new, powerful PR skills. 

That's the price of hiring a freelance PR professional to write just one press release! But you could write as many as you need to help your business grow.


Find out more about the course creator and coach, Elma - PR expert.

Perhaps you'd also like some bespoke one-to-one coaching


Course curriculum

  • 1

    A warm welcome!

    • A warm welcome!

  • 2

    How to create a compelling story, and pitch it to journalists

    • Introduction

    • Lesson 1: What is a press release and why do you need one?

    • Lesson 1 quiz

    • Lesson 2: How to find an angle that works

    • Lesson 2 quiz

    • Lesson 3: How to write your press release

    • Lesson 3 quiz

    • Lesson 4: The value of high-quality photographs

    • Lesson 4 quiz

    • Lesson 5: Preparing for transparency

    • Lesson 5 quiz

    • Lesson 6: How to pitch your story to the media

    • Congratulations on completing the course! You rock!

Pricing options

Explain how different pricing options might be valuable to different segments of your audience.


Everything you need to know.

  • Who should do this course?

    Anyone who has no or very little experience in working with the press and who runs a small business or organisation in the ethical space. But the course is also useful for other types of small businesses, which have an interest in the issues that purpose-led brands need to consider, such as how to communicate their purpose and how to be transparent when working with the media. This course is also great for marketing professionals who want to expand their skills into PR. If you're a PR you may find some of the lessons a bit too simple. I suggest looking at the course content and contacting me with any questions before you sign up.

  • How do I pay for the course?

    All payments are made via Strike.

  • Can I cancel and get a full refund?

    Full refunds are available up to 14 days following payment up until the beginning of the course. If you request a refund once the course has started you have up to 5 days from your start date to alert me. Email as soon as you're able:

  • How do I find out about future courses?

    Please sign up my newsletter and you'll be kept up to date with forthcoming courses and other learning opportunities. Simply fill in the form on my main website:

  • Can I download and share the course content?

    No, as this is a breach in the agreement you agree to when buying the course. During the course there are worksheets and templates available for download but are for your personal use only, as part of the study process.

  • How can I get help with technical issues?

    Please contact the company that runs this website, Thinkific.

  • How long will it take to complete the course?

    Once you enrol, the course will remain open to you for six months, then the course will close. So, this course has been created for you to dip in and out of.

  • How am I tested?

    Throughout the course there are quizzes for you to complete to help solidify your new knowledge. You'll need to pass each one in order to move on to the next lesson.