Writing great press releases

  • Format: Consultant-led workshop
  • Duration: One day
  • Written well, press releases can generate media coverage, connect with influencers and engage the public. Yet most press releases fail – because writing them isn’t as easy as it may appear. This programme can transform the way in which you write press releases, and the results you get from them.

  • Identifying what is and isn’t news
  • How to focus on what will make your news story compelling: the heart of the story
  • Adopting the right language style
  • Making news stories resonate with readers
  • Using quotations, research and spokespeople to build credibility
  • Search engine optimisation
  • Press release structure and formats
  • Managing quality
  • Building a wider campaign around a news story

Putting publicity to work

  • Format: Consultant-led workshop
  • Duration: One day
  • Publicity has changed. No longer is the mainstream media the only target for publicity campaigns. Savvy companies are reaching customers through a wide range of influencers, often via social media and other channels. This programme helps marketing teams to rejuvenate their approach to publicity, making it more relevant and successful.

  • How publicity has changed
  • Understanding PESO (where media is paid, earned, shared and owned)
  • Press releases, social media, online influencers and publicity campaigns
  • Working with stakeholders
  • Setting goals and measuring results
  • Competitor research
  • Distribution and influencer marketing
  • Managing contacts and building relationships
  • Tools for better publicity