Write Press Releases that go into print, not into the dustbin

Every newsroom in Ireland receives dozens, sometimes hundreds, of press releases each day. Most of these are destined straight for the dustbin, while others make it straight into print or over the airwaves. The difference between them is that a successful press release has the journalistic qualities of accuracy, clarity, and directness – qualities that appeal to the professional instincts of media people.

These same qualities are at the heart of a one-day practical training course – Sharpen Your Press Release Writing Skills – run by High Performance Training. The course is designed for people in business and administration, and is based on the twenty years media experience of journalist and broadcaster, Michael Comyn.

The principal aim of the course is to instruct participants on how to raise their chances of publication or broadcast by producing press releases that media organisations recognise as valid, informative, insightful, and of genuine interest to readers, listeners, or viewers.

Formatting, word usage, follow-up protocols, writing catchy headlines, and targeting the right media for your message are just some of the techniques applied. The priorities and preferences of journalists are explored and explained, and participants learn why some releases hit the mark while others are destined for oblivion.

Loretto Mara, managing director of High Performance Training, says the Press Release is a narrow, short-lived opportunity to engage with journalists who may not even be aware of your existence. “There are no second chances, so it’s vital that what you say, and how you say it, gives you the best possible chance to grab the media’s attention”, she says.

The course places an emphasis on practical instruction and is presented by Michael Comyn.

For further information: Loretto Mara

Tel. 01 853 2215
E-mail:loretto@highperformance.ie
Web: www.highperformance.ie

*High Performance Training provides a range of business and administrative solutions, including media/PR, management development, speech writing, voice training, business writing skills, project management, stress elimination, conflict resolution, and people management

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