At Sherlock, we believe in sharing our knowledge with local businesses, that’s why we have launched a series of quarterly workshops to be held at the Ardington Hotel, Worthing, West Sussex. Hosted by various experts who have been there, seen it and
done it in their relevant industries, these intimate half-day ‘Sherlock Investigates…’ workshops will empower attendees to go away with further knowledge on how to get the most out of their PR & marketing budgets.
Training Days
Responding to
breaking news…
Date: 23rd May 2013
Venue: Ardington Hotel, Worthing
Host: Craig Peters, Sherlock PR
No one can control or predict the news agenda. That’s why it’s so important to really understand what material journalists want and when they need it by. Having secured four front page national stories for clients there is probably no one better placed to discuss this than one of Sherlock’s own media hounds, Craig Peters. Craig will look at how to stay on top of the current news agenda; how to write and structure copy in response to breaking news; how to make the lives of journalists easier; and importantly, how to secure hard hitting, impactful media coverage for your business.
Special introductory price at just £100+VAT
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How to draft stand-out
press releases
Date: 26th July 2013
Venue: Ardington Hotel, Worthing
Host: Craig Peters
Not all of your press releases will get used. So what’s the problem? Why aren’t some (or maybe most) of your press releases not getting picked up? Ask yourself; do you care about the quantity of the journalists picking up your releases or the quality of the coverage? At this workshop you will learn how to improve your press releases and secure coverage in the right publications. We will look at understanding what the journalist and his/her readers want; focussing on the news angle (is it really news?); how to express and communicate your messages; and the fine-line between selling and over-selling.
Cost: £200+VAT
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What editors
want…
Date: 19th September 2013
Venue: Ardington Hotel, Worthing
Host: Catherine Quinn
This workshop will look at the perspective of the journalist and how they work with PRs to gain maximum press exposure. Previous workshops have looked at the content from the PR point of view and now, we hear what the media wants straight from the horses’ mouth. Catherine Quinn is a freelance journalist who has written for the national press, for over 12 years. She writes for The Guardian, The Times, The Mirror, The Sun, and a great many magazines. She is also the author of bestselling journalism guide ‘No Contacts? No Problem!’
Cost: £200+VAT
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Web content
strategies
Date: October 25th 2013
Venue: Ardington Hotel, Worthing
Host: Graham Phillips
Web content strategy is one of the hottest topics in the digital world. But what does it mean – and why does it matter in the world of business? This half-day workshop will explain all and show you how to develop a robust content strategy for any organisation. Drawing on the latest thinking on content strategy from all over the world, the workshop will cover how content strategy supports business and communication goals; how to cater for mobile and multi-devices; what a content strategy will look like and how to measure its success.
Cost: £200+VAT
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Social media
nuts ‘n’ bolts
Date: 22nd November 2013
Venue: Ardington Hotel, Worthing
Host: Graham Phillips
Everyone is now well aware that social media sites such as Facebook, Twitter, YouTube and LinkedIn can be immensely powerful tools to promote businesses. But do you really understand what you need to do to promote your business via these channels? This workshop will cover the very basic steps to getting your business started on social media platforms and teach you how to start generating new sales leads and building your customer base. We will also explore how to track the number of leads or sales you get from social media as well as in-depth practical guides to the most popular social media sites.
Cost: £200+VAT
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Crisis communications management
Date: December 13th 2013
Venue: Ardington Hotel, Worthing followed by Christmas lunch
Host: Craig Peters
A clients reputation is not necessarily damaged by a crisis itself, what is damaging is if its communications is handled badly. Take Findus for example and the horsemeat scandal; it took them almost 24hrs to release a statement after traces of horsemeat was found in its lasagnes. In contrast, the likes of Tesco and Waitrose were applauded for writing an immediate open letter of apology. Most companies will be faced with a crisis or business threatening event at some point. This workshop will look at the rules and systems for handling stakeholder and media relations during and after a crisis.
Cost: £200+VAT
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