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This course is ideal for marketing professionals whose responsibilities include PR writing and internal communications. Featuring a series of enjoyable and enlightening hands-on exercises, delegates discover how to produce compelling copy that helps promote and protect your reputation. We look at how press releases add value within the wider PR strategy, learn how to think like a journalist and identify the five key elements of a newsworthy story. Delegates learn how to write press releases that persuade without being too salesy. You’ll also learn how to create engaging employee communications that motivate people to take action. The course has lots of exercises for you to discover best practice, plus techniques that ensure you produce right first-time copy, saving you valuable time and making you more persuasive and influential.

Who should attend?

Typical delegates are in-house marketing executives and managers. The course is tactical and operational but with a strategic backdrop so that delegates understand the ‘why’ as well as the ‘how’. No prior knowledge is necessary.

Learning outcomes

• The six fundamentals of all good writing.
• Gaining a deeper insight into what motivates your audience(s).
• Why companies need PR.
• What journalists expect from press releases.
• Identifying newsworthy stories.
• Planning and writing persuasive press releases.
• Top tips for engaging employee communications.
• How to do great interviews that provide powerful stories.


“This course exceeded my expectations. David was a wealth of knowledge, engaging, took the time to get to know us and the course information was excellent. I will put into practice everything I've learnt today.”

Emma Otten Marketing and Communications Officer ASCERT

Course Dates

Start Date Duration Location
07 Dec 2023 1d Virtual
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07 Feb 2024 1d Virtual
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01 May 2024 1d Virtual
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Course Director

David Hare

David is a published author, executive coach and trainer. He created his own consultancy after a ten-year career in marketing, most recently as global PR director for €4.5bn multinational TNT Express. His portfolio of PR copywriting work includes DPD, Holland & Barrett, Veolia, Marston’s, GE, ABB and Barclays. David started his career as an academic, teaching at St. Andrews University, the Sorbonne and the OU. His first personal development book, The Buddha in Me, the Buddha in You – a handbook for happiness was published in February 2016 by Penguin Random House and a year later by Flammarion in France.


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