Half-day training on writing a press release
PERFECT PRESS RELEASE MASTERCLASSA journalist's eye view on how to write press releases that make it into printCourse in briefAn intensive workshop which shows you how to write and distribute press releases that will generate helpful coverage for your organisation. The course is based on research into what 89 editors and senior journalists are looking for from press releases. The press release writing course is followed by a distance learning exercise in which you have an opportunity to write a press release and have it critiqued by e-mail. SPECIAL FEATURE: Writing press releases for the Web. Duration: half-day. Cost: £195 + £34.13 VAT = £229.13. Attend if you are...- PR professional
- Marketing communications executive or assistant
- Press release writer
The course is suitable for people from large and small organisations, and from companies, public sector bodies and not-for-profit organisations. What you gain...After attending the Masterclass, you will be able to: - Understand what editors are looking for when they receive a press release
- Develop stronger story ideas before writing a press release
- Write a press release "intro" that grabs attention
- Understand how to produce press releases that generate more website hits
- Edit your press releases so that they read more succinctly
- Distribute your releases in ways that increase their chances of being used
About the coursePress releases are the most common tool in the public relations professionals' armoury. Yet too many releases end up in the recycle bin - rather than the newspapers and magazines to which they're e-mailed. The Perfect Press Release Masterclass is a half-day workshop which focuses on how PR people can write a press release so that it generates more coverage. The Masterclass draws heavily on the feedback from a unique research project in which 89 editors and senior journalists provided information about what they want from press releases. So the Masterclass is rich in the kind of real-life detail that you can take away and put to use in your next press release writing assignments right away. The Masterclass is perfect for young professionals just learning about press release writing. But it also contains plenty of material for more experienced press release writers who want to freshen up their approach. It is also ideal for marketing professionals who want to learn more about what it takes to generate press coverage. Participants are encouraged to raise issues and problems they have with their own press release output. The Masterclass lasts for approximately three hours with a short break half way through. Following the course, participants have the opportunity to write a press release and have it critiqued by e-mail by the Masterclass presenter. Masterclass programmeThe Masterclass is based around 20 modules: Press releases as editors see them- Deluge! The numbers of press releases editors receive
- Why editors don't use press releases
- Looking at four releases through editors' eyes
Why the press release is an important PR tool- The releases that made it into headlines
- Different ways journalists might use a release
- How good releases open doors to other publicity opportunities
Six key things editors don't want PR people to do- The six features editors find most annoying in press releases
- Results of survey of 89 editors
Five key things editors do want PR people to do- Basic ways to make editors take notice of a release
The 14-step approach to writing releases that editors want- Why it makes the difference between being and not being published.
Step 1: know the point of your story- How to define what kind of story you're writing
- Ways to uncover the strongest story
- Why you need to keep it simple
- When not to send a press release
Step 2: check your story passes the "so-what?" test- How editors apply the so-what? test
- How to judge whether your story passes the test
Step 3: assemble all needed information- Six key words that help you find information
- Ways to make collecting information easier
- 10 quick tips for conducting interviews
- Why you must focus on the facts
- The key checks you must make for accuracy
Step 4: judge the weight of your story- What is "story weight"?
- How journalists judge story weight
- How to judge your press release's weight
- Why you score by getting the release's weight right
Step 5: focus on your target audience- How to craft your release for a specific audience
- The way to pitch your language at the right level
Step 6: write the introduction- Why intros are critically important
- Five key traps that make intros fail
- How to get to the heart of the story in the first words
- Six ways to write an intro
- And a seventh which works even better
- How to find an "angle" for a story
Step 7: write the rest of the copy- How to use your information in the correct order
- Ways to make your release more readable
- How to write quotes that get quoted
- How to "piggy back" on running stories
- A simple step that improves the chance of your release being used
- SPECIAL FEATURE: Writing press releases for the Web
- Using keywords in press releases
Step 8: add a note to editors (if needed)- Why "boilerplate" paragraphs turn off editors
- How to use the note to increase the chances of the release being used
Step 9: write the headline- What you need to achieve with the headline
- A quick introduction to headline styles
- A simple formula that will help you write grabbing headlines
- How to choose the words to use in headlines
Step 10: add date and contact details- Why journalists want dates on press releases
- The different contact details you should provide
- What the contacts themselves need to know
Step 11: add a note about other resources- The resources journalists might want
- Three keys to providing pictures that get used
Step 12: edit your release- Why you must check facts with primary sources
- How to spot and tie-up loose ends in the release
- Why it's important to be able to substantiate claims
- How to tighten up the writing: words you don't need
Step 13: get your press release approved- How to define an approvals regime that works
- The seven worst approval pitfalls and how to manage them
Step 14: conduct a final check and send out- Four points the final check should cover
- How to distribute a release so it gets noticed
- Follow up: three things to do; three things not to do
Celebrating success- Six different ways to measure the results of press coverage
- Five ways to impress management (or clients) with the outcome
After the course- Write a press release and have it critiqued over e-mail by the course presenter
Course materials The Perfect Press Release Masterclass comes complete with a set of outstanding course materials that are designed to help you build on your new-found press release writing skills even after the course is over. You receive a course pack which contains:
- The Perfect Press Release Masterclass Workbook and Course Notes. This 68-page Workbook is exclusive to people attending the Masterclass. Alongside detailed course notes and exercises, the Workbook includes dozens of quotations, packed with useful hints and tips, from the 89 editors and senior journalists who took part in the research project on which the course is based.
- How to Write the Perfect Press Release is a 170-page paperback book which is packed with helpful information about how to write press releases. ("The real value of this book is the insight into the world of journalism." - Professional Marketing magazine.) Alongside the Workbook, it provides a valuable source of information which enables you to build on what you learn in the Masterclass.
Course presenter profile Peter Bartram
Peter Bartram is one of Britain's leading authorities on the uses and abuses of press releases. He has written two books about the subject. The first, How to Write a Press Release ran through three editions and sold in thousands. The other, How to Write the Perfect Press Release, published in 2006, is already into its fourth printing. Peter is well-equipped to advise PR professionals on what journalists want from press releases. As a busy working journalist for more than 30 years, he's received thousands of them. At earlier stages in his career, he's also written hundreds of them on behalf of PR consultancies. Peter's by-line has appeared in national newspapers such as The Guardian, Daily Telegraph and The Sunday Times, in business and professional magazines, such as Director and Accountancy Age, in the local and regional press, in trade and technical publications, and in consumer magazines - so he's well placed to advise on the needs of many different kinds of publication. In all, Peter has written nearly 4,000 feature articles for newspapers and magazines. In a packed career, Peter has been editor or editorial director of more than a dozen newspapers or magazines covering subjects from business to lifestyle. Peter is an experienced public speaker and presenter and has devised and run media training events. He is also the author of other media and communications-related books including How to Make Your Case in the Media (with Colin Coulson-Thomas), The Complete Spokesperson (also with Colin) and How to Write Well at Work. Among his 20 books are three titles in Random House Business Books' "Perfect" series of self-help titles. Peter is a member of the Society of Authors and the London Press Club. What people say...- "Thank you so much! I walked away feeling much more confident and I look forward to putting my training to the test." - Jenny Hogan, press officer, Kinleigh Folkard and Hayward.
- "Just to let you know I am very grateful for your Press Release Masterclass. When I sent off my last press release, on the lack of ethics in the restaurant business, The Guardian picked it up and seem to have copied and pasted it. Apart from a couple of sentences, it really was my press release that they had made into an article. You bet I was well surprised as they didn't even contact us for more detailed information." - Hanna Backman, writer/researcher, Ethical Consumer
- "The course gave a frank exposé of the failings of many press releases, and Peter's experience helped highlight simple do's and don'ts to avoid the pitfalls - a great help as there is always something new to learn." - Robin Hepburn, managing director, Waughton
- "The Masterclass Workbook & Course Notes is an excellent resource - short enough to scan while writing a press release." - Dr Dave Cavanagh, Institute for Animal Health
- "I found this really good in re-capping what I already knew, and in re-iterating important media perspectives and motivations. Was great." - Holly Linnell, account manager, Pielle Consulting Group
- "I've seen Peter Bartram transform a dry announcement that I thought had little hope of making it into print into the kind of news release that's generated a fistful of great cuttings. He is something of a guru on press releases - and he shares his knowledge with warmth and humour." - Tony Martin, managing director, Portfolio Communications
- "For any PR practitioner there can be no better way to understand what drives the news and creates interest in a story than hearing first hand from someone who works in the industry day to day. Hearing first hand from Peter what catches the eye of the press and understanding why some press releases make it and others don't is a must for anyone in the public relations sector." - Richard Merrin, managing director, Spreckley Partners
In-house coursesIf you have several people who would like to attend a Perfect Press Release Masterclass, why not book an in-house session at your own offices? We can run in-house sessions for a minimum of three participants. The fee for an in-house Masterclass is based on the number of participants: three, £495; four, £645; five, £795; six, £895; seven, £995; eight, £1,095; nine, £1,195; 10, £1,245. (All prices quoted plus VAT and, depending on location, agreed travel expenses may be charged at cost.) For other numbers or to hold the Master Class at an alternative location, please ask for quotation. If you would like to book an in-house Masterclass or like further information:
Booking information
Perfect Press Release Masterclass Thursday, 9th December 2010 NLC, 1 Whitehall Place, London SW1A 2HE
£195.00 + £34.13 VAT = £229.13
Booking form
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