Press Release Writing

This press release writing course covers how to draft and edit effectively when announcing news to the media. You will learn to write powerful press releases that drive mainstream media coverage and also shape reputation in digital media. Topics include all of the essentials of good press release writing, from news angles to structure, language and distribution.  

This course is available both live online and face-to-face.

  • Face to face (Dubai) | One full day | Media One Hotel | $695 +VAT
  • Live online (Zoom) | Two half-days | 10:00-14:00 London time | $695

Also available on request in US / Asia timezones

Course outline

Press release essentials

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

  • Understanding the audience: media and online readership
  • 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

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

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
  • Press release distribution and follow-up

Distributing and pitching press releases

In this final module, participants will put the finishing touches on their press releases and learn how to get it published by the media.

  • Press release distribution and follow-up
  • Using social media to generate publicity for a press release
  • Integrating multi-media content
  • Pitching a press release to the media
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What you will learn

After this course you will be able to:

  • Write well-judged and properly composed press releases that secure excellent coverage of your news and your organisation.
  • 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

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.