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Press release masterclass

  • Write press releases that generate coverage
  • Get them in front of journalists
  • Use them online, especially for social and SEO

The Press Dispensary's acclaimed and highly practical one day PR copywriting and distribution masterclass is back, by popular demand. Book here now or call Jill on 01273 741410.

About the class
The one day seminar/workshop is aimed at
  • PR and marketing account executives, managers, junior copywriters and trainees
  • anyone in business who needs to sharpen writing skills for press releases and public announcements
  • anyone who wants to combine traditional and SEO press releases
It offers a practical grounding in how to write a creative press release that will grab the journalists' attention while avoiding common errors of grammar and style that detract from getting your message across. It also looks at the distribution of releases, both offline and the rapidly changing world of online news and SEO. Interactive workshop exercises are used to increase your skills.

It's led by Rob Shepherd, who devised the course with colleague Jo Chipchase. Jo and Rob have worked extensively on both sides of the media fence, with plenty of experience on the receiving end, as well as the creative end, of releases. Jo is Press Dispensary's editorial director and has more than 15 years' professional experience in public relations and journalism. Course leader Rob is Press Dispensary's MD and has more than 20 years' professional experience in broadcasting and business communications.

To keep the exercises practical and personal, a typical class size is 6-8 delegates.

2013 Prices
The early bird price is just £325 for a full day course, including lunch, refreshments and documentation but excluding VAT. This will rise to £395, close to the event date. Book here.
Group discount: 3 places for the price of 2½. 4 places for the price of 3.

The price includes
  • A highly practical day of training and workshops
  • Lunch and refreshments
  • Full training documentation to take away and keep

To reserve places and to see early booking details, simply Book here. Once you have made your booking, we will confirm your place(s) by email and invoice you for payment.

Course content
  • Identifying when your news is news
  • What is news?
  • The value of good copy
  • Jargon that kills the golden goose

  • How to write a press release
    • Good English - avoiding grammar gaffes
    • Structure and layout
    • Style conventions
    • Making spokespeople earn their keep
    • Creative headline and caption writing
    • Editing and subbing
    • Keywords and backlinks
    • Links for Facebook, Twitter, Google News ...
  • Writing and editing for web publication

  • Press release distribution
  • The place of the press release in online PR, 2013
  • The press release in SEO, including the impact of major Google updates - Caffeine, Panda, Penguin and now Hummingbird

  • Q&A

Testimonials from past attendees

Kathy Simmonds, PR and marketing, Checkatrade.com
“Every person involved in writing press releases of any kind should do this course. I gained so much knowledge from it and it has already made a difference to the way we do press releases at Checkatrade. My managing director believes it was the best money we had spent on a course in a long time.”

Aidan Flynn, Nido Marketing
“Although I had some idea of how to write a press release, I had no idea about how to relate to the journalist and was unclear of the exact format I should follow. Thanks to the course I have increased my knowledge of this. Well presented, interesting and most importantly, very practical - delivered by a true knight of the English language!”

Frances D'Ardenne, Manager of Corporate Brand and Public Relations, Bowlplex
“A thoroughly interesting course which gave an excellent overview of all aspects of press releases. I now have a greater understanding and insider knowledge of what makes a successful press release which will prove invaluable.”

Emma Wickenden, VAMU communications assistant, TimeBank
“The course covered many aspects of press release writing; it was concise, well delivered and is good value for money compared to many other more expensive courses. Rob's delivery of the course was excellent.”

Jenny Hayden, guild administrator, The Guild of Master Craftsmen
“The course increased my confidence a great deal and the exercises were useful. It was very good value for money and masses of useful content for the fairly short space of time.”

Rebecca Fairbarn, PA to the executive director Developing Organisation and “Community for the South London and Maudsley NHS Trust
The course definitely meets its aim and I have seen an improvement in my press writing skills already.”

Vix Novissimo, Whistle PR
“The course was enormously informative. Every aspect of press release construction was covered and I would recommend it to anyone looking either to gain the fundamental facts or even refresh their skills.”

book course | order press release | online press offices

2013 UK schedule
Each class is a full day, from 9.30am - 5.15pm, and lunch and refreshments are included in the price.

Thursday November 28th, 2013

Click here now to book

or call Jill on 01273 741410
(international: +44 1273 741410)

Book before November and save £75!

Remaining London courses 2013

Central London, Wed Nov 20th, 2013
Central London, Thu Nov 28th, 2013

Click here now to book

if you would like to see a course in a different time or place, please call or email.

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