How to write snappy, newsworthy and attention-grabbing press releases.
Press releases are essential to any media relations strategy. Yet journalists complain they often contain no news, are stuffed with incomprehensible jargon, have unquotable quotes and are little more than disguised advertising.
It doesn’t have to be like this. A well-written press release can be the key to securing positive coverage for your organisation. So how do you make sure your press releases shine? Want to learn how to write sparkling press releases?
What you'll learn
This course will teach you how to write press releases that get read and picked up by news outlets and help get your organisation’s message to a wider audience.
You will learn why some press releases work and others go straight to spam, what the key ingredients of a sparkling press release are and how to write in a style that grabs the attention of journalists, not sends them to sleep.
Programme
Press Release Writing
1
Making the news
- Understanding journalists and what makes news
- How to find the right hook and angle for reporters
2
Top-loading the news
- Crafting snappy, punchy headlines
- Writing newsy lead paragraphs
3
Crafting quotable quotes
- Voicing opinions forcefully, colourfully
- Finding the right tone of voice: sounding human, colloquial
- Using rhetorical devices like contrast, repetition and alliteration
4
Providing context
- Making sure journalists have the backstory
5
Press release dos and don’ts
- Writing clearly and concisely
- Avoiding jargon, acronyms and technocratic language
6
Pitching press releases
- Targeting key media
- Pitching by email, phone, social media
- Learning the difference between press releases, press statements and press advisories
What's included?
- 100% practical training using examples from your press releases
- Delivered in-person or online - whichever suits you
- Delivered by experienced trainers with real-world experience writing press releases
- Workshops whenever you want, wherever you are
- Course handouts and supporting materials
Potential add-ons:
- Use of our training facilities
- Attendances certificates
- One-on-one press release writing clinics
- Progress check-up: Online follow-up after the initial training
- Support writing your press releases
Is this course for you?
This course is designed for anyone who writes, or helps draft, press releases.
Whether you’re a communication director, press officer, media spokesperson or policy advisor, this course will help you get your message to the media and help shape the news.
If you are looking for more in-depth writing advice, check-out our flagship course on writing clearly. We also offer courses on how to write op-eds and speeches and writing with AI. And if you are looking to build better relationships with journalists, our media relations workshop is the one for you.
Meet our trainers
Our trainers have decades of experience writing press releases and advising organisations how to get journalists’ attention.
For this course, your trainer will be either Gareth Harding, Paul Meller or Brandon Mitchener, all former reporters with decades of experience as journalists and communication advisers.
The Clear Europe team, alongside your trainer, will collaborate closely with you to customise the training, offer ongoing support and ensure you gain actionable skills to write sparkling press releases.
Testimonials
What our clients say
FAQs
Curious about how we work?
Check our FAQ to find out everything you need to know about organising a training with us.
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