COP26: How to land your charity’s climate story in the media

28 Sep

Tuesday 28 September 2021 11:00 - 12:00

Media Trust x Edelman Masterclass COP26 – How to land your charity's climate story in the media

About this event

In this session, you’ll learn some of the key media pitching tactics that you can apply to effectively sell your climate story to the media and reach your target audiences.

We’ll share insights from Edelman’s sustainability PR experts on the current media landscape, as well as techniques for engaging journalists with environmental topics ahead of, during and after the UK’s hosting of the COP26 UN Climate Conference.

Attendees will take away tangible learnings and result-driven strategies to apply within their own organisations.

This masterclass will be an opportunity to learn and explore these themes first-hand along with the following topics:

  • The media landscape in 2021
  • Finding environmental stories that land
  • Pitching tips for COP26 and other media moments
  • How to measure media success

Your Trainers

Eleanor Best, Director, Edelman

Eleanor joined Edelman’s Technology practice in early 2014, where she leads the team’s work across cleantech and sustainability, with particular experience in clean energy, e-mobility, sustainable packaging and tech philanthropy. She has worked with a range of clients including Ørsted, National Grid, ABB, Good Energy, Carbon Trust, Vodafone Foundation, the Rockefeller Foundation and Hitachi.

Her work for start-ups and global brands alike includes integrated creative campaigns, positioning and narrative, and communications and media strategy; always bringing the best of Edelman’s toolbox to bear.

Prior to joining Edelman she worked for more than 3 years as a journalist at infrastructure title Inspiratia, specialising in renewable energy finance and policy. She also has experience working in Parliament for Guy Opperman MP.

Gemma Young, Senior Media Strategist, Technoloy

Gemma joined the tech team in January 2021 and brings over 16 years PR experience to her role as Senior Media Strategist.

With a background in media relations, she has worked across a whole range of B2B and B2C accounts and offers strategic media counsel and senior level support across the tech portfolio.

Her passion for all things media and her little black book of contacts, stems from her beginnings working for a payment-by-results consumer PR agency. Here she learnt the valuable art of storytelling and she has since gone on to hone a particular skill for landing top level broadcast and national feature placements, as well as senior level exec profile and thought leadership development. Her particularly strength lies in spotting and crafting a story that results in tier 1 media coverage.

Attendance Eligibility

This session is aimed at climate and environmental charities, as well as charities working intersectionally on the environment and other issues. The course assumes some prior knowledge or experience in media pitching in the context of the charity sector.


Beginner to Intermediate – this masterclass is designed for charity professionals who work in communications and have experience in media relations.

Book your place

To secure your place on this course, register today via our Eventbrite page.


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