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The reason the overwhelming majority of press releases end up in the bin is because they fail the so what test. So how can you avoid your press releases doing the same? The workshop breaks into groups to analyse a number of different newspapers, news programmes and news releases in an attempt to answer the vital question – what makes news? By the end of this session participants should appreciate that something is newsworthy if it:

WRITING

So you reckon your press release is newsworthy – even if only in the parish magazine? Then it’s time to put pen to paper. But where to begin? This section covers the following:

THE READING TEST

The best way of ensuring the clarity of your well chosen words of wisdom is to read them out loud. That’s right – in front of everyone else. After all, your release has got to pass journalistic muster sooner or later so it may as well pass the audience test right here, right now. By the end of this session you should appreciate that:

EDITING

So you failed the audience test? Time to get back to a hot typewriter. Ruthlessly cut out all the dead words. Put in new ones. Better ones. In a better order. Chucking out all those unnecessary exclamation marks!!!! Keeping the sentences short. And sweet. But. Not. So short. They are. Meaningless. By. The. End. Sorry. By the end of this session you should know that:

PROOOFING (Yes! The mistake is deliberate)

So you’ve done the editing. Time to read it out loud again. If it sounds good it’ll probably read well too. Proofing and getting others to read your proofs is the best way of ensuring the accuracy of what you’ve written. Better to pick up any mistakes at this stage than to see them committed to newsprint or broadcast on radio or TV or worse still have your story ignored because the journalist can make no sense of it. By the end of this little bit you’ll understand that:

You are probably the last person on earth to pick up your mistakes given that you made them in the first place.
Even if you do spot them you’ve sweated buckets to get this far and you’re not about to screw up yet another sheet of paper.
Perhaps someone else is a better judge because of their distance from the subject. Just ask them to be gentle with your fragile ego.

SENDING

Anything survived the proofing process? Or has it all disappeared beneath your ex-best friend’s heavy red pen? Assuming something remains, who are you going to call? Send off your well written, excellently edited and perfectly proofed piece willy nilly and you’re almost bound to be disappointed. Don’t be. Target it. By the end of this session you should know:

FOLLOW UP

Should you ring the journalist to check your press release has arrived? Or just sit and worry? What exactly is the etiquette? And might you alienate a potentially helpful reporter by pester power? Some sound and practical advice.

IMPROVING

Things can only get better. Now where have we heard that before? How to increase the chance of your story getting published without selling your soul to the devil.

WORKSHOP FACILITATOR

Your facilitator will be the BBC broadcaster, Richard Uridge. With a wealth of experience in presentation, journalism, production & direction, training & consultancy, Richard has been leading our Media and Communication workshops for the past 15 years. Should you wish to find out more about Richard, ACM Training's clients, our training programmes or productions, please return to the home page of our website, to make your selection.

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