Writing Effective Press Releases

Summary:

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.

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
Important 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.

About the trainer

nn has more than 25 years’ experience working with the media – from both
sides of the fence. She co-founded Rough House Media which equips clients
with confidence in how they manage the media, providing training courses,
strategic advice and video production.

Ann draws on her experience as a print journalist and TV producer working
on high profile and prestigious BBC programmes to create effective strategies and courses which raise her clients’ profile and influence.

Ann spent a decade as a newspaper reporter before moving into television,
where as a producer she has worked on news, current affairs and consumer
investigations, documentaries and live events, for the BBC and Channel 4.

Her TV credits include two royal weddings, the Reburial of Richard III, Nelson
Mandela’s Funeral, Remembrance Sunday, and the BBCs Consumer Unit,
which makes such programmes as Watchdog.

Have a look at Ann’s latest blog on writing press releases here.