Effective Press Release Writing

The press release is still the most enduring and versatile source of media coverage available. This workshop - for both new entrants and established communications professionals who need a refresher course - is designed to give you a reliable and proven method for constructing a press release that stands out from the pack.

Start Date 21 January 2020
Course Dates 21 January 2020
Presenter Frank Dillon
Business journalist, publisher and media trainer. A regular contributor to The Irish Times where he writes about management issues, reviews business books and interviews business authors, he previously wrote for The Sunday Times. Frank has lectured on the PRII’s Diploma course since 2004 and has been an examiner since 2009.
Venue Clayton Hotel Burlington Road, Leeson Street Upper, D4
Fees PRII Members €310
Fees PRII Non-members €415

This one day workshop will show you:

  • How to categorise news to correctly target journalists;
  • How to use news ‘triggers' to source and develop stories;
  • How to structure your content; and also
  • Examines distribution channels for both new and traditional formats.

By the end of the day, you will have enhanced your understanding of the principles of good news releases and their role in media relations.

The workshop specifically addresses

  • Press releases - how to produce them, the facts and ideas, the detail, the style and presentation
  • Eye catching headlines - what works well and what doesn't
  • The sins that send press releases into bins
  • News delivery: traditional and Web 2.0 - multimedia news releases, blogs, RSS feeds, social networking sites
  • The "news factor" judgement journalists apply to your announcement
  • Picture power - the use of video and photography to create a story.

Learning outcomes

  • Grasp how journalists think and what they want
  • Develop your skills in story spotting and writing
  • Understand the technical process of news writing
  • Maximise your potential for coverage
  • Be more effective at pitching your stories to the media

Highly practical in nature, the day combines a mix of presentation, discussion and hands-on exercises to help you approach the challenge of press release writing with confidence.


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