Learn to shine
Understanding how the media works — in Hong Kong, Asia and globally — is crucial for both journalists and PR professionals. Shining a light on the industry, Perfect Ink Media founder Paul Kay has created a pair of training courses packed with indispensable insights and practical tips for excelling on both sides of the line.
Drawing on almost 20 years of personal experience as an editor and journalist in Hong Kong and the UK, as well as input from dozens of media professionals from Hong Kong and beyond, Paul reveals the skills, techniques and insider knowledge necessary to succeed as a writer, editor or PR professional.
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Course 1 > What Do Editors Want?
Launched in March 2014 and continually updated to reflect the ever-evolving media landscape, ‘What Do Editors Want?’ is an intensive one-day course designed for PR professionals and anyone who interacts with the media on a regular basis. Ideally suited to account executives and managers, it’s the perfect introduction — or refresher — on how to communicate more effectively with media to build lasting relationships, maximise coverage and achieve impact.
Topics covered include:
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• What editors want: How to think like a journalist
• What makes a good story? The five elements that are at the heart of any successful pitch
• Who, when and where: Three questions that make all the difference when communicating with media
• Spotting trends, news hooks and other golden opportunities to stay ahead of the pack
• The art of the perfect press release
• The secrets of effective relationship-building
Open courses are held regularly in Hong Kong, while tailored in-house sessions can be arranged on demand. To find out more or make a booking, get in touch today
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Course 2 > The Essentials of Writing
Launched in May 2015, ‘The Essentials of Writing’ is a six-part course designed to give participants a solid grounding in the fundamental skills needed to communicate effectively in a variety of written forms. Aimed at budding journalists or anyone looking to improve their writing skills, the course comprises interactive teaching sessions supported by homework assignments and personalised feedback.
Sessions include:
• Get it, write: The keys to writing for different platforms and formats
• What makes a good story? The essential building blocks for creating engaging content
• Let’s be clear: Putting clarity and structure at the heart of your writing
• Digging for gold: Why research – and details – are crucial to making a story interesting and memorable
• All killer, no filler: The importance of being concise and editing your own work
• Tricks of the trade: Tips and techniques for capturing your readers' attention from the first line to the last
Open courses are held regularly in Hong Kong, while tailored in-house sessions can be arranged on demand. To find out more or make a booking, get in touch today
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By request > Media Training
Paul Kay is also available for media training, from tailor-made one-to-one sessions to larger corporate courses. To find out more or make a booking, get in touch today
