Writing effective news releases
Get more stories published
Discover what news is and isn't, give journalists what they want in the form they want it and get more of your stories into print and online.
Journalists receive hundreds of unsolicited press releases every week - the vast majority of which end up deleted or ignored. They say they receive badly written stories that have no news value and are inappropriate for their programmes or publications.
This practical one-day course takes you through every step of the news release process - from analysing the publications you want to target, determining what stories they are interested in, finding a suitable angle for your story and writing it up in a way that will appeal to the media.
How will I benefit?
You'll learn what news is, and isn't, and why the media reject so many news releases. You'll come up with ideas for stories that the media want to run. You'll write headlines that grab the media's attention for the right reasons. You'll understand the importance of answering the 'who, what, where, when, why and how' questions. You'll write opening paragraphs that make it clear from the start what the story is about, quotes that journalists can believe in, and use a style and format recognised and approved by the media the world over.
What will I learn?
- What journalists/editors want and don't want
- What makes a story newsworthy
- The difference between true news and PR puff
- How to answer the 'who, what, where, when, why and how' questions
- The importance of headlines and the first paragraphs
- How to find ideas for stories when there is nothing new to say
- How to use the Inverted Pyramid to structure press releases
- The difference between news release copy and advertising/sales copy
- How to write quotes that journalists want to use
- The seven essential elements of every press release
Who should attend?
This course is perfect for anyone new to writing for the media.
What else do I need to know?
You'll be working right from the start, analysing digital and print publications, and pitching ideas for stories. You'll do lots of writing and rewriting, and you'll give and receive feedback so you can improve further. You should bring one or two ideas for a new press release to work on during the day. You might also want to bring a laptop if you prefer not to write with pen and paper.