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Modern PR — How To Get Press Coverage For Your Business

A proven public relations / PR system to get press coverage for your company or product, from a journalist's perspective
Brad Merrill
4,745 students enrolled
English [Auto] More
Learn how to build and leverage relationships with journalists
Identify the reporters most likely to write about your business
Build a narrative around your brand and succinctly articulate your story
Write a perfect email pitch that gets reporters' attention and drives results
Get your company featured in popular blogs and mainstream publications
Appropriately handle the issue of negative publicity


“Brad’s course was awesome. He gets you thinking in the right mindset, and because he has experience being on the other side of the email he provides useful insight.” —Amir, Udemy Student

“I normally purchase a few courses in the same topic and pass them all, just in case one have something important which the other one doesn’t. I’d say Brad’s course is the most useful and honest one about PR coverage among the others.” —Fuad, Udemy Student

“Practical, common sense advice that you would hope a seasoned industry insider would give you if you were so lucky to know him.” —Randy, Udemy Student

It’s no secret that press coverage is massively important for new companies and products. Whether you want to reach new customers, get a meeting with that investor you’re after, or just build a sense of social proof and legitimacy around your brand, being featured in a popular media outlet is an excellent way to reach your goals—without spending a dime!

But how do you get a reporter to write about you?

I spent the better part of a decade working as a tech journalist, where I endured pitch after terrible pitch from thousands of hopeful entrepreneurs and marketing executives, all trying to score some coverage from me. After giving coverage to hundreds of companies and turning down thousands of others, it’s become apparent to me that most people don’t know how to approach journalists.

And that’s a shame, because it doesn’t take much to do it right. You don’t need to hire an agency or get a public relations degree—you just need to understand what works and what doesn’t.

This course is a complete guide to getting your company featured in the press. It covers everything from building and leveraging relationships with journalists to reaching out cold and nailing the pitch. If you follow my advice, I fully expect that you’ll get at least half a dozen valuable press mentions over the next month or so.

Here are a few things you’ll learn in this course:

  • How to build and leverage relationships with reporters

  • How to find the right journalists to contact (the ones most likely to write about you)

  • How to build a compelling narrative around your brand

  • How to create a press kit

  • How to write a pitch that journalists respond to

  • How to handle negative publicity

  • A secret weapon to help you get press coverage in record time

In addition to the content of this course, you’ll get lifetime access to the private Q&A board where I can answer any questions you have as you go along.

I’m confident that this course will bring you enormous value, and my confidence is backed by Udemy’s 30-day money-back guarantee. If for any reason you’re not satisfied, you’ll get a full refund—no questions asked.

Ready to get started? I’ll see you inside!



Things To Consider Before You Begin

A Couple Of Caveats
Before Starting A PR Initiative, Consider These Questions

A good PR initiative isn't just about coverage. It's about building a narrative around your brand and really finding your place in the market. In this lecture, we'll answer some questions about your company that will help you better articulate your story to reporters.

Building And Leveraging Relationships

The First Secret Of Successful PR

The first secret of successful PR? Relationships are key. This section will teach you how to build and leverage relationships with journalists.

What Journalists Want

If you want coverage from a journalist, it helps to think like a journalist. This lecture covers some ways to build relationships with journalists by taking a close look at what they want.

What To Do If You Have No Pre-Existing Relationships

If you have no pre-existing relationships, all is not lost! Here's a simple way to make cold outreach a little warmer.

Cold Outreach

Cold Outreach

Sometimes, pre-existing relationships just aren't available, so you have to reach out cold. Even if you do know a couple of journalists, it's a good idea to reach out to as many others as you can to increase your chances of success. In this section, we'll cover everything you need to know about cold outreach.

Which Journalists Should You Reach Out To?

Which journalists should you reach out to? You can probably name a few people you'd like to speak with, but don't get carried away! This lecture will explain the process of locating the reporters most likely to write about your company so you don't waste your time. We'll also talk about the order in which you should contact reporters to maximize your results.

Getting To Know The Reporters

When you're trying to get press, it's important to personalize your approach. To do this, you'll want to get to know the reporters before reaching out.

Telling A Compelling Story

Journalists want to tell stories. Unfortunately, the fact that your company exists isn't a story in and of itself, so it's important to develop a compelling narrative around your brand. This lecture details why and how to do that.

Making Your Story Newsworthy

Why should a journalist care about your story right now, and not two weeks from now? For best results, your story should always be timely.

Creating A Press Kit

It's a good idea to have certain materials readily available to make it easy for reporters to put a story together. In this lecture, we'll cover how to create a press kit, and what to include.

The Pitch

In this lecture, we cover exactly how to write an email pitch that gets results.

The Perfect Pitch Template
How To Craft Perfect Subject Lines
A Secret Weapon To Help You Follow Up Like A Pro
What Not To Do

In this lecture, we cover some ridiculously common mistakes that you'll want to avoid in your PR campaign.

Cold Outreach Wrapup (With Examples)

At this point, we take a step back and wrap all of the information from the Cold Outreach section into a cohesive plan, with examples.

After The Pitch

After The Pitch

So, you've sent out some killer email pitches, but what now? This lecture covers what to expect from journalists after you've pitched them.

How To Handle Negative Publicity

Unfortunately, negative publicity can happen to the best of us, so I've included a few tips for dealing with it—just in case.

Making Reporters Come To You

How To Make Reporters Come To You

So far, we've discussed how to build relationships with journalists and how to reach out cold. But you know what's better than both of those? Having reporters come to you.

What Makes Reporters Cover Some Companies Over Others
How To Make Yourself Accessible To Reporters
How To Be Newsworthy
Making Reporters Notice You

Wrapping Up

A Secret Weapon To Help You Get Press Coverage In Record Time

In this lecture, I share a secret weapon that can help you get coverage in record time. It's not a replacement for the rest of this course (hence why I saved it for last), but it can supplement your efforts and get you and your company into some of the world's largest media outlets.

You can view and review the lecture materials indefinitely, like an on-demand channel.
Definitely! If you have an internet connection, courses on Udemy are available on any device at any time. If you don't have an internet connection, some instructors also let their students download course lectures. That's up to the instructor though, so make sure you get on their good side!
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1 hours on-demand video
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