Course Details:
Modules: 6 lessons
Cost: $695.00
Length: Course can be completed at own pace: between six to twelve months
Registration: Online at www.nzwriterscollege.co.nz
Students must complete…
- 5 writing exercises (5 for assessment and feedback)
- 2 press releases suitable for issue
- 1 letter of introduction
- 1 photocall invitation
Admission Requirements:
- Basic writing skills are essential
- Computer skills, e-mail and Internet access required
- No previous tertiary qualification required
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.
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.
Course Curriculum:
Module One: 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 Two:
- 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 Three:
- Paragraph two
- Using titles
- Incorporating quotes
Exercises 4 & 5 – drafting a second paragraph and incorporating quotes into your release (for feedback and assessment)
Module Four:
- 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 Five:
- 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 Six:
- 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 an NZ 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 twelve months of registration.
- Students are expected to attain a minimum average of 50% for the course
Minimum Estimated Time Commitment:
The minimum time required to benefit from the course is roughly:
- Reading time: 6 hours
- Writing time: up to 15 hours
- Research time: up to 3 hours
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