Training
New
This training is held in German.
Press releases are still one of the most important tools in media relations. But many disappear unread in the mailbox - because they are too promotional, miss the point or do not add any real value. That doesn't have to be the case. In this compact workshop, you will learn how to write press releases that interest journalists - clear, relevant and so good that they are readily accepted. In addition to learning how to structure a convincing press release, you will also learn how to prepare relevant content in a professional manner - comprehensible, precise and target group-oriented. We will also show you how to use AI for text optimization and where its limits lie.
Contents
The basics of press relations
- Aim and function of press releases.
- What interests editors?
- Current studies: What journalists want.
- Advertising or journalistic thinking?
The topic
- How do I find relevant topics?
- News value and media relevance.
- Think and write in a reader-oriented way.
Structure of a press release
- The pyramid model: from the most important to the detail.
- The 7 W questions.
- Formal requirements and text structure.
Strategic basis
- What does a press release have to do with corporate strategy?
- The role of key messages.
Language style and text design
- The attention-grabbing headline.
- Write clearly, concisely and comprehensibly.
- Journalistic conventions and tricks for more reading pleasure.
- Dealing with quotations.
Writing exercises
- You write your own press releases - on topics you have brought along or provided.
- Your texts will be analyzed, optimized and sharpened together in the workshop
Use of AI
- You learn how AI can help you at work.
- We talk about different AI tools.
Sending press releases
- How do I send my press release?
- Shipping methods and tools.
Learning environment
In your online learning environment, you will find useful information, downloads and extra services for this training course once you have registered.
Your benefit
- You will learn how a press release works journalistically.
- You know how a press release is structured.
- You will learn how to place messages strategically and with editorial relevance.
- You are familiar with what a headline should look like.
- You are familiar with how a "lead" is structured.
- You discover what the journalistic "Ws" are all about.
- You will be able to formulate a snappy headline.
- You improve your ability to create a good lead.
- You will receive practical tips on how AI can help with text creation and editing.
- You will be made aware of the expert knowledge you need to bring as a "human in the AI loop".
- You will gain valuable expert knowledge on how to integrate quotations smartly into the text.
- You will get an answer to the question of what a disclaimer is and what other information can be placed.
Methods
Training with a very high practical component, trainers, lots of writing, text analysis and editing exercises, constructive feedback from the group.
The following third-party tool can be used in the event:
Recommended for
The workshop is aimed at communications professionals, PR newcomers, employees in press offices and those generally responsible for public relations and corporate communications, PR consultants and anyone who wants to write better press releases. But also for managing directors who are responsible for managing their company's communications.
Further recommendations for "The perfect press release - power workshop with AI"
Joint online training
Start dates and details
12.02.2026
Live-Online
Booking number:
42082
€ 790,- plus VAT.
€ 940.10 incl. VAT.
Course
zoom
Days & Times
1 day
Limited number of participants
Thursday, 12.02.2026
09:00 am - 5:00 pm
17.04.2026
Live-Online
Booking number:
42082
€ 790,- plus VAT.
€ 940.10 incl. VAT.
Course
zoom
Days & Times
1 day
Limited number of participants
Friday, 17.04.2026
09:00 am - 5:00 pm
15.07.2026
Live-Online
Booking number:
42082
€ 790,- plus VAT.
€ 940.10 incl. VAT.
Course
zoom
Days & Times
1 day
Limited number of participants
Wednesday, 15.07.2026
09:00 am - 5:00 pm
Booking number:
42082
€ 790,- plus VAT.
€ 940.10 incl. VAT.
Details
1 day
Limited number of participants
Booking number:
42082
€ 790,- plus VAT.
€ 940.10 incl. VAT.
Details
1 day
Limited number of participants
No suitable date?
You are welcome to be notified by e-mail as soon as new dates are released.
Please note: We use third-party tools for selected events. Personal data of the participant will be passed on to them for the implementation of the training offer. You can find more information in our privacy policy.
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