Media Training Press Release Writing

Who should attend: This course is not only for full-time press officers but for anyone who has to deal with the press. This includes executives at all levels who may be asked to take on responsibility for press relations in addition to their main business activity. So whether you work in the press office of a large organisation or you are the MD of a small company this course will teach you how to get your message across.

What will you gain from the course: How to write effective press releases and how to maximise their impact. The course will give delegates a better understanding of how the press works and tips on how to get your stories published. Using a lively mix of presentations, practical exercises, tutoring and discussion, delegates will come away with a range of tools to help them use the press more effectively.

The Background

What is a press release?
Why bother with a press release – why should the publication use your story?
Misconceptions about press releases – the reality of the newsroom.
When to send a press release – is it worth spending the time or are there other ways of getting your message across?
The five key ingredients of a story.
And five things that should always be in your release.

The do’s and don’ts

What makes good writing?
Ten tips for better writing.
Things to avoid – from jargon to information overload, how to steer clear of the most common mistakes.
How to get the reader’s attention.

The Press Release

What’s the story?
What’s the intro?
How to structure a release – intro, background, detail, context, look ahead.
Tell it like it is – keep it straight.
Length and style.
The importance of checking and checking again.

The delivery

What is your audience?
Who wants to know?
Where to send your release.
How to deliver your release.
Tools to help you get the release to the right person.

The Follow-up

“Don’t just sit there!”
“Selling-in” – what journalists are looking for.
Things that journalists hate.
The importance of making contacts.
After publication – next steps.

Course Length: One day.