How to write the press releases journalists want to use

An evening course for new and experienced agency PRs or anyone responsible for gaining media coverage for their company...whether they’ve tried and failed or never tried before, but now find approaching the media is in their job “spec”!

Course tutor: Ann Bird
Book nowDate: 24 April 2013
Time: 6-9pm
Venue: Mousetrap Media, 100 North Road, Brighton, BN1 1YE
Number of places: 7 max
Cost: £95 (+ VAT)

Editorial coverage can be far more powerful – and cheaper – than advertising. But why do journalists use some press releases to create those stories but not others? When should you send them your release and should you follow it up – if so, how?

Ann Bird, a former executive features editor on the Daily and Sunday Express has read, used and yes, rejected countless press releases.
So, through a series of exercises and discussions, you’ll discover how to:
  • Ensure you include the essentials and know what to leave out
  • Match a release to the right national, regional or local media outlet
  • Create “must read” subject lines, headers and “killer” intros
  • Think like a reporter or feature writer
  • Find a strong news angle…even if you don’t think there is one
  • Select the most powerful language
  • "Sell in” your release
  • …and avoid the things journalists really hate!
PLUS: the press release clinic part of the workshop will give you the chance to ask Ann about any releases you’re working on or have produced in the past, which perhaps didn’t result in as much coverage as you would have liked, so you can boost your chances of success in the future.

About Ann Bird

As a senior journalist, Ann has written for most UK national newspapers and many major consumer magazines.

Ann BirdShe launched and edited The Daily Express’s Health section and then moved up to become executive features editor, responsible for their travel, motoring, property and careers sections.

She has lectured on journalism for one of Europe's largest media training centres and gives regular talks on dealing with the Press and how to maximise PR impact on the media.
In her role as a media and communications trainer she has coached hundreds of staff at PR agencies, pharmaceutical firms, global investment banks, government departments, High Street retailers and global car manufacturers.


“The workshop was very enjoyable and informative, thanks.” NHS executive

"Every section of the course was relevant and useful,"
Account executive at a multi award-winning PR Agency

"It was useful to get a greater understanding of how best to approach the media and consider a more strategic approach, as was the advice on better use of social media," Childcare organisation staffer

"Ann gave a good insight into the world of journalism and what makes a good story, as well as how journalists work," Nursery chain delegate

"It was exactly what I hoped it would be," International healthcare executive
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