* Effective Press Release Writing Courses from PA Training

Effective Press Release Writing

Learn to write press releases that really work and how to maximise their impact. This hands-on course gives delegates a better understanding of how the press works and tips on how to get stories published.

This course is not only for full-time press officers and PR executives,

but also for anyone who has to deal with the press. It’s also for anyone who may be asked to take on responsibility for press relations in addition to their main business activity.

Ready to enrol?

Join our course for £468 including VAT

Course Outline

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

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

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

Style, length and vocabulary

  • Keeping it simple and avoiding jargon
  • Layout and structure tips
  • Do’s and don’ts of headline writing

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 to make your news their news

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

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

New techniques and strategies for connecting with the media

  • How social is changing our relationship with the press
  • New techniques from tweeting links to bullet-point emails
  • Why storytelling is still important

Ready to enrol?

Join our course for £468 including VAT

Learn the best practices, advance your PR knowledge as we examine the best practices of PR.

Use the right tools, understand the key channels and how to use them to cover your campaign.

Plan a crisis strategy, things can go wrong for any organisation and you have to be prepared to manage the fall-out.

Make sense of statistics, learn how to use the numbers effectively in your writing.

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All courses can be run at the Press Association offices

in London, Victoria or on your own premises.

If you have any further questions contact us on

+44 (0)20 7963 7920


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