Pitching and Media Outreach Strategies

This unit develops students’ practical skills in media relations, content creation, and digital outreach to earn publicity and build prospect lists. Students learn to craft and distribute press releases and pitches, create short-form and platform-specific content, plan promotional events and virtual experiences, and monitor earned media while applying crisis and ethical considerations.

Learning Objectives

• Analyze and select appropriate PR media channels (traditional, digital, social, podcasts, virtual/metaverse) for specific target audiences and campaign goals, justifying choices by reach, format, timing, and audience fit
• Apply writing and distribution techniques to produce effective press releases, pitches, article proposals, and short-form video/content that secure coverage from editors, producers, and influencers
• Demonstrate event promotion and prospecting skills by developing event themes, logistics, attendee capture methods, buzz marketing tactics, and virtual event strategies to grow and qualify prospect lists
• Evaluate earned-media outcomes and reputation impacts by using clipping/monitoring services and crisis communication principles to measure exposure and refine outreach strategies