Press release writing and media pitching course

Learn how to write press releases that won’t be deleted

Most press releases and pitches are ignored almost immediately – and I know this from personal experience.

After all, I used to be the editor that people would pitch to. After working as a magazine editor for five years, I spent 10 years at The Sydney Morning Herald where I edited almost every section, covering travel, lifestyle, health, science, IT and entertainment.

In other words, I’ve seen it all and know what works – and what doesn’t.

After completing this course, you’ll have the skills and knowledge to easily and quickly write a great press release (and if you use AI, this course will show how to elevate your releases so they still stand out from the hordes of other AI releases editors receive).

The course also gives realistic, honest advice on how to pitch your story ideas to the media.

Public press release writing and media pitching course – half-day webinar

The next course will run from 9.30am to 12.45pm AEDT on Tuesday 24 February.

Only 8 places are available to ensure everyone can feel comfortable enough to participate and receive feedback. Tickets cost $300 (plus GST).

Digital handbooks and certificates will be given, in addition to a recording of the webinar.

Custom press release writing and media pitching training for your staff

I provide staff training across Australia and New Zealand for marketing, comms and PR teams that can be run online or on your premises.

The training can be customised to suit you – and to make it as relevant as possible, exercises and examples can even be based on your own press releases (we can also workshop your upcoming pitches and press releases if you’d like).

Ask for more information

What does this press release and media pitching course cover?

This lively and enjoyable course will show you how to get across your message – and to stand out from the hundreds of other pitches that editors see daily. It covers:

the different kinds of stories editors look for
choosing the right angle for your release – and how to connect your key message to that
crafting an intro for your press release that will grab an editor’s attention
what to put in – and leave out – of a media release
how to structure, write and format a press release
the common mistakes most people make when pitching – and how to avoid them
writing compelling email subject lines and headlines
how – and when – to follow up an email
what images, contact details and other key information editors need
calling editors and journalists.

The course is highly practical and filled with plenty of exercises.

Who is this press release writing course for?

This workshop is ideal for those in:

public relations (PR)
small business
marketing and communications.

In other words, if you need to pitch a story to the media, this course is for you.

It’s also suitable for all skill levels, whether you’re new to pitching or would like a refresher –after all, even highly experienced PR professionals get a lot out of this, as it offers some fresh approaches to making pitches more effective.

Ask for more information

"I've had similar training before, this workshop was the best of them. I enjoyed the interaction, informal presentation and Dan's anecdotes. The first-hand experience from a professional journalist is very valuable."
Nicole Brackenreg – Department of Education, Queensland
"Loved how engaging it was. Appreciated your honesty as well as the insights into the journo industry. Thanks for sharing your knowledge!"
Ella Mueller – Eleven PR
“Educational, empowering and engaging. This has given me a lot to think about – not just for media comms, but for all my writing. I appreciated the humour in the delivery too.”
Lydia Griffiths – Department of Justice and Community Safety
"Dan was a wealth of knowledge and has done a fantastic job of shaking up our team's approach. I feel confident that we will put these learnings into practice."
Phoebe Angelatos – ACT Emergency Services Agency
"Loved the honesty and transparency – refreshing for someone to tell us how it is. Definitely trust your knowledge and insight given your journalism background!"
Jayda Galvin – FleishmanHillard PR
"Very useful workshop – highly recommended. Dan was very professional and questions and answers were welcomed. Nice and relaxed environment."
Ciarne Denham – Jaywing
"Thanks Dan, loved your workshop. Really appreciated that you found some recent examples of our work, it helped ground your advice in a very practical way."
Emily Schade – Australian Health Practitioner Regulation Agency (Ahpra)
"I really enjoyed the session. It got into the finer details and gave the inside scoop that we wouldn’t otherwise have. Certainly made me curious about trying some new approaches in my pitching."
Lauren Coskerie – Western Sydney University
"The course was very insightful. I found myself restructuring my pitches and releases today. Thank you."
Bella Temelkovski – Sweaty Betty PR
"Loved learning how to cut my sentences and work on structure. Particularly good to get some tips for media releases and sending to journos. Great exercises to actually put theory into practice."
Amelia Quenby – Tonic PR
"Great workshop! It was very helpful to get an insight into how editors and journos respond to pitches."
Mond Liu – The Atticism

Dealing with Grumpy Editors – the book

Dealing with Grumpy Editors explains what does and doesn’t work when it comes to pitching story ideas and press releases to the media.

It covers:

- how to write press releases that will grab an editor’s interest
- how to pitch stories
- the danger of offering exclusives
- the real reasons why some stories don’t make it to press
- understanding what makes editors tick
- what information editors and journos need from PR
- what to do – and not do – when calling an editor
- what should be on a PR’s and client’s website
- how to handle media requests
- interviews (and how to give good quotes)
- PR damage control tips.

Price: $4.99 for the ebook and $16.50 for the paperback

Buy Dealing with Grumpy Editors on Amazon

“This is required reading for any newsroom or PR agency.”
Colin Kruger, business journalist at The Sydney Morning Herald
“An insightful and honest read and I liked that it was funny as well. I hope more people (especially CEOs and general managers) read it.”
Cheryl Ng, director of public relations,The Ritz-Carlton, Millenia Singapore
“This book should be required reading for all PRs, marketeers, ad people who are thinking of hiring PRs, all junior journalists and all clients who have PRs.”
Emma Gardiner, editor and freelance PR
“Dealing with Grumpy Editors had me laughing out loud – and despairing. This should be compulsory reading for all in the industry.”
Georgia Macmillan, public relations consultant