PR 101 training sessions to help you build credibility from day one
PR 101 sessions are designed for founders and teams who want to understand how media and communications work, and to get it right before spending time or money in the wrong places.
As a regular PR mentor, Lawrence brings people up to speed quickly, cuts through confusion, and helps them take their first steps with confidence and intent. Early media coverage can signal to stakeholders, customers and investors that you’re ready for their support, making these sessions crucial for ambitious leaders.
These sessions provide participants with a working understanding of how journalists think, how stories are shaped, and what genuinely constitutes good PR. The focus is practical and fast-moving, with clear guidance on how to position a story, identify the right media targets, and engage responsibly without burning credibility.
Participants leave with a self-help PR toolkit they can use immediately. This includes frameworks for identifying newsworthy angles, building target media lists, approaching top-tier outlets, and managing inbound and outbound media conversations. The aim is to help organisations generate early traction through smart self-management rather than relying on external support.
PR 101 works as a standalone session for teams finding their feet, and as a seamless bolt-on to bespoke media training for those ready to go further. Either way, the outcome is the same. Clearer thinking, practical tools, and the confidence to engage with the media in a way that builds credibility from day one.
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What do our PR 101 sessions look like?
PR 101 sessions are designed to give founders and teams a clear, practical understanding of how PR works in the real world. The focus is on credibility, not noise. Participants learn how the media works, what journalists are really looking for, and how to shape stories that land with the audiences that matter. The session blends practical teaching with real-world examples, interactive exercises, and clear frameworks, so participants leave knowing how to identify newsworthy angles, target the right outlets, and engage confidently without burning bridges.
Crucially, PR 101 is built to empower self-management. Participants leave with a practical PR toolkit they can use immediately, including guidance on positioning, pitching, audience targeting, and early traction tactics. It is designed to help organisations move quickly from uncertainty to confidence, and to demonstrate to stakeholders, investors, and partners that their communications are disciplined, credible, and under control.
PR is usually reserved for companies in the maturing stage of their journey. Getting this step right early on can signal that you’re one step ahead to the people that count.
The session typically includes:
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The session begins with a clear framing of what PR is and what it is not, alongside personal introductions to understand each participant’s role, goals, and current level of experience. This sets context, surfaces assumptions early, and ensures the session is shaped around real needs rather than generic examples.
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Participants are given a practical understanding of what PR actually delivers when done well. This includes how PR builds credibility over time, how it supports commercial and reputational goals, and where it sits alongside marketing, sales, and investor communications. The focus is on realistic outcomes rather than hype.
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This section breaks down the different forms PR can take, from reactive commentary and proactive storytelling to thought leadership and profile building. Participants learn how journalists work, what they are looking for, and how to engage responsibly without damaging credibility or relationships.
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Impactful PR starts with understanding who you are speaking to. This section focuses on identifying target audiences, understanding their priorities, and shaping messages accordingly. Participants learn how to avoid generic messaging and communicate in a way that feels relevant, clear, and human.
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Designed specifically for busy founders and leaders, this section looks at how to prioritise PR activity without it becoming a distraction. It covers how credible media presence influences investor perception, stakeholder confidence, and long-term value, and how to use PR strategically rather than reactively.
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Participants leave with a practical, self-management PR toolkit they can use immediately. This includes frameworks for identifying newsworthy angles, building and prioritising media lists, structuring pitches, preparing for journalist conversations, and managing early coverage. The toolkit is designed to help teams move forward confidently on their own until they are ready for more advanced PR or media training.
Frequently Asked Questions
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PR 101 sessions are designed for founders, early-stage teams, and organisations that have not previously invested in PR or want to better understand how it works. They are particularly useful for people who want to get moving confidently without committing to ongoing agency support too early.
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Not at all! PR 101 is designed to give people clarity, confidence, and the ability to manage the basics themselves. For some, it will remain a standalone session. For others, it becomes the foundation before moving into bespoke media training or more advanced PR support.
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PR 101 sessions are typically delivered as a half-day workshop. They can be run in person or online, depending on preference and circumstance. The format is interactive and practical, designed to maintain momentum throughout.
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PR is often treated as something to worry about once a company has matured. In reality, getting the fundamentals right early signals credibility, discipline, and readiness to the people that matter, including investors, partners, and stakeholders. PR 101 helps teams build that foundation early, so when attention comes, they are prepared rather than reacting.
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PR 101 sessions are priced based on group size, delivery format, and any required tailoring. Following a brief scoping conversation, a clear price is agreed in advance to avoid surprises. The aim is to keep the session accessible while ensuring it delivers real value and practical outcomes.
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PR 101 sessions can be delivered online, but in-person delivery is recommended wherever possible. Being in the room allows for stronger discussion, better examples, and a more practical, immersive experience. In-person sessions can be delivered at your office or a suitable external venue. Any travel or accommodation costs will be agreed in advance and billed separately where applicable.