pr writing

Press release writing is a skill that is key to effective media relations. However, press releases often fail to impress the journalists they are sent to and undersell clients.

This course will equip you with the skills to source, write and market the stories that you or your clients want to tell.

Course description

Led by Fiona Scott, a journalist and media consultant with 30 years' experience in the industry, this course will help you understand the value of storytelling, how to make a story visible to a wider audience – including using a wire service – and how to use those opportunities to raise brand awareness and ultimately make more sales for yourself or for your clients.

The workshop will also involve choosing a story and writing it – considering the order of information, the structure and the length. You will learn how to make your story more attractive to journalists and influencers.

You will learn about the law and legal issues around the media, using a series of practical examples to set some legal parameters.

This will be an interactive course with time for Q&As throughout the day.

What you will learn:

  • What public relations is and what makes it so important;

  • What makes a good, or a bad, story;

  • How to format a press release;

  • How to find the right news angle;

  • What is suitable for local and national press;

  • How to use a wire service to market your story.

Come to learn to be an expert at writing press releases – and see the difference it makes!

Skill level:

Open to all who want to improve their press release writing skills.

Practical requirements:

You will need to bring a laptop or tablet, and a notebook and pen.

See more training courses or find out about our range of in-house training options.


Getting there

This course will be held at The Bridge, 73-81 Southwark Bridge Road, London, SE1 0NQ.





About Fiona Scott

Fiona Scott is an experienced journalist with 30 years’ of experience in the media industry, in print, radio and television.

Today she writes for local publications in the county of Wiltshire, is an ad hoc television director/producer and has run her own media consultancy working with small businesses, charities and individuals for the last 11 years.

In her business she’s worked with four Dragons’ Den entrepreneurs, with experts and celebrities as well as SME clients across the South West, South Wales, Midlands and London. She was named as a finalist in 2019 as South West Female Entrepreneur of the Year.

In 2013 she jointly won the British Asian Media Award for the Best Regional Feature for a film about the 40th anniversary of the expulsion of Asian families from Uganda who came as refugees to the UK.

For six years she was a regular director on the BBC day-time show Flog It! As well as being a guest producer with ITV Wales and has also worked on The One Show. Prior to starting her own business she was a series producer at ITV West based out of Bristol.