• Gina Hollands

  Gina Hollands is a CIPR chartered PR professional with over 20 years’ industry experience. With a background in senior roles in PR agencies, Gina founded charity specialists Hollands Associates to support organisations through peace time and crises. Her work is driven by creativity and integrity — and a belief that well-told stories can build trust, shift perceptions and drive real change.

• Recognising the difference between organisational priorities and news value
• How journalists decide what to cover

• Knowing when a press release is (and isn’t) the right approach
• Compelling headlines and first paragraphs

• Finding and building the right media contact list
• The first approach and how to not be ignored

• Hooks and legs
• Story mining

• Crafting an irresistible pitch
• Should I follow up or am I being pushy?

• Real examples of successful charity media coverage
• Lessons learned from wins and misses

• Measuring media reach and impact
• Demonstrating value beyond “column inches”

• Collating and storing assets
• What’s My Line book

• Strategies to keep going after rejection or no response
• Tools and templates to save time and stay organised

• Mitigating the risks of generating bad publicity
• Handling inaccurate coverage or negative press

• Media lead times
• Key trading periods and annual events

• Current trends
• Tips and tricks for getting featured immediately

When will I receive course materials and Zoom link to access the course?

After booking you will receive the following correspondence:

1 week before the course – an e-mail with your joining information, this includes the course programme and any other relevant materials.

1 day before the course – an e-mail with your final information, this includes the Zoom link, course programme any other relevant materials.

When will I be invoiced for my booking?

Invoices are manually processed so this will be sent to you by our events team shortly after your booking.

Will presentation slides be provided?

Presentations are provided in advance for the majority of our courses but this can vary and is down to the course leader’s discretion.

Will the sessions be recorded?

We do not record our courses as we feel this gives delegates the opportunity to have more open discussions and freely ask questions around the running of their charities.

Will I get a reminder prior to my course?

Yes, you will get e-mails one week and one day before your course with all of the information you need. You won’t receive a calendar invite so do make sure you put the date in your diary.

What if I can no longer attend the course?

Up to and including 14 days prior to the event, a refund (less a 15% administration fee), a substitution of a colleague, or one complimentary transfer to another training date can be issued. Only one complimentary transfer can be issued, no refund will be issued for a cancelled transfer. Once a transfer has been processed, refund for the original booking will not be issued. Refunds or transfers are not available less than 14 days before the event date. Confirmation of cancellations MUST be in writing and sent to [email protected]

For any other queries, please get in touch at [email protected].

Substitution and cancellation policy: On receipt of your booking form, your place is confirmed. Delegate substitutions are allowed. Up to and including 14 days prior to the event, a refund (less a 15% administration fee), or one complimentary transfer to another training date can be issued. Only one complimentary transfer can be issued, no refund will be issued for a cancelled transfer.  Once a transfer has been processed, refund for the original booking will not be issued. Refunds or transfers are not available less than 14 days before the event date. Confirmation of cancellations MUST be in writing and sent or faxed to Civil Society Media at 15 Prescott Place, London, SW4 6BS 020 7819 1200 (fax: 020 7819 1210).