Press Release Writing

A practical and hands-on course that focuses on improving your press release writing skills. The course will cover writing skills, understanding the media, how to create excellent contacts with the media, getting the structure and balance of information right within a press release and how to make your press releases stand out from others. The course is informative, engaging and dynamic in its delivery of up-to-date information.

Delegates will be provided with a range of examples of effective press releases as well as examples of poor ones. The best way to learn will be to apply the skills you have been trained on – so you will be given the opportunity to get in lots of practice of writing press releases. Delegates will be taught the fundamentals of press release writing including the 5 W's of Who, Why, Where, What and When.

The course is suitable for anyone who is working in PR, communications, marketing, or is seeking employment within the industry and needs to either learn the fundamentals or wishes to refresh their skills. The course is also suitable for those running their own business, for those generating press releases on behalf of an employer or on behalf of a client and need to generate effective press releases to maximise media attention.

Morning: 10am — 1pm

• How the media operates
• Creating and building your media contact list
• The various technologies that the media use
• Building a network of solid contacts
• Understanding the various types of print and online publications and media
• How to target your press release to various publications
• What the press look for in a press release and how to stand out from the crowd
• Delivery methods of the press release – acceptable and effective methods of delivery
• Digital press releases verses traditional press releases
• Distribution of press releases – using media agencies

• The main elements of the press release – the building blocks
• The overall standard structure of a press release
• Getting the headline right – how to make it noticeable and retain credibility
• The importance of the lead paragraph
• Writing the main body of the press release
• Ensuring that content is factual, relevant and accurate
• The importance of correct grammar
• Getting the tone and balance of information right
• The effective use of imagery within press releases – the do's and don'ts

Afternoon: 2pm — 5pm

• Looking at examples of press releases – the good and the bad
• Practicing writing press releases – set exercises covering a range of topics
• Feedback from the trainer on the set exercises

• Writing persuasive and compelling press releases
• How to make your press release newsworthy
• How to make your press release stand out to the press
• Writing attention grabbing headlines
• The effective use of images
• Getting the timing right

• Writing press releases that appeal to target audiences
• Understanding how to adjust the press release depending on who the audience are
• A practical exercise is set to see how your skills have developed
• Feedback on the set exercise
• Q & A

Marianne Gray – Trainer in Press Release Writing and Business Writing

Marianne Gray is a freelance journalist based in London. She writes interviews and features for British and international publications. She trained as a reporter on newspapers in South Africa, has edited The Athens News, worked in syndication for magazine group Media 24, broadcast on both radio and television and written several books, including biographies of French actors Gérard Depardieu and Jeanne Moreau (Little, Brown) and self-employment handbooks Working from Home and The Freelance Alternative (Piatkus).

Marianne teaches the popular Business Writing at London School of Public Relations and London School of Publishing, and Criticism at visiting summer schools of American universities in Europe. She is the former president of the British Critics¹ Circle, a member of Fipresci, The Society of Authors and PEN. Her PR Company MGPR has selected clients and she is Marketing and PR director of PechamPlex, a multiplex cinema in London SEIS.

"My approach to writing is gut-level and I like to cut to the chase and put the reader in the general picture. Writing should be about presenting facts so that the reader can get a balanced enough impression to form their own considered opinion."

DISCOUNTS:

• GROUP BOOKING - 20% off group booking for 3 or more people* from the same organisation.

Code: Group20%

• ALUMNI LOYALTY SCHEME - 20% off any course fee*.

Code: Alumni20%

• 2 FOR 1 - bring a colleague, friend or family member for free* on the same course

Code: 2for1

• FREELANCERS AND CHARITIES - 15% off any course fee*.

Code: FCH15%

* The offers are subject to availability and cannot be used in conjunction with any other offer. Terms and conditions apply.