Writing effective media releases that generate coverage

Many publicity opportunities are lost simply because some organisations fail to produce effective media releases. No matter how interesting or topical your news is, it generally won’t attract media exposure without a well considered and well written media release.

Moore Public Relations and Kennedy Communications have teamed up to provide practical media release writing workshops, drawing on Carol Moore’s 20 years of public relations experience and Pat Kennedy’s 20+ years in media management and corporate training.

This popular one-day workshop coaches in the art of writing impactful media releases, and is limited in size to ensure personal attention. The emphasis is on ensuring you quickly learn the fundamentals of writing successful media releases in a stimulating, interactive atmosphere that encourages participant interaction and group discussion. The workshop includes practical writing exercises and features relevant media footage and real-world case studies, not just theory.



  • Dealing with the Australian media
  • 14 elements for media attention to ensure your release is newsworthy
  • Finding the best ‘hook’ or ‘angle' for your target media
  • Tailoring your story for different media; ‘soft’ and ‘hard’ news
  • 20 guidelines for writing effective media releases – content, style, structure, formatting
  • Addressing the Who, What, Where, When, Why and How
  • Avoiding common mistakes that reduce the effectiveness of your media release
  • Writing effectively within time constraints


The workshop covers all the basics you need to start writing the moment you get back to the office. It is suitable for anyone who wants to learn how to produce effective media releases, from public relations and marketing executives to businesspeople who want to undertake their own publicity. It’s also great as a refresher if it’s been a while since you wrote a media release or need some new ideas and inspiration!


  • 26 November 2009

The workshop is held at Kennedy Communications’ Television and Radio Training studios in Sutherland, which are 40 minutes from Sydney CBD by car or 30 minutes by train.


“I found the course to be fantastic and very relevant to what I do.”
Rachel Gleeson, Communications Coordinator, Royal Australasian College of Physicians

“Great course, especially doing it with people from other industries/organisations. Creates a shared learning environment.” Tammy Ingold, Public Affairs Officer, NSW Fire Brigade

“Excellent examples and case studies, and lots of relevant and valuable up-to-date information.” Laura Peitrantonio, PR Account Coordinator, Napoleon Perdis

“I loved the small group/practical exercise aspect and the opportunity to receive personal feedback on what I had actually written.”
Michelle Dalrymple, Communications Officer, Ray White Financial Services

“It was a great refresher and I learned a lot. It was good to see other ways to target media outside the obvious publications.” Megan Allman-Hore, Account Executive, Palin Communications

“This course was a great guide to the ‘inner workings’ of writing a media release. There was logical progression of providing clear and concise information in an easy-to-understand way.” Lucy Mudd, Executive Assistant, Gavin Anderson & Company


Carol Moore is an award-winning public relations consultant, writer, and qualified trainer who is passionate about writing and communication. Her experience spans a wide range of sectors, from healthcare and consumer goods to government, not-for-profit and business-to-business. Carol is a Member of the Public Relations Institute of Australia and holds a degree in Business-Communication, majoring in public relations, and a Certificate IV in Workplace Training and Assessment.


For $525+GST per person, you receive a full day of training (9am-5pm), a comprehensive workbook, and one hour of personal coaching via email within a month after the workshop to maximise your learning outcomes.

RESERVE YOUR PLACE TODAY or find out more by calling Carol Moore on 02 9560 2826 or emailing carolmoore@moorepr.com.au.


For those interested in the techniques of media relations strategy, we offer a separate yet related full-day course that runs two weeks after each media release workshop:
Strategically Targeting Media: How to Plan, Package, and Pitch your Story covers how to identify the right media, prepare and package tailored media information, plan the timing of your media campaign, and implement media activities from writing a pitch email to holding a media conference. (Note that this workshop does not cover media release writing.)

Our other workshops (open groups, in-house or private coaching) include:
Preparing a Public Relations/Communication Plan, The Essentials of Effective Business Writing, How to Manage the Media Interview, Presentation Training and Crisis Management.


Download the workshop details and a booking form.