Press Releases: Woo Editors and Wow the Public in the Digital Age

Course Duration: Approx. 6 hours
Lesson Duration: Approx. 60–90 minutes

Note: The prices below are for this module only. The price of the entire course is $699 for PRSA members and $799 for nonmembers.
Full Price: $249
Members: $199

Category: Writing

Part two of the four-part e-learning course, “Writing Skills to Increase PR Reach and Results,” this module offers detailed, skill-building techniques to create compelling communications materials.

“Press Releases” is focused on press writing techniques that address the needs of journalists and your organization’s management. Lessons include:

  • News Releases (Part I): Proper Purposes and Changes
  • News Releases (Part II): Achieving the Proper Tone
  • Mapping Strategy (Part I)
  • Mapping Strategy (Part II)
  • How to Organize a News Release: Seven Components of Every Press Release
  • News Release Leads: Concise and Specific
  • Quotes: Credible and Personable
  • How to Think About SEO When Writing Releases
  • Other Common Formats: Backgrounds/Case Studies and Op-Eds

Looking for additional online training? Also available are 60–90 minute live or on-demand webinars providing convenient access to expert tips, tools and resources on a variety of topics. View full training calendar.

Questions? Please contact


Michael Smart, principal, MichaelSMARTPR

Photo of Michael Smart

Smart has been landing top-tier coverage for 15 years. He also has trained more than 7,000 communicators across the globe on how to boost their media and blog placements, including pros from Allstate, Disney, Verizon, Hilton, Honda, Edelman and many other organizations, large and small. He has been among the top-rated presenters at the PRSA International Conference three times.



Participants with the APR credential earn 1.0 APR Maintenance Credit for each completed module of this course.