Powerful Press Releases: Get your name & story in the media

Generate interest, guarantee coverage and enhance your reputation with media releases that really work!
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Instructed by Warren Clarke Business / Media
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  • Lectures 23
  • Length 2.5 hours
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 10/2015 English

Course Description

Got a great idea? A great story? An exciting event? A big issue?

How do you get it OUT THERE?

In spite of the shift to immediacy via new media and today’s 24/7 news cycle, Media Releases (or Press Releases) are still the main tool for creating awareness of messages or events in the journalistic world. The reality though is that many go straight to the recycle bin, which is a waste of time, money and effort.

So how do you create professional, cut-through Media Releases that entice, and even guarantee, media coverage for your story?

It’s easy if you know how.

Maximize Interest in Your Story by Mastering the Art and Craft of Creating Free Media Coverage Through Compelling Media Releases

Learn the concepts, tools and techniques for writing successful Media (Press) Releases. Whether you’re new to media relations or a well-practiced media release user, you’ll learn tips and tricks that will make your Media Releases stand out from the masses and guarantee coverage of your story.

In this course we’ll explore the essentials of using Media Releases to tell your good news story and get your name quoted alongside it.

Media coverage is better, cheaper and faster than any paid advertising, and it builds stronger connection with your target market – your audience.

I’ll give you a clear understanding of what journalists are actually looking for and why, in order to create a compelling news story and ultimate media coverage. I’ll teach you the step-by-step process for creating and pushing out a media release and making it a compelling story that the media HAS to follow up.

You’ll get truly practical skills, tools and techniques for creating powerful Media Releases.

Powerful skills for building your organization's profile and keeping your news story ideas out of the trash bin!

  • Learn what journalists are looking for
  • Identify newsworthy topics
  • Learn the 7 categories of news that give ‘weight’ to your story
  • Learn the two main Media Release structures
  • Learn the 10 rules of writing
  • Build your own Media Releases with practical exercises
  • Develop your skills with practical checklists and examples
  • Learn what to do with your Release when it’s ready and how to leverage your story and its coverage

Whether you’re a first-time learner or you have communications experience, this course will teach you what you didn’t know about Media Releases, how to use them, and why many just end up in the trash.

Learning these techniques gives you the same media opportunities as well-known companies who use these techniques to guarantee coverage of their stories.

Using these skills and tools, you can take your story to the media, in the way you want it told. Using them well will build your reputation and your relationship with your chosen media outlets so they come back to you for expert commentary on other topics on the future.

Content and Overview

This course reveals the truth about why some Media Releases generate coverage while others don’t.

Starting with what journalists are looking for and what the media considers ‘newsworthy’, you’ll have a head start in making sure your story is strong from the outset.

With these foundations understood, you will then learn the building blocks of good Media Releases and how to structure them using two different templates that news editors respond to.

You’ll work through the process of building your own Media Releases using practical examples, in a step-by-step guided workshop.

You’ll then have the opportunity to evaluate your own work using completed examples and a detailed checklist to compare your work against and identify areas of improvement.

After completing the course, you will have a clear and practical understanding of how to write a solid Media Release on a newsworthy topic, and guarantee media coverage. You’ll also take away a pack of course notes and materials that you can come back to again and again for practical advice and continuous polishing of your skills.

The end result is that you’ll have the skills to successfully build the profile and reputation of your organization and your spokesperson (maybe that’s you!).

In this course, you will learn:

  • What makes News and why
  • How to identify and create solid media opportunities from within your business
  • How to structure a Media Release so that it covers all the bases that will make the media outlets interested in your story
  • How to strengthen your story’s pitch or angle
  • How to write your Release to make it a compelling story
  • The power and purpose of using quotes
  • How to write quotes that add credibility and interest to your story and get published!
  • The Do’s and Don’ts of writing Media Releases
  • What to do with your Media Release once it’s written – to make sure your story gets up rather than getting trashed!

And much more!

My commitment to you

I will continue to update this course on a regular basis, adding more content and exercises for your success.

I'm always available in the discussions and via private message to answer any questions you have.

I've been a journalist, communications coach and media mentor for many years and I know what works. So this course comes with a 30 day money back guarantee. Some people prefer different teaching styles, but I guarantee that what you’ll get from my program will be more than just theory or information. You’ll get practical skills and tools that will enhance your media and communications skills. I've trained thousands of executives and leaders in numerous industries, all over the world and I’m confident that you will build your skills, knowledge and tools for greater success too.

What are the requirements?

  • Students will need to write or type two complete Media Releases using a format and scenario provided.
  • Preferably, students will need access to a printer to print course note pages and workshop templates

What am I going to get from this course?

  • Practical tools and examples, workshop exercises and quality course notes
  • Identify and write directly for the target audience of the story
  • Write a media release (press release) that gives journalists exactly what they're looking for
  • Build a media release from scratch
  • Craft a captivating headline
  • Write news grabs or soundbites that are guaranteed to 'get run'
  • Create a media release that is compelling enough to get coverage or a request for an interview
  • Write a media release on any topic in two different styles
  • Maximise the impact of your media release and get it read!
  • Successfully distribute and leverage your Media Release into the market

What is the target audience?

  • This course is designed for people new to the field of marketing, communications or public relations and people who work in these fields but need to improve the success of their media coverage
  • Marketing & communications officers, who may not have been trained as journalists
  • Small business owners and smaller organisations that don't have dedicated media staff but desire to raise their PR profile

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: What you need to know before we start
Who is media master Warren Clarke?
Preview
04:54
01:50

This program is packed with practical tools, techniques, tips, and templates.

It will not be a fireside chat or just a talking head.

I will tell you, show you, explain for you every concept we cover. And you will walk away with practical, ready-to-use skills to develop, not just information on its own.

To get the most out of this course, you will need to do these 6 simple things:

  1. If you have access to a printer, print out the course materials either before you begin or during the program. Try not to read ahead, as I’ll work with you on every point and at every step of the way.
  2. Take notes and PAUSE as often as you like
  3. Consider how each tool, technique, formula or example relates to you. Ask yourself as we go, “How could I apply this in my world, to my situation or my work.”
  4. Keep your notes and refer back to them later.
  5. Practice what you learn.
  6. Always Remember that EVERY MESSAGE COUNTS.
01:15

You need to be clear about who the target for a Media Release really is.

One size doesn't fit all.

Section 2: Understanding News and what’s Newsworthy
03:43

Media Releases are still the #1 attractor for generating brand new news stories.

This lecture explains their purpose and target reader.

02:53

This lecture explains how to target and reach the RIGHT audience.

2 questions

It's important to understand at the outset your audience and your purpose.

Section 3: What is News anyway?: Generating compelling stories that become news
01:59

This lecture explains what compelling means and why it's important to your story.

03:08

This lecture explains the role of news and the people who create it.

We'll discuss how news differs from advertising and what you should have as your main objective in creating a Media Release in the first place.

12:14

This lecture reveals the 7 categories of news - the 7 different angles that journalists and reporters instinctively look for to be sure a story 'has legs'; that it is a strong enough story to be considered for media coverage or publishing.

Once you know these secrets, you'll have the ingredients you need to make your story and your Media Release compelling to the media outlets you're trying to engage with to get coverage.

There's a downloadable resource for this lecture which gives you this unique guide for assessing the weight of your story.

Section 3 Quiz
4 questions
Section 4: How to build a Media Release
07:18

This lecture explains the key characteristics and components your Media Release MUST HAVE.

1 page

This course note explains the core components of a Traditional Style Media Release and how to structure the components into a complete, concise and compelling Media Release.

05:48

In this lecture you'll discover the two key Media Release styles you can choose from - the Traditional Style and the Statement Style.

I'll outline each one, its purpose, use and how to create it.

04:33

This lecture explains the purpose and power of good Media Release quotes. Also referred to as grabs or soundbites, they are the glue that holds your story together, that personalise it, and that truly connect your story with your audience.

04:15

There are 10 Top Rules for news and Media Release writing.

These rules are explained in this lecture.

Section 4 Quiz
4 questions
Section 5: Now it's your turn!
07:29

It's practice time!

In this lecture, I'll walk you step by step through creating your own Media Release.

You will use the templates, tips and skills you've already learned and apply them to creating a Media Release based on a workshop scenario provided, or on your own topic.

Download the Workshop Scenario resource attached to this lecture and we'll work through the steps of creating your own Media Release.

We'll pause at each point along the way, and over this and the next lecture, you'll be producing your own one-page story sample, ready for editing and review before sending it to chosen media outlets - just as you would with a 'live' issue/opportunity.

02:45

Part 2 of our step by step practical workshop.

1 page

Now evaluate your work using this valuable checklist.

2 pages

Compare what you've created against these expert-written examples.

How did you go? Is your Media Release compelling? Are there some ideas in these examples that you could use to improve your future Media Releases?

Section 6: Maximising the impact of your Media Releases
1 page

A summary list of the ultimate Do's and Don'ts to refer to in creating your future Media Releases.

Section 7: Getting your story Out There
03:50

Once you have your Media Release well crafted, reviewed, polished and ready, what do you do with it?

This lectures explains who and how to send it and how it is dealt with and evaluated by the receiving media outlets.

06:45

The news media landscape has changed dramatically in recent years.

You need to understand how the various media both compete with, and complement, each other, and how to use more than one media avenue to create interest, coverage and momentum for your story.

Section 8: Closing thoughts and Bonus material
Conclusion
01:01
Bonus Material: Top 50 Do’s and Don’ts of Dealing with Journalists
2 pages
Bonus Material: Everything you need to know about Handling the Media
62 pages

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Instructor Biography

Warren Clarke, Media and Communications Expert, Trainer, Consultant, Coach

Warren Clarke is a communications trainer, adviser and coach to business, community and political leaders. He teaches leaders how to improve their communication skills, audience connection and reputational credibility.

He has more than 30 years of experience as an award-winning journalist, broadcaster and news producer, trainer and corporate consultant, and has worked with global companies such as Virgin, Bechtel, BHP Billiton, Pepsico, PricewaterhouseCoopers, Rio Tinto, Shell and News Limited, as well as major government agencies and non-profit organisations.

As a recognised expert in the fields of crisis leadership, reputation management, corporate communications, public speaking, media relations and journalism, Warren believes everyone is a communicator and every message counts, in business and in life. He cuts through the theory and mystery of good communications to give you highly practical tools to speak, write and connect with power and credibility.

Never before has Warren's expertise been available online. Now, exclusively through Udemy, you can receive the same expert training Warren provides in person to CEOs, corporate executives and political leaders, at just a fraction of the price.

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