Course Details

Writing for communications

Press release writing



Course venue

ISOC London
13 Grosvenor Place | Floor 3

Course dates

Venue Location

GBP 495

per individual
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  • A one-day training course covering news judgment, language, structure and distribution of press releases

    Course outline

    Write news releases that stand out and get published

    This course combines three key competencies: language and technical writing skills, news judgment, and tailoring news writing for the online space.

    Through practical workshops and expert coaching, you will learn to write powerful press releases that drive mainstream media coverage and also shape reputation in digital media.

    Who should attend

    This is a universal course designed for learners at different levels and in a range of roles. Learning is pitched at a core level, designed to help you analyse core concepts and execute universal skills.

    This course is recommended for anyone who is involved in writing, editing, commissioning or approving news releases.


    This course covers the following modules:

    • Press release essentials
    • Press release presentation: structure and format
    • Press release content: news, language and colour
    • Press releases online: search and social media impact


    The topics covered by each module are detailed below.

    About this course

    What to expect

    This course is popular for its hands-on format, revolving around a variety of fun and fast-paced writing exercises.

    Expect to spend a lot of your day writing, not listening.

    You will also receive personal coaching on your writing style – and feel free to bring along any press releases or other texts that you are working on, if you would like in-depth feedback and guidance.

    Training format

    This course comprises four modules each covering a set of key concepts and skills.

    Within each module, best practice and key concepts are covered off in a concise briefing, followed by stimulating learning activities like workshops, discussions, case studies and role-play exercises.


    Looking for more? You can also take this course as part of a multi-day programme:

    Learning outcomes

    After this course, you will be able to write well-judged and composed press releases that secure excellent coverage of your news and your organisation.  You will be able to:

    • Understand how journalists use press releases, what they want and need from them
    • Plan a press release that will grasp journalists’ attention from the start
    • Format and structure your press release correctly with all of the essential elements
    • Spice up your press releases with news value, powerful language and memorable colour
    • Write and distribute press releases that make an impact online as well as with the news media

    Press release essentials

    This module covers the core principles of writing effective press releases.

    • Understanding the audience: media and online readership
    • Workshop: press release writing
    • Practical press office planning including reputational risk assessment
    • Success factors in press office planning
    • A media perspective: hear direct from journalists what they want from press releases and how they use them
    • Avoiding press release spam: when to use and when not to use

    Press release presentation: structure and format

    This module covers the essential ingredients of content and presentation.

    • Press release elements (datelines, notes to editors, boilerplate etc.)
    • Best practice in format, layout and presentation
    • Headline writing: how to write headlines that grab attention
    • Lead-writing: how to write introductions that inspire readers to read on
    • Organising information for effective structure and natural flow

    Press release content: news, language and colour

    This module covers how to develop news angles using focused and powerful language.

    • Crafting news angles for press releases
    • Workshop: re-angling and targeting news releases
    • Powerful language for press releases: meaning, context and colour
    • Quotations: personality, emphasis and colour
    • Quote-writing workshop
    • Press release distribution and follow-up

    Press releases online: search and social media impact

    This module covers how to write and distribute press releases that make an impact online as well as in the traditional news media.

    • Keyword optimisation for press releases
    • Social media news releases
    • Integrating multimedia content

    Course format


    This course is heavy on reality and light on theory. Your trainer will introduce the concepts clearly, then focus on real-world skills that connect the big picture to your job. Courses are updated regularly and trainers are active in the industry so your knowledge will be fresh and relevant.


    Training consists of concise briefings on best practice, backed up by interactive learning activities like workshops, role-plays, case study analysis, coaching, brainstorms and structured group discussions. You will not sit passively through long lectures.


    This course is interesting, intellectually stimulating and delivered in a relaxed and professional style.


    All ISOC trainers are hands-on communication professionals with at least 15 years of experience. We don’t employ academic teachers – we insist on good-humoured enthusiasts who will inspire your creativity.


    This course is delivered in an executive boardroom format, not classroom-style, and in a small group no larger than eight people. You will get personal attention for the issues that matter to you. It’s also a great chance to network and share experience.

    Quality assurance

    About ISOC

    We have headquarters in London and a training centre in Dubai. We train communicators at all levels, from press officers to prime ministers. ISOC is owned and managed by Pinnacle International, the world’s largest specialist communications and PR training company. As well as public courses, we provide private and customised programmes including media interview training, presentation training, and multi-year multi-competency postgraduate programmes.

    Accredited by Edexcel

    Edexcel is the world’s largest provider of accredited qualifications and one of the UK’s largest examination boards. It is owned by Pearson, the world’s largest education company. Edexcel awards two million qualifications every year around the world and has 5,500 education partners in 110 countries.

    ISOC is an accredited Edexcel Centre (#90817). Edexcel has audited ISOC’s systems for the design, delivery and management of training and inspects us regularly to assure quality control of all aspects of training and assessment.

    The British Accreditation Council

    ISOC is also accredited by the British Accreditation Council, a UK Government-mandated training standards body. The BAC conducts annual quality assurance inspections and audits.

User reviews 5 users commented so far Add your review

Joe Touriello says:
Excellent course, I liked the practical examples/exercises.
Joe rated the course
Marwa Shehata says:
The trainer Rebecca Hill was amazing, professional and excellent.
Marwa rated the course
K Jacques says:
The course covered all aspects of press release writing. I have lots of ideas to take back to the office!
K rated the course
Anonymous says:
Outstanding trainer! Frances Barton is highly experienced. Very beneficial instructions and information was shared.
In terms of venue, two thumbs up!
Anonymous rated the course
Shaima Salem Al Jaberi says:
The trainer is well informed, very structured, systematic, open to over opinions. enjoyed a lot the training.
Shaima rated the course
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