This one-day programme offers graduates and first-jobbers in PR an opportunity to get a thorough start in understanding the dynamics of news and the technicalities of news writing.
Using the news release as the most versatile and enduring source of media coverage, the programme shows how to categorise news into readily identifiable formats, use news ‘triggers’ to source and develop news stories and examines new and traditional formats for both content and distribution.
Above all, the course is designed to ensure delegates have a reliable and proven method of writing effective news releases so that they are not boxed into being reactive thinkers or confined by lack of specialist knowledge.
The course draws heavily on journalistic craft allied to PR experience to offer a comprehensive route map through the process of news writing. Areas demystified and explained include story angles, quotes that work, key messages, jargon and using good grammar.
The day combines a mix of presentation, discussion and hands-on exercises that together build into a practical and proven toolkit to take on the challenge of news release writing.
Topics
- Classical story design
- News story formats
- News release triggers – how to find your own stories
- Methodology & structure – one that works every time
- Multimedia news content
- Formatting news
- News delivery: traditional and Web 2.0: – Multimedia News Releases, blogs, RSS feeds, networking sites, even virtual press conferences!
- Pitching stories: using email and phone
- Plan your own campaign
Learning outcomes
- Understand the technical process of news writing
- Grasp how journalists think and what they want
- Develop skills in story spotting and writing
- Ramp up story selling skills
- Maximise potential for coverage
- Be more effective at media relations
Trainer
Vyvyan Kinross, BA (Hons), MCIPR, has been a marketing and PR consultant for over 25 years. He has worked in-house, in agencies and has been a co-founder of a successful PR and marketing consultancy. Vyvyan is an experienced trainer, working with individuals and teams at every level of the profession. A graduate in Modern Arabic Studies, he is a former journalist specialising in Middle East affairs and remains a member of the National Union of Journalists.