Lorraine Forrest-Turner

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.


How do I book?

Fill in this form, send me an email or call me on 01628 481947.

Lorraine is a trainer for the PRCA
Lorraine is a trainer for the PRCA
Lorraine is a member of the Professional Copywriters' Network
Lorraine is a trainer for Big Fish Training