The Perfect Press Release – and how to get it read.

An evening workshop for small businesses by Serena Fokschaner
29th January
or 19th March 2013,
Albion Ventures, 1 King’s Arms Yard, London EC2 7AF. (City of London)

 Design and interiors journalist Serena Fokschaner offers an insider look at the two most challenging aspects of public relations: writing a release and then ensuring that it gets read by bloggers and journalists.

As a busy writer for titles that include The Telegraph, Homes & Gardens, Angels & Urchins, BBC magazines and Selvedge, Serena has interviewed scores of small business owners so she understands first-hand the challenges of getting your story in to the media.

Instead of the generic how-to tips you can read in books, Serena has based her seminar on interviews with leading journalists so you can expect up to the minute information on topics that include:

How to present your release.

The do’s and don’ts of release writing and sending a release.

How to get the attention of journalists in an increasingly busy world.

Packed with hand outs and practical tips, the session also includes a fun, useful exercise designed to help you write your story in a direct, informative style. After the session you will receive individual feedback on your writing skills.

 The skills and techniques you will  learn on the course – from the importance of the pithy first paragraph to choosing the right images – can also be used for marketing and writing your website.

 Since launching the seminar Serena has addressed a score of small business owners alongside members of the British Institute of Interior Design, The Portman Estate, Morley College and The Prince’s Trust where she is a business mentor.  You can read testimonials from recent attendees on her website.

When?  Tuesday, 29th January or Tuesday,  19th  March,  from 6-8.30 pm. Coffee, tea, home-made fare and inspiring co-attendees included!

Where?  Map:

Costs ? Usually £85 but Serena is offering a discounted price of £70 to members of Hidden Art.

For more information and to book contact:  Website:

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