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Writing Effective Press Releases


23 Jan 2019







Put aside what you’re doing now and take a fresh view at press releases. Compare what you’re writing with what the media is looking for. Write more newsworthy headlines and opening paragraphs. Replace clichéd quotes with valuable commentary. And be more successful at getting your stories published.

Event Type: Classroom

Address: PRCA, 82 Great Suffolk Street, London, SE1 0BE

Places available: 10

Places remaining: 2

Trainer: Lorraine Forrest-Turner MPRCA

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Event Overview

Whether you’ve been writing press releases for months, years or decades, you’ve probably been pressurised into sending out a story you suspect isn’t newsworthy. You might also have written umpteen “We’re delighted…” quotes and been guilty of calling something “innovative”, “pioneering” or “iconic” when it was simply mediocre.

This practical workshop reconsiders your current approach to press releases, helps you find more newsworthy angles to less newsworthy stories and avoid the type of language that leaves the media confused, bored or irritated.

How attendees will benefit

You’ll discover why the media aren’t running your stories and what you need to do to get their interest. You’ll tighten up those headlines, sharpen up those opening paragraphs and write quotes journalists want to use. And you’ll learn how to persuade clients and colleagues to provide you with newsworthy material in the first place.

Who should attend

This course is perfect for anyone looking to improve or refresh their press release writing skills.

What attendees will learn

  • How to find newsworthy angles to less newsworthy stories
  • How to structure your release around the ‘who, what, where, when, why and how’ questions
  • How to write a headline and opening paragraph the media want you to write
  • How to avoid clichés and write quotes like a journalist

Important Delegate Instructions

To get the most from this workshop, please bring a few examples of previous successful and not-so-successful releases PLUS at least one idea for a new release to work on during the session.

About the trainer

Lorraine Forrest-Turner is a freelance writer and communication skills trainer with over 30 years’ experience in PR and marketing. She has worked on all sides of the words business, starting out as a freelance journalist before becoming a PR consultant, in-house PR manager, ad agency copywriter and content editor. Lorraine is a member of the PRCA and the CIPR and an associate trainer for Big Fish Training. She is also the author of five published stage plays and numerous short stories.