How to write press releases and stories that get published

Writing for the media is a vital skill for anyone working in communications. This writing for the media training is for communications professionals who need to adapt texts from policy papers and reports to stories that get published in the media or on websites.

In this writing for the media training participants will:

  • Learn about news value – what makes a news story
  • Understand what journalists and editors look for in news – hard and soft stories
  • Practise adapting texts, reports, position papers to news
  • Learn how to structure press releases, features, case studies and blog posts
  • Learn how to edit and proofread writing
What to expect

We will look at best practice examples of organisations that write effective news from their activities and events. There are many good examples of EU trade associations and organisations that write very readable news from policy papers and there are examples of poor writing.

We then take this learning and practise writing stories with news value for your own organisation.

Writing for the media – course content

Messages and target audiences

  • Expressing  the right core messages in copy
  • Choosing strong angles to grasp media attention
  • Headlines – strong headlines that get attention

Writing and drafting

  • Clarity and brevity
  • Appropriate tone, technical level and formality
  • Execution: clear, bright and engaging copy
  • Proper grammar usage

We will practise drafting your activities into news stories and then assess the likelihood of these being published.

In-person and online

In- person: We bring people together in groups at your office.
Webinars and online coaching: We run webinars for groups and online follow up coaching for individuals.
Online learning: We provide learners with online reading materials, tasks and cheat sheets.

Follow up training

We can tailor a programme to include our more specialised writing courses – Writing for the Web and Writing Position Papers.

For more details and a quote please contact us

Tel: +32 (0)473 39 18 90 or at