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!
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:
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.
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:
You need to be clear about who the target for a Media Release really is.
One size doesn't fit all.
Media Releases are still the #1 attractor for generating brand new news stories.
This lecture explains their purpose and target reader.
This lecture explains how to target and reach the RIGHT audience.
It's important to understand at the outset your audience and your purpose.
This lecture explains what compelling means and why it's important to your story.
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.
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.
This lecture explains the key characteristics and components your Media Release MUST HAVE.
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.
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.
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.
There are 10 Top Rules for news and Media Release writing.
These rules are explained in this lecture.
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.
Part 2 of our step by step practical workshop.
Now evaluate your work using this valuable checklist.
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?
A summary list of the ultimate Do's and Don'ts to refer to in creating your future Media Releases.
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.
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.
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.