Many organisations today are designing and deploying smart and imaginative public relations programmes that take full advantage of the prevailing news agenda to raise their own profile and demonstrate the expertise of their spokespeople. This course will reveal how to identify and predict the forthcoming news agenda, how to leverage existing news stories for your own benefit, how to draft and sell-in newsworthy viewpoints that generate coverage quickly, and how to extend the lifetime of a story through placed articles, roundtable debates and seminars.