Course description
A Press Release is one of the most strategic marketing tools for every organization, business, and industry, whether large or small. In the sphere of public relations, a working relationship with journalists cannot be undermined, and this can be perfected with the delivery of top-notch Press Releases by organizations. A Press Release is a document employed to establish a relationship with the media and garner brand credibility by an organization, business, or industry. As a result, organizations or businesses should ensure that they create in-depth, compelling releases that would garner the attention of journalists to gain press coverage and contribute to their overall growth.
On the other hand, media writing is a specific form of writing employed by PR professionals for a particular set of audiences and for marketing the brand and reputation of an organization, business, or industry.
What are the rules to be followed when making a press release?
<Press Release is not a mechanical process; it requires skills, competence, and insight. But, at the end of every Press Release, there should be a guarantee of its engaging and flawless structure. So, there are some rules to adopt when writing a Press Release. First, a Press Release needs to have a solid and winning concept, and this can be achieved by brainstorming ideas and collaboration.
Second, practice writing an intriguing first paragraph to communicate and grasp your audience’s attention at the first read. Third, in a story pitched for Press Release, a rapt headline, and subject line cannot be undermined, as this would persuade editors and journalists to consider this story at first glance.
Lastly, adequate research should be done to support arguments and enhance your points’ significance.
What are the various niches in media writing?
Media Writing is a multi-faceted writing strategy, and it encompasses several forms like news writing, feature writing, reviews, columns, investigative, digital, and editorial writing.
Rcademy has introduced a training course in Press Release and Media Writing that will train its participants in various nuances of successful media writing.
Upcoming start dates
Suitability - Who should attend?
The Press Release and Media Writing Training Course by Rcademy aim to help participants achieve the following objectives:
- Understand and implement strategic ideas that are newsworthy
- Ability to depict strategies to employ to ensure journalists’ selection of an organization’s press release
- Learn the art of implementing strategic steps like planning and executing media campaigns, creating contracts, and dialoguing with the press
- Identify the conventional structure a standard press release should follow
- Learn the art and skill of writing in-depth and engaging content
- Apply and launch media campaigns with reliable channels for the benefit of an organization
- Learn the art of target journalism, networking, and dialoguing with the press
- Understand the concept of diversity and how to engage different audiences on various platforms
- Improve pitching skills for the organization’s benefit in the international and local media networks
- Improved reputation in the field of PR for an organization, business, or industry
- Obtain the skillset of concise yet compelling content creation and delivery
Training Course Content
Module 1: Press Release Plan
- Background to the Concept of Press Release
– Components of a strategic news - Identification and streamlining of business goals
- Understanding target audience
- Conducting of research
– Establishment of keywords
– Discovering engaging facts
– Identification and application of reliable sources - Writing
– Use of standard press release structure
– Act of keyword placing
– Writing effective headlines
– Combination of ideas - Review of Press Release
– Media-friendly language
– Expression and phrasing
– Proofreading - Promotion
– Establishment of a recent database
– Sharpening of media relationships
– Sensitisation and publicity before the release
– Social media and social bookmarking sites
– Promotion with strategic partners
Module 2: Media Writing
- Types of media
– Traditional
– Digital - Establishment of media contact lists
- Networking with journalists
- Types of releases
– Persuasive releases
– Compelling releases
– Informative releases - Writing styles for audiences and publications
- Tone use
– Factual tone
– Professional tone - Structure and content
– Credible headline
– Lead paragraph
– Follow-on paragraphs- Conclusive paragraph
– Quotes
– Notes
Module 3: Grammar and Writing Styles
- Unique writing styles
- Image use and photographs
- Delivery methods for Press Release
– Distribution channels
– Media agencies - Media strategies
- Brand techniques
– Digital and social media
– Media campaigns
Module 4: Proactive Press Release Practice
- Press Release Writing
– News creation
– Quotation techniques - Journalistic inquiries
– Briefing and pitching stories
Module 5: Persuasive Writing
- Basis of communication
– Sender
– Message
– Channe
– Receiver - Theories of communication
– Media uses and gratifications
– Cognitive dissonance
– Framing
– Diffusion and adoption - Factors in persuasive writing
– Audience analysis- Source Credibility
– Clarity of message
– Appeal to senses - Ethics of persuasion
Module 6: Shortcomings of News Making
- Factors responsible for shortcomings
– Timelines
– Prominence
– Proximity
– Significance
– Unusualness
– Conflict - Newsfinding
– Internal business documents
– Newsletters/ magazines
– Roving reporters
– Pseudo events
– Brainstorming
Module 7: Public Relations and Writing for the Web
- Functions of PR writing
- Textual tools
– Press releases
– Invitations
– Newsletters
– Factsheets
– Audiovisual - Writing for the Web
– Traditional web writing
– Audience expectations
– Writing formats
– Blogpost
– SEO
Module 8: The Mass Audience and The Writer
- Identification of media audience
- Levels of commitment
- Informing and persuading
- Concept of writing
– Syntax and grammar
– Conjoining sentences
– Audience expectations
Module 9: Writing Techniques
- Leads and inverted pyramid style
– Summary leads
– Inverted pyramids - Feature stories
– Function
– Structure
– Style
– Research - Advertising
– Copy strategy
– Function
– Planning and writing advertisement
Course delivery details
This course is curated to satisfy and provide participants with the necessary skillset optimally; it is participant-oriented. It also employs several methodologies, like in-depth research on individual modules and the teaching of these modules by experts in the field.
Rcademy course Press Release and Media Writing Training Course consist of theory and practical learning by providing lecture notes, press release samples, case studies, presentations, and a platform for feedback to confirm participants’ learning.
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Rcademy
Rcademy is a global training and consultation organisation set out to bridge the gap between you now and what you can be in the near future. We are facilitators of knowledge impartation. Our team of established and experienced training enthusiasts...