Write Better Press Releases

Write better press releases that will catch the journalist's eye and get your story into print.

Structure your news release exactly as a journalist would write it. In one intensive day you will learn how to produce tightly written copy that will give your story the best possible chance of being published.

This course will help you write faster with more confidence and greater ease. It will enable you to develop stories relevant to the different media and help you avoid the editorial waste bin.

We will examine the different types of press release, and help you enliven them with appealing headlines, sharp intros and telling quotes. Learn how to find new angles for the same old products and services, inject human interest and discover what journalists are really looking for.

As well as tips, techniques and all the writing theory, there will be plenty of exercises and an opportunity to practise your new skills on your own-choice project. We'll look at delegates' own releases and analyse how they might be improved. And we'll study a variety of releases from a journalist's post bag (and email) so you can assess what other PRs are putting out, and how you can do better.

This is an opportunity to see things from the journalist's perspective as the workshop is run by a journo who has been on the receiving end of press releases for over two decades.

The course is suitable for beginners and experienced writers.

Key training areas

Characteristics of news and features
The importance of understanding the different writing styles
Structuring your news release
Writing your intro for maximum impact
Eye catching headlines - what works and what doesn't
Targeting and timing - and when not to use embargoes
Use credible quotes that add value to your message
Every picture tells a story - caption writing that counts
The must-have-list every press release should have

The course is presented by Judi Goodwin, a freelance journalist who believes many people concentrate on giving their organisation or client excellent service but sometimes don't see the story potential through the eyes of the Press.

She has been a regular contributor to The Daily Telegraph, Manchester Evening News, BBC Woman's Hour and House Beautiful and was a commissioning editor for Ideal Home. Judi is an experienced trainer, a member of the CIPR, and an associate member of the Chartered Institute of Personnel and Development.

2013 course dates

29th May - Glasgow
25th June - Belfast

Course fee: £295 + VAT (£221 + VAT charities & voluntary organisations)

Includes delegate documentation, refreshments and lunch.

Courses start at 0930 (registration and refreshments from 0900) and finish at approximately 1700.

To book a place on this course, please phone 01952 201338 or use the online registration form

Recent delegate comments

"I found this course to be energising as the trainer was so enthusiastic and really knew her stuff! She had the ability to teach well and engage with everyone - overall fantastic!!

"This course has given me the confidence to get straight into writing.

"Just a quick message to say - so far so good. This morning I nailed a press release in next to time - researched, planned and wrote.

"Eye opening insights into press releases from the journalist's perspective.

"I thoroughly enjoyed it. It was informative, active and kept me interested from start to finish.

"The advice from Judi was very uplifting and inspirational.

"The course was extremely helpful and met my expectations at every level.

"The course has made me feel more confident in my writing ability - hope the feeling continues!

"Judi was brilliant and her 'hands-on' approach was just what learning is about.

"The course was fantastic. I learned many valuable tricks, tips and information to improve my work.

"Some great tips and coming from a journalist's perspective gives us the inside track.

"A well thought out and well executed course which considered varying skill levels.

"Useful, informative and fun!

"The course content was perfect.

"A really good mix of theory and practice - and good feedback.

"Well prepared, comprehensive and useful handout that can be referred to and used again in the future.

"The trainer Judi was excellent and had a practical approach. The course was very interactive and her journalistic experience gave a great insight into what kind of press releases we should be writing.

"Very comprehensive & excellent trainer.

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