Presented by
Management Forum
What Do Journalists Want? Cultivating Public Relationships (PR) in the Life Sciences Training Course
Participants will explore what journalists seek in their interactions with PR professionals, particularly in conveying complex scientific information to the public.
- Format: Live online
- CPD: 3 hours for your records
- Certificate of completion
Course overview
This course is designed for those eager to bridge the gap between scientific research and public understanding through effective communication strategies. It delves into the dynamic relationship between journalism and public relations within the life sciences sector. Participants will explore what journalists seek in their interactions with PR professionals, particularly in conveying complex scientific information to the public. Through a combination of theoretical frameworks and practical applications, students will learn how to effectively engage with media representatives, understand the nuances of science communication, and develop strategies for fostering positive public relationships.
This training course is part of our collection of Leadership & Management Training Courses which focus on leadership, innovation, strategy, communication, finance, problem solving and conflict management, to name a few key areas.
Benefits of attending
- Gain insights into how to craft compelling narratives that resonate with journalists and their audiences
- Engage in real-world case studies and role-playing scenarios that simulate media interactions and PR campaigns
- Learn about the evolving landscape of journalism and how it affects public perception of scientific issues
- Equip yourself with the skills necessary for successful PR, particularly within scientific fields
Who should attend?
- Executives seeking to build brand recognition and gain market share
- Those looking to improve their ability to communicate scientific findings effectively to non-specialist audiences
- Professionals seeking to deepen their knowledge of media expectations and improve their strategies for engaging with journalists
- Professionals who are making decisions that have media impact
This course will cover:
Understanding your audience
- Identifying key stakeholders in the life sciences sector: customers, investors, regulatory bodies and the scientific commmunity
- Developing audience profiles to tailor messaging and enhance engagement
- Techniques for gathering insights on demographics, interests and media consumption habits
Crafting an effective PR strategy
- Setting SMART (Specific, Measurable, Achievable, Realistic and Timely) goals aligned with business objectives for your PR initiatives
- Creating impactful key messages that communicate your objectives
- Identifying and prioritising relevant media outlets and channels for outreach
- Developing a timeline and strategy for executing your PR strategy effectively
Building media relationships
- Understanding journalists and what they want
- Providing value through relevant insights and information to build trust with media contacts
- When to pitch and when to catch: best practices for pitching stories and securing coverage in life science publications
- Training spokespeople to effectively delivery key messages during interviews and media engagements
Christopher Walker
Christopher Walker is an accomplished journalist, who has had regular columns in The Times and The Independent and writes for major European business publications. He has broad experience from banking to life sciences. As an editor at McKinsey, he helped senior partners across Europe express themselves successfully, and also wrote the overview of Imperial College’s Horizons programme helping the communication skills of STEM graduates. He has hands on knowledge of what makes the news, and what shapes opinion. In his consultancy and his coaching practice, he has helped business leaders in Europe and the States achieve successful press relations.
Walker trained as an economic historian and started his career in the Economics and Strategy Department at a leading broker. He went on to sit on the asset allocation committee of one of the UK’s largest asset management houses, and on the board of an important political think tank. He writes regularly on economics and politics.
NEW higher discounts for multiple bookings - bring your colleagues to make your training budget go further:
- 30% off the 2nd delegate*
- 40% off the 3rd delegate*
- 50% off the 4th delegate*
Please contact us for pricing if you are interested in booking 5 or more delegates
8 July 2025
Live online
10:00-13:00 UK (London) (UTC+01)
11:00-14:00 Paris (UTC+02)
05:00-08:00 New York (UTC-04)
Course code 15656
- GBP 299 349
- EUR 419 489
- USD 481 559
Until 03 Jun
- 3 hours of live online training
- Browser-based, no download usually required
- See presenters and interact with fellow attendees
- Download documentation and certification of completion
- Fair transfer and cancellation policy
Not ready to book yet?
for 7 days, no obligation
4 November 2025
Live online
10:00-13:00 UK (London) (UTC+00)
11:00-14:00 Paris (UTC+01)
05:00-08:00 New York (UTC-05)
Course code 15657
- GBP 299 349
- EUR 419 489
- USD 481 559
Until 30 Sep
- 3 hours of live online training
- Browser-based, no download usually required
- See presenters and interact with fellow attendees
- Download documentation and certification of completion
- Fair transfer and cancellation policy
Not ready to book yet?
for 7 days, no obligation
4 March 2026
Live online
10:00-13:00 UK (London) (UTC+00)
11:00-14:00 Paris (UTC+01)
05:00-08:00 New York (UTC-05)
Course code 15658
- GBP 299 349
- EUR 419 489
- USD 481 559
Until 28 Jan
- 3 hours of live online training
- Browser-based, no download usually required
- See presenters and interact with fellow attendees
- Download documentation and certification of completion
- Fair transfer and cancellation policy
Not ready to book yet?
for 7 days, no obligation
* Early booking discounts may not be combined with other discounts or offers. As such, the discounts for 2nd/3rd/4th delegates are based on the full price; and apply only when booking multiple delegates on the same date.
Run What Do Journalists Want? Cultivating Public Relationships (PR) in the Life Sciences Live online for your team
Pricing from:
- GBP 275
- Per attendee, based on 10 attendees
- Course tailored to your requirements
- At your choice of location, or online
We can customise this course to your requirements and deliver it on an in-house basis for any number of your staff or colleagues.
Contact our in-house training experts Aleksandra Beer and Yesim Nurko to discuss your requirements:
