Pitch Craft for Press Coverage™ Media Pitching Training

How to pitch to the media and secure high-profile press coverage

Learn how to pitch with confidence or brush up on your media pitching skills to secure better press coverage. Come along to one of our online sessions in return for a small donation to our local food bank, book a one-to-one session, or sign up for a bespoke workshop.

What will you gain?

PR andCommunications


You’ll get lots of practice is the craft of media pitching with live feedback on media pitches, access to real-life successful pitch examples and a supportive community.

Content and B2BCopywriting


Build stronger relationships with the media and be more confident in your media pitching skills by learning how to craft and structure your pitch, and get your questions answered.



People who have done our training have secured press coverage in the national press, including The Telegraph, Times and the BBC and you’ll also get the opportunity to share your success.

How does it work?

Pitch Craft for Press Coverage™ media pitching training is no ordinary training. Highly practical, you’ll get lots of support and access to advice, tools, tips, media coverage opportunities and journalist interviews. We share successful pitch examples and you’ll take part in practical exercises to craft media pitches with live feedback and ongoing press coverage support.

Our Pitch Craft for Press Coverage™ media pitching training is available in a couple of different ways:

Live and on-demand

We run regular live and on-demand online training sessions. Book on our next live event here or sign-up to our ‘first to know’ waiting list and we will let you know when our next sessions are running.

Membership community 

Join our supportive membership community and get on-demand training in the art of Pitch Craft for Press coverage and live training and feedback sessions, access to our little black book of contacts, media requests, and opportunities. Ask questions, build relationships, get feedback on your pitches, and share your success.

Individual and team training

These supportive and highly practical media pitching workshops for groups or individuals are specially tailored to you, your organisation, or your team. You’ll get to work on your own pitch with individual feedback and review, access to media pitch templates, and lots of support to build your confidence and give you the skills to build stronger relationships with the media and secure great press coverage. Book a call with Ellen to talk through your media pitching challenges and get the training and support you need.

Pitch Craft for Press Coverage

Pitch Craft for Press Coverage™ media training is ‘pre-approved for Chartered Institute of Public Relations (CIPR) CPD’, and is accredited by the PRCA. You’ll earn CPD points for attending our online training, and learn:

  • The value of earned press coverage
  • The challenge of pitching and selling in your story
  • Mistakes to avoid
  • Opportunities and why good Pitch Craft is needed – what makes a good pitch
  • How to research the press and media contacts with tips on building your press list
  • Opportunities to secure press coverage from features to interviews, articles and everything else in between
  • The power of the hook and crafting a great story
  • How to craft and structure your pitch
  • The importance of the subject line
  • Vital information to include
  • How to provide extra value and make it easier for the media to use your pitch
  • Advice on timing
  • How to pitch: guidance on email, telephone, and social media pitching
  • Relationship-building for long-term success
  • Building on your success, what next and how to amplify your press coverage
  • Dealing with rejection
  • Building confidence and Pitch Craft expertise
  • Sharing and celebrating your success.

Secure Better Press Coverage

PR andCommunications

Business owners and leaders

Stop hiding your light. If you would like to become better known, find and share your story and secure press coverage for you and your business. Pitch Craft for Press Coverage™ will teach you the skills to step out of the shadows to tell your story and be better connected.

Content and B2BCopywriting

PR and Comms practitioners

Learn how to pitch to the media or freshen up your media pitching skills. Pitch Craft for Press Coverage™ will help you to gain more confidence, build your skills, and secure better press coverage and opportunities.


Marketing practitioners

Understand the value of earned press coverage and develop your skills to build relationships with the media, ensure great press coverage and build credibility and thought leadership.

The Training

Our Pitch Craft for Press Coverage™ media pitching training is delivered online. As well as our one-to-one and group sessions, we also run free taster sessions in return for a donation to our local foodbank HITS and other charities.

George Beard

"The training provided by Nellie PR was invaluable in giving our team the confidence to pitch story ideas to journalists in an effective and compelling way. I’d recommend the training to any other PR agencies out there wanting to upskill their team – it’s a fantastic resource and well worth the time."

George Beard
Director | MPC

Kira Daly

"The webinar was extremely useful and had many transferable skills. I couldn’t recommend it enough."

Kira Daly
Public Relations Executive | ADPR

Tammy Devonald

"Thank you for such a great workshop today, lots of ideas and takeaways. Was great to hear that a little effort goes a long way - totally boosted confidence to share our story."

Tammy Devonald
Ringleader of Creative Operations | Ovation Finance

Bobby Marsh

"I really enjoyed understanding the structure of pitching and the importance of reputation. As a newcomer to PR this workshop was excellent to hear other opinions and learn from Ellen’s experience. Pre-event info was helpful and smooth and the resources were also very helpful."

Bobby Marsh
PR & Digital Marketing Executive | OggaDoon

Kirstie Price

"Really informative session, well-tailored to the mix of experience in the room. Relaxed, informal atmosphere helped and encouraged the group to share thoughts and ideas. Session length was perfect and kept attention."

Kirstie Price
PR Executive | Apetito UK

Angela Rimmer

"Excellent. Ellen provides a wealth of knowledge, experience and examples to bring the learnings to life. I really enjoyed my morning, thank you."

Angela Rimmer
Growth Marketing Consultant | Angela Consulting

Dawn Baxter

"A really inspiring session - with perfect levels of pace and interaction. It was a good touch to be able to work on our own press pitches to make it more relevant and personal. I learned some great top tips."

Dawn Baxter
Communications Coordinator | SETsquared Exeter

Leanne Hollington

"Really useful pointers and I have found it helpful to take a step back and put yourself in the journalist's shoes. Definitely feel more confident in approaching publications."

Leanne Hollington
External Communications Coordinator | PKF Francis Clark

Emma Potter

"Really useful tips and advice to help us through the whole process of pitching to press to hopefully gain better coverage and to build better relationships with our media contacts. I found it very useful to have my own pitch with me and I could see instantly where I had gone wrong in the past."

Emma Potter
Marketing Executive | PKF Francis Clark

Alison Hadley

"Five out of five! I've never been a fan of pitching to the media and Ellen's course provided the confidence boost I wanted. Packed full of useful tips, the short training session provided an excellent forum to both ask questions and share ideas around the table. After the training, we were invited to send a practice pitch to Ellen for feedback - what a great idea offering brilliant additional value."

Alison Hadley
Marketing and Communications Freelancer

Holly Whitehead

"Fantastic session, really useful and full of lots of helpful tips for producing high-quality pitches. As a relative ‘newbie’ to PR, I have learned lots and am looking forward to implementing!"

Holly Whitehead
Co-founder | Growth Guides and Head of Marketing | Securious

Joady Roberts

"Loved it! So much more than how to craft a pitch. Please come back to Bristol."

Joady Roberts
Creative Director | Infectious PR

Katherine Dyer

"Nice relaxed yet professional atmosphere and feel to the session. Key tips were presented really clearly. Really informative, will make full use and let you know how I get on."

Katherine Dyer
Marketing Communications Manager | HCI

Kalkidan Legesse

"Fantastic short course. Helped me to identify how we will need to build our pitch strategy which hopefully will feed into our growing business. Loved the templates."

Kalkidan Legesse
Creative Director & Founder l Sancho’s

Sharmee Mavadia

"Despite being in PR for more than 10 years, I decided to attend some training workshops to refresh my skills and pick up new tips during the lockdown - I came across Ellen's Pitch Craft workshop. It was time well-spent picking up some new tips as well as reinforcing much of what I knew. After the workshop I had a follow up call with Ellen who gave some guidance on approaching a new client which I found very useful. I highly recommend attending Ellen's training sessions and having her as a trusted PR person to bounce ideas off."

Sharmee Mavadia
Founder | SharpPR

Kelly Ballard

"Brilliant workshop today by Ellen Carroll, I’ve worked with PRs and managed PR staff for many years, but in only three hours I learned more about the process for gaining PR than I’ve learnt in 20 years"

Kelly Ballard
Freelancer Marketer | Kelly Ballard Marketing

Charlotte Bown

"Today’s Pitch Craft session was so insightful and helpful! Being quite new to the PR world it was great for me to get some more understanding of how to pitch well! Plus, it really helped me as I managed to get some coverage for a client in a publication they were hoping for by using some of the tips you gave!"

Charlotte Bown
Account Executive | Leapfrog PR

Choose your Training



Pitch Craft for Press Coverage training on-demand
Live monthly training and Q&A sessions
Feedback on pitches
Access to our black book of journalist contacts
Interviews with journalists
Resources shared,
Exclusive discounts on future services and training
Private community group for ongoing support and press coverage opportunities
Annual 12-month access (£360*) and monthly membership option from £30* per month
*Special September launch price only.

Individual Session


90-minute video call with Ellen Carroll
Includes one-hour media pitch training
1-to-1 pitch review and feedback
30-minute Q&A follow up
Media moves and journalist updates
Toolkits and worksheets
Private community group for ongoing support and press coverage opportunities
Exclusive discounts on future services and training
Success celebrations
The workshop is accredited by the PRCA and attendees can log 10 CPD points for attending plus extra points for the follow-up
Join membership community, first month is free, with all the benefits and support.

Team Session


Online workshop for up to four people
Opportunity to submit a media pitch in advance for live feedback
One-hour training and 30-minute Q&A
Media pitch training and advice
Selected pitch feedback
Opportunity to resubmit media pitch for further feedback
Follow-up one-hour group session and Q&A
Media moves and journalist updates
Media contacts
Templates, toolkits and worksheets
Opportunities to book extra time including one-to-one sessions
Private Facebook community group for ongoing support and press coverage opportunities,
Exclusive discounts on future services and training
Success celebrations
Earn CPD points
Free 12-month access to the membership community.

Your trainer

Ellen Carroll

Ellen Carroll is your guide to Pitch Craft for Press Coverage media pitching training – sharing her media pitching experience and expertise gained from over 25 years’ of pitching and securing earned press coverage and opportunities right across the media landscape from the likes of BBC Breakfast and Radio 4, FT, The Times, Telegraph and Guardian, regional newspapers, glossy, business magazines, blogs, podcasts, trade, online and broadcast media.

A PR champion who is both strategic and a doer, Ellen is a PRCA Measurement Champion, member of the CIPR, Women in PR and the PRCA (PR & Comms coach and mentor). She is also the PR and Comms specialist for Propolis, the global B2B marketing community.

Member of

Women in PR
CIPR Member
PRCA Approved

Find out more

If you’re interested in finding out more about the Pitch Craft for Press Coverage™ and the different options and support provided, please book a call with Ellen.