A comprehensive course for people who must communicate effectively with the press.

This online course gives you all the tools you need to write press releases that will deliver the correct information in the correct way. Everything from understanding your target audience to choosing the right style, dealing with responses and becoming a freelance writer

Course Details:
Modules: 6 Modules
Duration: 5 months
Course Fee: R2995
Start date: At any time; applications all year round
Student complete 9 writing exercises with one-on-one instruction from a tutor

Tutor:

 Fiona Walsh has an MA in Communications from the City of London University, and over 12 years of experience as a publicist. Previously she was senior account executive with international PR firm Grayling, based in Dublin, Ireland, where clients included Weetabix, Colgate and Mills & Boon. She has also been press officer for English National Ballet, head of press for the Royal National Theatre and director of press & marketing for Bermuda Shorts Film, all based in London.

Since moving to South Africa she has worked for David Barrett PR, where clients included Transnet and SAA. Subsequently, Fiona worked on a freelance basis for a range of clients, including the Market Theatre, David Krut Publishing, SABC3, MNet, Talk Radio 702 and Tourism Ireland. Fiona has also been a lecturer in public relations at Boston Media House, Johannesburg.

Admission Requirements:

• Students must be proficient in the English Language
• E-mail and Internet access required
• No previous tertiary qualification required

Curriculum:

Module 1: Getting started

• Overview of the publicity field
• What is a press release?
• Who are you writing for?
• What's the angle?

Exercise 1 - identifying target media and news angles for a press release (for feedback and assessment)

Module 2:

• Finding the right style
• The Inverted Pyramid
• The opening paragraph
• Five W's (& an H)

Exercises 2 & 3 - using the Five W's (& an H) model to draft an introductory paragraph (for feedback and assessment)

Module 3:

• Paragraph two
• Using titles
• Incorporating quotes

Exercises 4 & 5 - drafting a second paragraph and incorporating quotes into your release (for feedback and assessment)

Module 4:

• The closing paragraph
• Headlines and footnotes
• Layout
• Less is more - edit, edit and edit again
• The importance of credibility
• Proof reading & fact checking

Press release 1 - using the key building blocks to draft your own press release (for feedback and assessment)

Module 5:

• Issuing your press release
• Adapting your press release
• What happens next? Be prepared.

Press release 2 - adapting your press release to suit a variety of media
Introductory letter - drafting a brief letter or email to accompany your release
(both exercises for feedback and assessment)

Module 6:

• Images vs. photocalls
• Building up a strong portfolio
• Looking for work
• Freelance vs in-house PR
• Charging for work

Photocall notice - drafting a photocall notice for picture desks (for feedback and assessment)

How does the course work?
Detailed class notes covering the content of each module are e-mailed to students. At the end of each module, students will be required to complete one or two writing exercises. In total, the course includes five short writing assignments, all of which count towards the final result of the student. Students must also produce one photocall invitation (100 words approx.) and two press releases (450 words approx. each).

Once the writing assignment has been completed, and e-mailed to the lecturer, an assessment and feedback will be sent to the student, and the module will be considered complete.

Students can also participate in ongoing online discussions by posting comments about the materials covered in the course, as well as give feedback to students who have posted their pieces in the Discussion Forum. 

Conditions of Certification:

Students will receive the SA Writers' College Certificate upon successful completion of the course, provided they meet the following conditions:

• Students must have completed all 9 assignments (namely: 5 writing exercises, 2 press releases, 1 introductory letter, 1 photocall invitation)
• Students must have attained a minimum of 50% for both press releases
• The course must have been completed within five months of registration.
• Students are expected to attain a minimum average of 50% for the course

Minimum Estimated Time Commitment:

• Reading time: 3 hours
• Writing time: up to 10 hours
• Research time: up to 3 hours