How to Write Media Releases

Get the right publicity and build your brand

This course is ideal for: Anyone who wants to write effective media releases

You’ll discover:
The right way to structure a media release
The information and quotes journalists/editors want from you
How to adapt your release for different markets (and get more exposure)
Proven templates and guides for you to follow
How to maximise your chances for success
And much more.

“The information was easily digested and I was impressed by the amount of support material provided. I will find these downloads very useful in the future.”
– Rod Schultz, How to Write Media Releases graduate

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Key information
Key information:
This is an online self-paced course
Duration 1 This is an online self-paced course

Your 12 months' access begins straight away

Your 12 months' access begins straight away

Course Creator:
Valerie Khoo
Course Creator:
Valerie Khoo


For immediate release…

  • Do you want to get more media exposure?
  • Wondering why your current press releases aren’t working?
  • Want to learn a new skill you can offer your clients?
  • Would you like to get your story on TV and radio?

One of the best ways to build your brand is through the right kind of publicity. And that typically means dealing with journalists, editors and content creators. It’s about getting them interested in your product, service or message so that they cover it.

Whether it’s magazine coverage, mentions in the newspaper, an interview on radio or TV, or appearing in an online publication, you need to present your information in the right way – with a media release that grabs attention.

A well-written media release can do wonders – resulting in countless media mentions. However, a badly written release can do damage to your reputation and make you appear like an amateur. Ensure you get it right with this online self-paced course, How to Write Media Releases.

Included in this course:

  • The fundamentals of media releases: how and why they are used.
  • How to tailor media releases to different outlets.
  • Determining the ideal angle for the story.
  • Understanding what journalists and editors want to see.
  • The supporting material or research required.
  • The ideal structure for a media release and essential elements.
  • Templates for different types of media releases.
  • What you need to write in your accompanying email.
  • What photography (if any) will help your release get picked up

And much more.

Sneak peek into what you get

I found the course incredibly practical, helpful, and easy to work through. I loved Valerie’s no-nonsense tips and behind-the-scenes advice about what journalists and the media are looking for.

“Within 24 hours of finishing the course, I had written my media release and sent it to 14 media outlets, taking onboard many of the tips and suggestions that Valerie made in the course.

“I have to say I was completely amazed by the results. Within one day of sending my media release, ABC’s Triple J called to interview me. And the biggest LGBTQI online news site in Australia also published my media release on its front page. I’ve since written another one using the templates provided and my story was featured on and Mamamia.

“I was so thrilled by the incredible results I got from one media release. I’m now feeling excited and looking forward to writing more media releases.

Clinton Power – Director of Clinton Power + Associates

“I followed Valerie's advice 100% to set myself up in building my profile through the media. This has resulted in coverage in Sky News, The Daily Edition, New Zealand Morning Show, and Kochie’s Business Builders where I’m now their resident expert on time management. It's pretty simple – just do everything Valerie tells you to do!”

“My profile has increased and I have directly won business from the coverage, including paid speaking engagements.”

Kate Christie, Founder and Managing Director,
Time Stylers

How our “self-paced courses” work

This is one of AWC’s 35+ “self-paced” online courses. But what does that mean? Allow us to explain:


Q: Who is this course for?
A: It will suit many people:

  • Business owners and thought leaders who want more publicity
  • Anyone responsible for the publicity of their organisation
  • Copywriters and content writers looking to add a new service to their repertoire and offer this to clients
  • PR and marketing professionals who want to master the media release
  • Technical or sales people who work closely with marketing teams
  • Absolutely anyone with a message to share with the world!

Q: What kind of templates do I receive in the course?
A: Included as part of the course, you will receive 11 easy-to-use templates, allowing you to create any type of media release at a moment’s notice. These are

  • The trends angle
  • Promoting an event
  • Celebrity endorsements or involvement
  • The seasonal angle
  • Major significance angle
  • Publicising you've won an award
  • Creating a “local” angle
  • Launching a product
  • Celebrating a milestone in your business
  • Reacting or responding to news
  • The media alert

Q: Who created and presents the course?
A: This course has been created by Valerie Khoo, who has worked in both PR and journalism. She regularly facilitates workshops on how to write media releases and helps companies equip their teams with the right skills so that they can master the media game themselves.

Valerie was formerly a senior consultant in a national public relations firm, wrote for Fairfax for 15 years and had a regular column in The Sydney Morning Herald and The Age for seven years. She also runs media training workshops and is author of the book Power Stories: The 8 Stories You MUST Tell to Build an Epic Business.

In her unique and effective approach to teaching, she provides incredibly practical advice that you can use immediately.

Q: How is the course structured?
A: Each course module builds on the one before – with learning via a healthy mix of video and handouts. As well as theory, you'll be supplied with practical failsafe templates you can begin using immediately – across a range of scenarios and angles.

By the end of this course, you will have drawn on Valerie’s 20+ years of media industry experience to equip yourself with a powerful skill so that you can get more publicity and coverage in the media – for yourself, your brand or your client.

“We’ve had hundreds of thousands of dollars of media coverage from sending media releases. As a mentor to many business owners who want publicity, I know that many of them fall down when they try to get media coverage because they don’t know how to cut through to get a journalist interested in their story.”

“This course breaks down exactly what you need to do and provides real life examples you can model. The lessons are clear and succinct – and the templates are so easy to follow. It takes the guesswork out of writing media releases.”

Suzi Dafnis, CEO, HerBusiness

“I regularly refer to what I learnt from Valerie to craft my message for different target audiences and readerships. As a result, I’ve been featured in several articles in The Sydney Morning Herald/The Age, been featured in Mindfood magazine, interviewed on SKY News Business and much more.”

Cian McLoughlin, CEO, Trinity Perspectives

Key information
Key information:
This is an online self-paced course
Duration 1 This is an online self-paced course

Your 12 months' access begins straight away

Your 12 months' access begins straight away

Course Creator:
Valerie Khoo
Course Creator:
Valerie Khoo


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