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 (London) | One day | £675 +VAT
  • Face to face (Dubai) | One day | Media One Hotel | $795 +VAT
  • Live online (Zoom) | Two half-days | 10:00-14:00 London time | $795

Also available on request in US / Asia timezones.

This course runs in English. It is also available on request in Polish.

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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Meet your trainers

Following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online. 

Trainer profile: Izabela Hamilton

Izabela is a communications specialist and certified executive coach with more than 15 years' international experience in Europe, the United States and the Middle East. She managed the communications functions for prominent international brands including Jumeirah Group's flagship Burj Al Arab hotel, market intelligence group Euromonitor International, Incisive Media and Business Monitor International. Izabela's responsibilities and expertise include internal and external communication, crisis, events, media relations and coaching for public speaking. She delivers career and communication coaching for individuals and organisations of all sizes. She trains on many topics including soft skills, executive presence, communication strategy and reputation management.

Trainer profile: Felice Hawley

Felice is a versatile editor, writer and broadcaster with in-depth experience of economic and business news. During a 16-year career at CNN, she helped create and then produce the award-winning live business programme “World Business Today”. Moving to text, Felice became Managing Editor of Hoover’s Online Europe, responsible for a team of journalists. She later went on to launch several websites, intranets, extranets and microsites. She writes, edits and manages content for organisations including Transport for London and the NHS. Felice consulted on web and print materials ahead of the 2012 Olympic and Paralympic Games in London.

Trainer profile: Frances Barton

Frances is a communications specialist with more than 26 years’ experience in broadcast and print journalism, as well as public relations. Frances began her communications career by training in-house at BBC Northern Ireland. She later worked as a news editor and presenter for the BBC and also for Dubai Television and Radio. Frances served as editor-in-chief for a high-end lifestyle magazine and has also contributed articles to national newspapers in the UK and other countries. As a communications and PR professional, Frances specialises in media relations, employee engagement and crisis communications. Her clients have included major organisations such as Emirates Airline & Group, Dubai Airports, Dubai Airshow, American University of Sharjah and Dubai Tourism. 

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.