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How the press works
• The structure of modern media
Press and PR
• PR vs advertising
• What are the advantages of PR?
• Examples of effective press releases
• Understanding common media terminology
What is the press looking for?
• What makes a story newsworthy?
• Which publications to target and when to target them
• Paper press releases and digital press releases
Writing press releases
• Following a standard press release outline
• Getting the timing right
• Writing a good lead paragraph
• Writing the body of a press release
• The recap
• Structuring a press release to make information easily accessible |
Content
• Selecting newsworthy information
• Writing attention-grabbing headlines
• Presenting facts
• Adding a human interest element
• How to dilute negative information
• Using photographs effectively
Understanding your target audience
• Tailoring your press release to your audience
What makes a successful press release?
• Ten tips to increase media coverage
• The press release checklist
Building press contacts
• The importance of one-to-one relationships
• Useful resources
Questions and answers |
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