Writing effective press releases
This practical writing press releases training course takes you through every step of the press release process from analysing the publications you want to target, determining what stories they are interested in, finding a suitable angle for your story and writing it up in a way that will appeal to the media.
How will I benefit?
You’ll learn what news is, and isn’t, and why the media reject so many press releases. You’ll come up with ideas for stories that the media want to run. You’ll write headlines that grab the media’s attention for the right reasons. You’ll understand the importance of answering the ‘who, what, where, when, why and how’ questions. You’ll write opening paragraphs that make it clear from the start what the story is about, quotes that journalists can believe in, and use a style and format recognised and approved by the media the world over.
What will I learn?
What journalists/editors want and don’t want
What makes a story newsworthy
The difference between true news and PR puff
The basic requirements of every press release
How to answer the ‘who, what, where, when, why and how’ questions
The importance of headlines and the first paragraphs
How to find ideas for stories when there is nothing new to say
How to use the Inverted Pyramid to structure press releases
The difference between press release copy and advertising/sales copy
How to write quotes that journalists want to use
What a boiler plate is and how to write one
When and how to write a holding statement
How to get your story out to the media
The importance of and excellent grammar and spelling
Who should attend?
This course is perfect for anyone new to writing for the media or looking to improve their press release writing skills.
What else do I need to know?
You’ll be working right from the start, analysing newspapers and magazines, and pitching ideas for stories. You’ll do lots of writing and rewriting, and you’ll give and receive feedback so you can improve further. You’ll be given story scenarios on the day but it is a good idea to bring one or two specific ideas of your own too. You can also bring a laptop if you prefer not to write with good old fashioned pen and paper.