PR Training & Coaching.

When a company relies on an PR external agency for any period of time, all the proprietary knowledge - media contacts, successful pitch angles, campaign mechanics - sits with them, not you. So, if you opt to bring the PR function in-house, that knowledge is all but lost.

The PR Training & Coaching service - or communications academy as it has become known - transforms your in-house team of marketers from having a limited or no practical PR experience into skilled, knowledgeable, and competent PR executives.

Our team of current PR agency practitioners have real-time insider knowledge of what journalists actually want. We will work closely with your people to develop a detailed media relations (PR) strategy that outlines the desired outcomes, key messages, target audiences, and tactics that can be deployed to help you achieve your media and organisational objectives.

We don’t just teach PR - we enable your team to deliver measurable impact. From securing national coverage to building trusted media relationships, we help you achieve results that drive growth and protect your reputation.

This ‘academy’ service includes:

• 1:1 coaching on effective media pitching, relationship building with journalists, and strategic content creation. We upskill your team to operate with the same mindset as a high-end PR agency

• Bespoke half-day and full-day workshops to help your team learn to find and articulate the news stories that build trust and drive commercial outcomes

• Develop your teams’ skills in turning raw data and organisational actions into compelling content that resonate with target audiences via both earned and owned media

• Fortnightly lunch-and-learns

• Weekly ideation sessions

• Monthly insights on media trends, AI in PR, and evolving best practices

• Quarterly reviews or ‘PR health checks’ to keep people’s skills sharp

The goal is to build an internal capability with the same mindset as a top PR agency so as to maximise your internal resources and eliminate the need to rely on the services of a retained external PR agency.