Writing Effective Press Releases

Introductory

Summary
Put aside what you’re doing now and take a fresh view at press releases. Compare what you’re writing with what the media is looking for. Write more newsworthy headlines and opening paragraphs. Replace clichéd quotes with valuable commentary. And be more successful at getting your stories published.
Whether you’ve been writing press releases for months, years or decades, you’ve probably been pressurised into sending out a story you suspect isn’t newsworthy. You might also have written umpteen “We’re delighted…” quotes and been guilty of calling something “innovative”, “pioneering” or “iconic” when it was simply mediocre.

This practical workshop reconsiders your current approach to press releases, helps you find more newsworthy angles to less newsworthy stories and avoid the type of language that leaves the media confused, bored or irritated.

Trainer: Ann Wright

How attendees will benefit
You’ll discover why the media aren’t running your stories and what you need to do to get their interest.
You’ll tighten up those headlines, sharpen up those opening paragraphs and write quotes journalists want to use.
And you’ll learn how to persuade clients and colleagues to provide you with newsworthy material in the first place.

Who should attend
This course is perfect for anyone looking to improve or refresh their press release writing skills.

What attendees will learn
How to find newsworthy angles to less newsworthy stories
How to structure your release around the ‘who, what, where, when, why and how’ questions
How to write a headline and opening paragraph the media want you to write
How to avoid clichés and write quotes like a journalist

Delegate instructions
To get the most from this workshop, please bring a few examples of previous successful and not-so-successful releases PLUS at least one idea for a new release to work on during the session.