Effective Press Release Writing

Learn how to construct a press release that stands out from the pack and maximises your potential for media coverag
by The Public Relations Institute of Ireland (PRII)
The Public Relations Institute of Ireland (PRII)
Effective Press Release Writing

Highly practical in nature, this workshop combines a mix of presentation, discussion and hands-on exercises to help you approach the challenge of press release writing with confidence. 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
  • How your writing can improve with the aid of AI writing tools

Key topics covered:

  • 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
  • An overview of AI writing tools and how to use them effectively'

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