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Writing Press Releases

Publicity is one of the most cost effective marketing tools available. It increases customer awareness of your company or organisation, builds credibility and raises profile - all at no cost. You will learn what makes a newsworthy story and how to write professional press releases that media organisations will want to use.

Who should attend

This course is designed for those new to press or PR who wish to increase the amount and quality of press and publicity their organisation receives.

Key Topics

• The relationship between press and PR
• What makes stories newsworthy
• Writing a press release
• Targeting your press release
• Gaining media coverage
• Building press contacts

Course Content

How the press works and why they need PR • The structure of modern media • How the press works • PR vs advertising • What are the advantages of PR? • Examples of effective press releases • Understanding common media terminology What is the press looking for? • What makes a story newsworthy? • Which publications to target and when to target them • Paper press releases and digital press releases Writing press releases • Following a standard press release outline • Getting the timing right • Writing a good lead paragraph • Writing the body of a press release • The recap • Structuring a press release to make information easily accessible • Understanding your target audience • Tailoring your press release to your audience Content • Selecting newsworthy information • Writing attention-grabbing headlines • Presenting facts • Adding a human interest element • How to dilute negative information • Using photographs effectively What makes a successful press release? • Ten tips to increase media coverage • The press release checklist Building press contacts • The importance of one-to-one relationships • Useful resources