The Battleship Building, London



About this class

Would you like to be featured in newspaper articles, on the radio and on TV but don’t know where to start?

If you want to get free editorial coverage in magazines, newspapers, on radio and on TV then you have to have a story that will interest the journalist, and that means finding a newsworthy or “sexy” angle to what you do.

This is completely different from your USP and is not about what your customers like about you. It’s all about what a journalist will find interesting.


Who is this for?

  • Start-ups and SMEs serious about building their business and their brand
  • Businesses looking to generate new leads and build a reputation
  • Organisations looking to stay ahead of the competition
  • Anyone looking to hire a PR agency
  • Entrepreneurs looking to build a platform for themselves and their business


What will you take away from it?

  • An understanding of how the media works
  • Clarity on what a journalist will find interesting about your business
  • PR ideas, specifically for your business, that you can action immediately
  • An outline structure for a press release for your business
  • Knowing how to find contacts for journalists and how to use those contacts
  • How to do all of this in just a few hours a month
  • Inside knowledge to help you choose the right PR agency in the future



This is an entry-level class, but you should come with clarity about what your business does, who your target audience is (even if this is a very general idea), and ideally what you’d like your PR to achieve for your business. Bring notepad and pen / laptop for taking notes.



CHANTAL delivers our PR masterclass

About the instructor

Chantal Cooke is an award-winning journalist and broadcaster – turned PR guru. She has worked as journalist / presenter for the BBC, commercial radio, national newspapers and magazines for over 25 years. She has reported from Bosnia and Northern Ireland, and written travel articles for a variety of publications including the Independent on Sunday. In 2002 she set up the UK’s first ethical radio station; PASSION for the PLANET. The station, which broadcast on DAB and via the Internet, picked up a number of awards and attracted an audience of over 100k. During that time Chantal interviewed over 6,000 people. In 2010 Chantal founded Panpathic Communications – a boutique PR agency specialising in working with small business and authors.

She is author of the book “PR Demystified – how to get free publicity by giving journalists what they really need” and “The Authority Guide to Marketing your Business Book” and has been featured in a number of business books and even a novel! Chantal is an expert in PR and helping businesses attract the attention of journalists. She has worked with dozens of start-up businesses help-ing them attract mainstream, national press coverage.

Chantal is an experienced presenter and speaker having given key notes at, among others, IdeasUK. She also regularly delivers training at the Foreign and Commonwealth Office and the British Council.




Terms and Conditions

i.      By buying a ticket, you consent to being filmed, recorded and photographed at the event as a member of the audience and to footage and photographs of you being used by Virgin StartUp in any medium for the promotion and marketing of Virgin StartUp and the Virgin Group.

ii.      Views expressed by speakers at the event may not be the views of Virgin StartUp. Event materials are provided on an “as is” basis and Virgin StartUp makes no warranty regarding the accuracy or completeness of those materials.

iii.      Speakers and attendees are subject to change and we do not guarantee that any specific speakers or participants will appear at the event. However, we will always try to find a suitable replacement if one of our key speakers or participants is unable to attend.

iv.      You attend the event at your own risk. You are responsible for safeguarding your property when attending the event. Virgin StartUp will have no liability for property lost, stolen or damaged at the event.

v.      You must be aged 18 or over to attend the event and may be asked to show photographic identification to prove your age.

vi.      Tickets can be transferred, exchanged, or refunded once purchased as long as the claim is made 7 days before the event is due to take place.

vii.      Whilst we cannot guarantee that our events will be at venues offering disabled access, please do let us know as far as possible in advance, of any requirements you may have in relation to access or any other disability requirements and we will do our best to accommodate your needs.