Introduction to PR

Course Topic: Effective Press Release Writing

1 Day

Course Overview:

This hands-on course gives delegate a better understanding of how the press works, and tips on how to get stories published. This will show you how to write press releases that have maximum impact. It is delivered from the perspective of a journalist receiving your release. This course is for anyone who may be asked to take on responsibility for press relations in addition to their main business activities.

Who the course for:

Not only intended for aspiring full-time press officers and PR executives but also for anyone who has to deal with the press and for those who may be asked to take on responsibility for press relations in addition to their main business activity.

Objectives & Outcomes

Some of the benefits students receive from taking this course are learning how to effectively format a press release, why 97% of press releases fail and how to increase profitability through well-written releases.

• Overview of the changing media landscape
• What is Press Release? What is PR?
• Structure – the intro and the inverted pyramid principle of news writing
• What is news? How to get journalists interested in your story – what they are looking for in a press release.
• Preparation – what you need to do before you start
• Selling in – some tips on dealing with journalists
• Tips on style, length and vocabulary
• Distribution – how to get your release to the right person

Digital Highlight

• Exploring the misconceptions, myths and mistakes surrounding press releases.

Course Content

Module 1:

What is a press release? What is PR? Some definitions

• Principles and theory of PR
• Why press releases are so popular
• Why writing a release should be the end and not the beginning of the PR process

Module 2:

The truth about press releases from journalists who read them

• What the journalist wants in a press release
• The problem of writing for multiple audiences
• Avoiding over-branding and excessive marketing-speak

Module 3:

Structure – the intro and the inverted pyramid principle of news writing

• What the press release is really trying to do
• Storytelling – the principles of good news writing
• Getting into the mind of the audience
• Delivering clear, readable copy in the right format

Module 4:

What is news? How to get journalists interested in your story – what they are looking for in a press release

• The difficulty of defining news
• The four ‘W’s checklist for press releases
• How topicality and drama can inject life into news
• How to make your news their news
• The difference between fact and comment

Module 5:

Preparation – what you need to do before you start

• Preparation and information gathering tips
• Making sure you get your facts right and why it’s important
• What’s your story – and is the press release the best way to deal with it

Module 6:

Selling in – some tips on dealing with journalists

• Journalists’ likes and dislikes when dealing with PR
• To sell in or not to sell in?
• Keeping to the point and targeting the right journalist
• Letting the journalist decide on newsworthiness

Module 7:

Tips on style, length and vocabulary

• What is an intro and why it’s important?
• Keeping it simple and avoiding jargon
• Layout and structure tips
• Headline writing styles that work
• How long should a press release be?

Module 8:

Distribution – how to get your release to the right person

• How to deliver your release
• Using the subject line effectively
• The pros and cons of distribution lists
• Why the personal touch matters

Not For: Those with more than 18 months’ experience