Effective Press Release Writing

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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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