How to Write Perfect Press Releases: Masterclass

Learn how to create effective communications that really stand out

This one-day press release writing course focuses on the essential skills you need to build a release that gets noticed for all the right reasons.

What you’ll learn: What makes news to press release writing skills

What makes a story news? How do reporters decide what to cover and where do they find stories? What determines which stories lead the news agenda or go viral? With insights from reporters and editors who are making the news, you’ll learn how journalists think and reveal the secrets of their decision making – helping you develop your own “nose for news”.

You’ll know that journalists receive hundreds of emails a week – we’ll focus on building your press release writing skills so you can make yours stand out. We’ll share tips from editors whose inboxes are constantly overflowing and give you a clear understanding of how to craft eye-catching subject lines and opening paragraphs. You’ll go home with a checklist to use before hitting send in the future.

Building on this knowledge, we’ll then spend time refining your writing and approach. You’ll learn about the power of quotes – including how to get the best ones and the best way to present them – as well as insight into why journalists love case studies. And you’ll receive tips for navigating projects with multiple stakeholders and how to effectively modify your pitches for different audiences.

How you’ll learn

This three-module press release writing course will be led by an excellent trainer and practitioner who will share their practical expertise through presentations, discussion and practical exercises – ensuring you have opportunity to reinforce your learning and test your understanding.

Who the course is for

This course is for you if you want to level-up your press release skills and steal a march on the opposition. It’s for anyone who wants their work to have more impact and cut through. We also offer half-day versions of this course – Writing Perfect Press Releases 1 and Writing Perfect Press Releases 2.

We currently offer this course as bespoke training for teams and can deliver it remotely, or in your offices. Get in touch using the button below to discuss times and dates, as well as how we can tailor it to your needs. 

If you’re booking for yourself, find all of our scheduled courses here

Course Modules

What Makes News?

  1. What makes a news story
  2. News sources and demographics
  3. ‘Hard’ and ‘soft’ news
  4. Recognising fact and opinion
  5. Knowing your audience

Press Release Fundamentals

  1. What is a press release for?
  2. Toplines: getting on the news agenda
  3. Headlines, intro and structure
  4. Principles of clarity and style
  5. How to edit a press release

Advanced Press Release Writing

  1. Using quotes and case studies
  2. Writing for multiple audiences
  3. Notes to editors, images, extras
  4. Managing different stakeholders
press release writing course - delegate at a kepboard

How to Write Perfect Press Releases: Masterclass

Learn how to create effective communications that really stand out

Get in touch

What our students say

View all testimonials

I was able to count on excellent teachers and professionals who helped me push my limits and achieve my goals. I was impressed by the quality of the course and the motivation teachers put into it. It was a great experience and I would definitely do it again!

Laure Poncet
, Research Officer
, ARC Centre of Excellence for Climate Extremes

It’s a great place to make connections – networking with teachers, guest speakers and fellow students can be key to gaining advice or even job opportunities during and after the course. 

James Saunders
, Digital News Reporter
, GB News 

The staff truly go above and beyond, providing detailed feedback, a wealth of knowledge and many career opportunities. I’d recommend the course to any budding journalist. You’ll have fun, too!  

Erin Waks
, Trainee Sub-Editor
, Daily Mail

The teaching I received was second to none and despite having no experience whatsoever in journalism, the tutors made sure there was a friendly environment where I felt welcome to ask any questions I needed. I was able to finish the course and go into a job working for The Sun.

Olivia Allhusen
, Junior Journalist
, The Sun

PA Media Training were efficient, well organised and genuinely lovely people to deal with and, importantly for us, able to provide flexibility around our needs to create the bespoke training we required. I wouldn’t hesitate to use them for further training or to recommend them to other organisations.

Mayor of London’s Press Office
, Head of Media

The team is flexible, slick, well-resourced and overall simply first class. Their expertise and knowledge have been invaluable. I was delighted with our choice, so I’d have no hesitation in recommending them

Prostate Cancer UK
, Head of External Relations

Contact us

For more information , simply fill out the form and a member of our team will be in touch.