Two of Archant Norfolk's top business boffins have been revealing the dos and don'ts of dealing with the media at a special master class for local firms.

Norwich Evening News business reporter Naomi Canton and marketing manager Charlie Papworth explained the best ways for small businesses to gain column inches.

While Charlie presented an overview of Archant Norfolk titles and the different media marketing options available to local traders, Naomi explained how to deal with journalists and how the media treats press releases.

The duo worked together to publicise the events in the Evening News and on the website, decide on different topics for each week and find guest speakers to lead the events.

Naomi, an Oxford graduate with five years experience in journalism, was shortlisted as Business Journalist of the Year in both the EDF Energy East of England Media Awards 2006 and last year’s Press Gazette awards.

She said: "I talked about what journalists look for in a story, and the different ways of contacting the press; by e-mail, phone, writing, and the pluses and minuses of each.

"I explained how to get an angle on a story, especially a human interest angle, that the press will be interested in. A lot of the time businesses send through press releases about having a new logo or a new staff appointment, but that's not a story for us. I explained the process of how story ideas are pitched and then decided on in conference."

The free event was part of a ten-week course organised by business advisors Banham Graham in conjunction with the Evening News.

The series covers a range of essential business skills, such as networking, developing a brand proposition, enhancing profits, and improving negotiating skills.