Writing Press Releases

Duration: 1 Day


This course will enable those attending to sharpen their press release writing techniques and raise the profile of their organisations in the media. It includes a thorough exploration of what journalists are looking for in a press release and practical guidance on choosing the right angle and structure to ensure that press releases are read – and used.


Previous experience of writing press releases is not essential. The course is designed to give delegates confidence in their ability to pitch a story or a message to their target media and to help them build on their writing skills.

Course includes

A comprehensive set of reference notes covering course topics, follow-up telephone support and, for training on Transmedia premises, lunch and refreshments.

Course outline

Understanding Your Target Media

  • Editorial structures: who to target with your press releases
  • Identifying your target media and building a database of key journalists
  • How journalists work: an insight into the search for ideas and stories
  • What journalists want from a press release: how to catch their eye with key words and phrases
  • Coming up with the best angles for your readership

The Idea Behind the Press Release

  • Getting the timing right
  • Being sure of your message and what you want to achieve
  • Beyond the story: using a press release to raise profile and develop media contacts
  • Planning what you will say and gathering supporting facts, quotes and content

Writing the Press Release

  • Getting the structure right and including the essential elements
  • Great subject lines and headlines
  • The inverted news pyramid
  • The importance of the lead paragraph

Adding Value

  • Crafting newsworthy hooks
  • Anticipating journalists’ questions
  • Incorporating vital detail, facts and figures
  • Supplementary information: how great graphics and images can help grab journalists’ attention

Managing Progress

  • Strategies for distributing press releases
  • Using online distribution services
  • How to follow the progress of a press release: the dos and don’ts of chasing journalists for a response
  • Using the press release cycle to build good working relationships with your target media

Horses for Courses

  • Understanding how exclusives work
  • Working with individual journalists ahead of press release distribution
  • Networking at press conferences

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Course Dates

London CentralLondon GreenwichBristol

The new course schedule is currently being updated and will be ready shortly. Please phone us on 0208 269 4260 or email us for the latest dates.

All our courses run in London and Bristol, or can be tailored to requirements at your own offices. For alternative dates, please email or call us on 0208 269 4260
All prices are per person and are subject to VAT
15% discount for groups of four delegates.
10% discount for groups of three delegates.
(This offer applies for delegates on the same public scheduled course on the same date.)

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