Writing Effective Media Releases that Generate Coverage

Many publicity opportunities are lost or media coverage fails to meet expectations because of ineffective media releases. No matter how interesting or topical your news is, it usually won’t attract significant media coverage without a well considered and well written media release that captures journalists’ attention and delivers the relevant angle and newsworthy elements in an effective format.

This back-to-basics one-day workshop coaches in the art of writing impactful media releases, and is limited in size to ensure individual attention. Based on a solid theoretical framework and extensive real-world experience, this practical workshop incorporates case studies, writing exercises and group discussion to ensure participants quickly develop their media release writing skills in a supportive, informal atmosphere.

KEY ASPECTS COVERED IN THE MEDIA RELEASE WRITING WORKSHOP:

• 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

WHO WOULD BENEFIT?

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!

COMMENTS FROM PREVIOUS PARTICIPANTS:

“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

IN-HOUSE/TAILORED WORKSHOPS:

We can deliver the workshop at your premises or conference anywhere in Australia. Clients can opt for the standard workshop content above or we can tailor material to suit your training needs, such as combining it with our media strategy workshop– please contact us to discuss your requirements. Private coaching is also available and open/public workshops are scheduled according to demand (contact us to register your interest).

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