KAFFEINE / Arts & Culture, Lifestyle, Placemaking, Public Relations

Training: How to write & pitch press releases that deliver

3 August 2022

With journalists receiving hundreds of releases a day – how well does your organisation's story grab their attention? Are you securing the coverage you need for success?  

This session is for in-house marketing and PR professionals who write and pitch stories to the press or oversee external agencies. Laura Bates, Senior Account Director and ex-Head of Comms at the Museum of London, will teach participants how to plan, write and pitch press releases that secure stand-out coverage that deliver impact. Participants will also learn the fundamentals of measuring press coverage secured. 

Laura understands the pressures of in-house marketing and communications and the myriad of stories they are often called on to promote – from trustee / staff appointments to major exhibition openings, stakeholder engagement, fundraising and even addressing tricky issues. 

Limited to a group size of eight people the session provides the opportunity to work closely with Laura and learn from other participants in a collaborative and supportive manner.  Lunch and after session drinks will be provided. 

The session will cover: 

  • Understanding journalists and an overview of the media landscape 
  • Managing colleague vs journalist expectations
  • Planning a story, key messaging and themes 
  • Thinking differently to turn the seemingly ordinary into the extraordinary - see 'Fatberg' in Laura's biog below!
  • Writing for the audience you want to influence 
  • Crafting the perfect headline 
  • Live exercises in drafting mock press releases / pitch emails 
  • How to pitch to journalists 
  • What do when you make a mistake 
  • Press coverage measurement fundamentals 
  • Wrap-up discussion and networking time 


  •       Wednesday 23 November
  •       Wednesday 22 February
  •       Wednesday 3 May
  •       Wednesday 12 July
  •       Timings: 10am - 4pm 
  •       Location: Kallaway Ltd, 2 Portland Road, Holland Park, London, W11 4LA


  •       £549 per person or £988 for two people (excluding VAT) 

How to book

Please email Laura Bates with the names and details of those attending. Please also include to whom invoices should be raised. Laura will be in touch with participants ahead of the training so the session can be tailored appropriately. Joining instructions will also be shared.   

If you're keen but can't make the dates, please let us know and we'll coordinate future dates for your needs. Bespoke training can also be provided for company specific teams either at Kallaway or at your office. Please discuss with Laura.  

About your Trainer

Laura has 15 years’ experience in leading public relations campaigns across the entertainment, public and charity sectors including The Heritage Lottery Fund and a leading LGBTQ+ charity - all built on a degree in Journalism from The University of Westminster, and then getting stuck in at the deep-end during an internship at a major high-street brand. 

At the Museum of London, she devised and implemented a five-year communications strategy for the £300m new Museum, delivering a 13% rise in brand awareness, sentiment, and positioning.  She also led the communications for the museum’s £70m fundraising campaign. 

She led her team to deliver successful integrated campaigns for just about everything the Museum does from exhibition launches, private views, Royal, Mayoral and Government visits, artefact unveiling, ancient archaeology, community engagement, handling reputational issues and advising the Museum’s board and trustees. 

A particular example of the effectiveness of Laura’s ability to turn the ordinary into the extraordinary was the exhibition for London’s sewer system. To increase public demand for this seemingly difficult topic, Laura led the campaign for the now infamous ‘Fatberg’ – a block of congealed fat and waste – a symptom of modern-day Londoner living vs Victorian sewage systems. The campaign connected the Museum's audiences to the exhibtion a highly effective way and was the most successful PR campaign in history of the Museum. 

She has expertise in regional attraction and destination communication strategies from her time at the Heritage Lottery Fund and how to weave funding / supporter messages into content effectively. 

Laura is an active part of the LGBTQ+ community having previously set up and acting as Chair of the Museum of London’s LGBTQ+ staff network. 

Outside of work Laura is a school Governor, keen amateur potter and is partial to the odd tattoo session.