Pitching for impact in a changing media landscape (May 2027)

Pitching for impact in a changing media landscape

The media landscape has changed significantly. Traditional newspapers now sit alongside digital outlets, newsletters, podcasts and social-first news sites, creating new opportunities—and new decisions—for organisations seeking coverage.

This practical workshop will help you understand the changing media environment, identify relevant outlets and formats, and focus your efforts on reaching the audiences that matter to your organisation.

Working with a real issue from your organisation, you’ll identify your intended audience and select suitable media channels. You’ll then develop a clear, targeted pitch and explore what to send, who to approach and how to follow up professionally.

The session combines short presentations with practical exercises. You’ll leave with an overview of the media landscape, draft pitches you can refine and use, and a clearer approach to securing relevant coverage.

Learning outcomes

By the end of the workshop, participants will be able to:

• Describe the key parts of today’s media landscape, including print, online news, newsletters, podcasts and social-first news sites

• Connect advocacy or communications goals with specific audiences, channels and formats

• Develop clear, targeted pitches with a strong hook, a human angle, supporting evidence and a clear ask

• Tailor pitches for different outlets and formats, including newsrooms, specialist publications, podcasts and digital-native news sites

• Apply practical approaches to building and maintaining constructive media relationships

Workshop format

This interactive workshop will be delivered online via Zoom as a single 2.5-hour session.

Participants will need audio access at a minimum.

Slide handouts will be provided after the session.

To support open discussion and collaborative learning, this workshop will not be recorded.

Date: Thursday 25 May 2027

Session times by state and territory

• VIC, NSW, ACT, TAS and QLD: 10:30am–1:00pm AEST
• SA and NT: 10:00am–12:30pm
• WA: 8:30am–11:00am

What participants say about Edwina’s training

“I found Pitching a story, Effective media and communications planning, Media interviews – bridging phrases, Media interviews – dealing with tough questions, useful and the facilitators were great.”

Samar, Wellspring for Women

“The facilitators were knowledgeable, and the workshop style allowed for engagement, completing tasks and learning in a nice balance.”

Alison Hall

“I really enjoyed the easy-going, interactive style of the facilitators.”

Vanessa Bradbury

Who should attend?

Communications, marketing, advocacy, policy and research professionals who need to secure coverage for their organisation’s work and want practical guidance on pitching effectively in a changing media environment.

About the facilitator

Edwina Pearse is a communications, public affairs, media and social marketing specialist with more than two decades of experience, including roles at Cancer Council Victoria, Quit and the Australian Medical Association.

Her work spans public health and advocacy campaigns on issues including tobacco plain packaging, graphic health warnings and prioritising primary care during COVID-19.

Outside work, Edwina enjoys coffee, reading and chasing after her mischievous poodle.