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  PR writing for digital and print

The PR writing e-learning course from ContentETC gives you everything you need to know about public relations writing - how to write press releases that will get you noticed; a press release writing checklist; effective PR emails; case studies, contributed articles and features; PR profiles and social media PR - all wrapped up in one interactive online training course.

Both print and online writing skills are covered and you have the option of getting one-to-one feedback on your PR writing from our expert tutor.

Read reviews of this e-learning course

Suitable for:

Anyone who wants to gain PR exposure, coverage and a higher profile for themselves, their organisation or business or local event; or for PR executives working on behalf of clients. 
Ideal companion to our Top 20 grammar mistakes and how to fix them and Proofreading for digital and print courses, if you need more of the basics.  Once you've done the PR writing course, you might also want to go further into Writing for the web, Feature writing for digital and print media or Blogging.
You will learn:
  • How to plan and target your public relations writing
  • The POWER © method for foolproof PR writing
  • The secrets of an effective press release
  • The information to include, and how to present facts and figures
  • How to profile your target readers and online audience
  • The questions you need to answer in your PR messages
  • About profiles and why you should focus on them
  • How to manage and present your experts or PR spokesperson
  • How to use PR emails to maximise the impact of your message
  • Why journalists and reviewers love case studies
  • How to create a PR targeted feature or contributed article
  • The best ways to manage and exploit social media for PR value

...and much more.

Looking for an in-company course?


Ask your tutor

The beauty of e-learning is that you can do it at a time and place to suit you.  But you won't be alone! 

Your trainer will talk you through the key points to improve your skills and knowledge, and at any time during your e-learning course, you can email your course tutor with any queries or comments.

.Course content includes
 The objective of all PR writing
 Getting coverage
 Directly by publishing your words
 Indirectly by influencing journalists and editors
 Common to all PR writing
 Writing clearly
 Putting your main point at the top
 Being aware of your readers
 Being aware of the media: on paper, online, on radio, on TV
 Proving your argument
 The POWER © method explained
 Plan - cause, audience, key words, angles
 Organise - into a pyramid from top to bottom
 Write - simple sentences, strong paragraphs
 Evaluate - structure right then language right
 Rewrite - implement the changes
 Who your readers are
 Gatekeepers to the wider world of readers/visitors/listeners/viewers
 Very critical readers
 Overwhelmed and often dependent on PR sources
 Not well organised
 Want to write/present a story quickly
 What your readers want
 Instant expertise
 Deadline driven
 New trends and issues
 The questions your readers will ask
 Who?  The players
 What?  The actions
 When?  The timings
 Why?  The reasons
 How?  The methods
 Where?  The locations
 So what?  The significance
 Your "objective" readers
 Journalists and the myth of objectivity
 Seeing your writing as partisan or biased
 The need for evidence and other voices
 Press releases
 The purpose of the press release
 Winning coverage
 Keeping in the eye of journalists
 Prompting contact
 Combating the noise of the competition
 Your press release checklist
 Strong hook and headline
 Explanation in the standfirst
 Grab in the intro
 Keep the pace going with characters and colour
 Give the essential background
 What  makes a poor release...
 Developing your release from most to least important facts/events
 Making each new topic a paragraph
 Bringing speaking people into the release
 Bringing the story on with colour and evidence
 Using quotes to powerfully communicate benefits
 Good and bad use of quotes
 Applying the basics to all types of PR writing
 What to use them for, ie media alerts, launches, surveys, etc
 Making the subject line interesting and relevant for the reader
 Making them personal, not generic
 Expanding on the subject line
 Giving some proof or a quote
 Offering more for responders
 Case studies
 Reporting on user experiences to provide evidence or proof
 Structure: Headline, Abstract, Body, Contacts
 Don't just describe: show a real solution
 Contributed articles
 Fitting the style of the publication or website you're contributing to
 Features: a longer analysis of developments
 Opinion pieces: getting over an argument and giving proof points
 Getting across the character of an organisation or person
 Adding essential colour
 Social media
 Contributing to social media - the right form for the right media
 Using each social media for what it does best
 Blogs: for comment
 Twitter: for alerts
 Facebook: for small intimate groups
 Linkedin: for connections
 Wikipedia: for profiles of organisations, people and explaining terms
 To check your understanding of the theory, during this e-learning course you will be quizzed on all aspects of PR writing.
.Top tips and checklists
 Handy tips and checklists at key stages of the course.  These cover vital topics including: changing the description of the company/organisation at the end of the release to include what it has done recently; thinking of the email subject line as the headline; rewarding the journalist who replies with more information which is exclusive to them and much more.
.Feedback from the trainer
 Our expert trainers are here to provide you with invaluable one-to-one feedback on your progress.  Email your work and the trainer will supply you with individual guidance, comments and practical suggestions.  Then, once you've improved your work, the trainer will appraise your revised content and provide a second set of constructive comments.  This unique feedback really brings your e-learning to life and makes sure you have truly grasped - and applied - all of the key principles.
Timing: You can dip in and out of this e-learning course as often as you like.  It should take you approximately 2-3 hours in total to complete.  You can work at your own pace and go back at any time, to any part of the course.

If you have any queries, we’d be delighted to help, just email us.

Please note that this course is intended for speakers of English.


PR writing is £155 + tax per user * which gives you full unlimited access to the course for one month and personal one-to-one trainer feedback.

If you want the course on its own, the total price is just £105 + tax per user which gives you full unlimited access to the course for one month.

If you want personal trainer feedback at a later stage, you can request it then for only £60 + tax.

* Discounted rates for multiple users are available.  The discount applies to this course or a mix of e-learning courses.


You can:

. Buy this e-learning course now

. Try e-learning before you buy

. Meet the trainer, Richard Sharpe 

. Email us to buy this e-learning course or discuss bringing it into your company for multiple e-learning users

. Find out more information on tailored face-to-face training


If you would like to receive a Certificate when you have completed your e-learning course, please just let us know and we will arrange for one to be sent to you.


About us

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ETC is the UK's leading training provider for professionals working in media, marketing services, PR and corporate communications.  We provide training for maximising your media, communications, print and digital content. 

We give you a totally flexible approach to your learning and development, both in content and delivery.

Call us on 00 44 (0)1428 722105 to see how we can help you and your staff.  Read more...

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Learn direct from the best in the industry.  Our consultants, trainers and writing specialists are all experts in their field, and work with Europe's leading media owners, publishers and content providers to improve skills, efficiency and creativity.  Read more...

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Please let us know if you want to learn more about our e-learning or tailored in-company training.

You can email us or call on 00 44 (0)1428 722105 to discuss your needs in more detail.

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