SHORT COURSES
How to Write Perfect Press Releases: Masterclass
Learn how to create effective communications that really stand out.
Learn how to create effective communications that really stand out
This press release writing course focuses on the essential skills you need to pitch stories that truly get noticed and drive real impact. This course is available in sessions of either four hours or six hours – see further details below.
What you'll learn: What makes news to press release writing skills
What makes a story news? How do reporters decide what to cover, and where do they find stories? What determines which stories lead the news agenda or go viral? With insights from reporters and editors who are making the news, you'll learn how journalists think and reveal the secrets of their decision-making, helping you develop your own "nose for news".
You'll know that journalists receive hundreds of emails a week – we'll focus on building your press release writing skills so you can make yours stand out. We'll share tips from editors whose inboxes are constantly overflowing and give you a clear understanding of how to craft eye-catching subject lines and opening paragraphs. You'll go home with a checklist to use before hitting send in the future.
Building on this knowledge, we'll then spend time refining your writing and approach. You'll learn about the power of quotes – including how to get the best ones and the best way to present them – as well as insight into why journalists love case studies. And you'll receive tips for navigating projects with multiple stakeholders and how to effectively modify your pitches for different audiences.
How you'll learn
We offer this course in sessions of either four hours (two modules) or six hours (three modules).
It will be led by an expert trainer and practitioner who will share their practical expertise through presentations, discussions, and practical exercises, ensuring you have the opportunity to reinforce your learning and test your understanding.
Who the course is for
This course is suitable for teams looking to get more media coverage by levelling up their press release skills and sharpen their pitching.
We currently only offer this course as bespoke training for teams. It can be delivered remotely or in your offices.
Get in touch using the button below to discuss times and dates, as well as how we can tailor it to your team's needs.
Course Modules
What Makes News?
What makes a news story
News sources and demographics
'Hard' and 'soft' news
Recognising fact and opinion
Knowing your audience
Press Release Fundamentals
What is a press release for?
Toplines: getting on the news agenda
Headlines, intro and structure
Principles of clarity and style
How to edit a press release
Advanced Press Release Writing (6hr session only)
Using quotes and case studies
Writing for multiple audiences
Notes to editors, images, extras
Managing different stakeholders
What our students say
What a great session we had on Communicating with Impact. Bridgid shared practical techniques to enhance and develop our communications skills so we can present and speak publicly or to senior stakeholders with confidence and impact. I speak for my whole team in highly recommending Bridgid Nzekwu if you are after effective and fun communication training.
The team is flexible, slick, well-resourced and overall simply first class. Their expertise and knowledge have been invaluable. I was delighted with our choice, so I’d have no hesitation in recommending them
PA Media Training were efficient, well organised and genuinely lovely people to deal with and, importantly for us, able to provide flexibility around our needs to create the bespoke training we required. I wouldn’t hesitate to use them for further training or to recommend them to other organisations.
The small class sizes nurture a comfortable environment where everyone supports and learns from each other. The staff helped me hone in on my writing skills and develop the confidence to feel comfortable on camera.
Interested in this course?
Talk to the Press Association Academy team about dates, fees and bespoke options.