NEXT [Lunch and Learn]: Inside the Newsroom: A Practical PR Session for Founders

​What journalists actually want - and how to give it to them

​Most founders put PR in the "later" pile. The problem is that the moments that build real credibility - with investors, customers, and potential employees - don't wait around.

​Join Greg Kirby, former Daily Mail journalist and founder of Signala, for a practical session unpacking the fundamentals of founder-led PR. You'll work through real material together and walk away knowing exactly where to start.

​This session is for founders who:

• ​Know they should be doing PR but aren't sure where to begin

• ​Have had a go at writing pitches and found the results underwhelming

• ​Want to understand what actually gets a journalist's attention

• ​Are open to a structured approach to building press coverage over time

• ​Are weighing up whether to hire a PR agency - or have used one before and walked away underwhelmed

​We'll cover:

• ​What PR actually is, how it differs from marketing, and who you're really trying to reach - investors, customers, or potential employees

• ​What makes a story newsworthy - we'll apply a practical framework to real published articles from TechCrunch, AFR, and Forbes and work out why each one got covered

• ​What separates a pitch that gets opened from one that gets deleted - we'll pull apart real examples together, then you'll put your eye to the test in a live group activity

• ​How to find the right journalists for your company, get on their radar, and start building relationships that pay off over time - no expensive databases required

​You'll leave with a clear sense of what makes stories publishable, the ability to spot a strong pitch from a weak one, and a practical method for identifying and approaching the right journalists for your company.

​🗓 Wednesday 1 April · 12pm–1pm · Online

​Want to go deeper?

​Greg is developing a hands-on workshop series that goes deep on each of these topics, one session at a time. Register your interest before you leave and we'll be in touch about the first cohort.

​About Greg

​Greg Kirby trained as a journalist at PA Media in London before covering stories across The Telegraph, SWNS News Wire, and the Daily Mail - from Boris Johnson's political controversies to major disputes involving Spotify, Ring Doorbell, and British Airways. Having worked across nearly every journalism role - from regional reporter and foreign correspondent to news editor - he knows what editors and journalists actually want, and how to give it to them. That insider perspective is what he brings to founders.

​He now splits his time between running PR workshops for founders and building Signala.

​About Signala

​Signala is a PR intelligence platform built for startups. It monitors the news landscape, identifies the right journalists, and helps founders know when to pitch, what to say, and who to say it to - without needing expensive agencies or large in-house teams. AI makes that kind of intelligence accessible to early-stage teams for the first time.

​Currently in development and actively seeking early access founders. Find out more at signala.ai or email [email protected]

​Share your questions before the session

​As part of the CDH Founder Community, drop your specific PR challenges in Slack before the session. Greg will address real questions from real founders - no generic advice. Not in Slack yet? Join here.

​What is NEXT [Lunch & Learn]?

​NEXT [Lunch & Learn] is a fortnightly virtual series designed exclusively for the CDH [NEXT] Founder Community. Each session brings accessible, founder-focused education on the topics that matter most when scaling - from VC Deck Breakdowns to tactical workshops and peer-led learning. 60 minutes of insights, Q&A, and community connection.

​About the CDH [NEXT] Founder Community

​The CDH [NEXT] Founder Community connects founders, investors, and mentors across Victoria's innovation ecosystem. Through exclusive events, peer learning, and access to funding opportunities, we're here to help startups navigate the challenges of scaling. Whether you're pre-seed or Series B, this is your support network for growing faster, smarter, and together.

​Not a member yet? Apply to join the CDH Community here.