If you would like to experience this masterclass in our exclusive Physical or Hybrid format,
please get in touch with us at production@marketing-interactive.com


Beat the Inbox: How to Write Impactful Media Releases

How to create subject lines that jump out of the editor’s inbox, excite the media to share your message, and leave them wanting more.

USD 399 (Early Bird – Register by 7 Jun)
USD 499 (Standard – Starts from 8 Jun onwards)

Choose from our available dates:

8 Jul 2021

9am to 3pm (GMT+8)

30 Sept 2021

9am to 3pm (GMT+8)

4 Oct 2021

9am to 3pm (GMT+8)

Course Introduction

Beat the Inbox: How to Write Impactful Media Releases

How to create subject lines that jump out of the editor’s inbox, excite the media to share your message, and leave them wanting more.

The low cost of issuing a press release digitally means there’s more competition than ever in editors’ overcrowded mailboxes.

“I delete most releases after about 0.5 seconds spent on the subject line,” confesses Derek Thompson, an editor at The Atlantic magazine. On top of that, only 3% of journalists say they rely heavily on press releases, and 30% rely ‘somewhat’ on them.

So is writing media releases even a game we want to be playing? YES! If you understand what your REAL job as a communicator is (and the answer to that will not only surprise you, but could transform your professional career prospects).

Pop-psychologist and best-selling storyteller Stu Lloyd has handled PR for clients such as Microsoft, Adidas, Christian Dior, Perrier to help unleash the power of their media messaging, and worked with storytellers from Adobe, Astro, Accor, and Discovery Channel to create impactful digital content.

Virtual Masterclass Format


5 hours of intensive LIVE masterclass session


One (01) hour of One to One coaching session with Trainer post masterclass


Training slides, handouts and materials


What Clients Are Saying

Stu has succinctly summarised heavy copywriting techniques into bite-sized fun bursts of knowledge! I was immersed in the entire experience and took home practical skills.

– Senior Executive, Temasek Polytechnic

Stu created a streamlined masterclass that really enlightened me on the art of copywriting. Very satisfied with the engaging content and concise explanation

– Senior Creative Writer, Arturn Communications

Stu is a great and highly recommended trainer. Learnt new tips even though I have been in communications field for close to 20 years. The session was very good and appreciate the different approaches to copywriting.

– Associate Director, Advancement, Singapore Management University

Great! Best course I have taken so far. Stu is an expert in his field. 10/10!

– Director, Pfizer

Fantastic! Inspiring, fun, practical – some of the best training in my 25-year career. What Stu does so well is combine psychology research and present it in a way that is meaningful for everyone. That’s his magic dust.

– Managing Director, IPSOS, South East Asia

This course is a great facilitation and sharing of knowledge on copywriting by the trainer, easy to follow and practical. This course makes me feel as if I am an established copywriter. The theoretical part of copywriting is balanced with the practical part of it, especially to a beginner in copywriting like me

– Business Development Executive, HDAP Consulting Malaysia Sdn Bhd

This course was very useful, gave an understanding on neuroscience which allows us to apply it in copywriting. Stu cited extraordinary case studies to get inspired from. This course definitely will help me in crafting copy for my primary audience and help to connect with them

– Assistant Head, Corporate Communications, Tripartite Alliance Limited

Very inspiring and engaging teacher with highly positive energy. I learned a lot!

–  Senior Consultant, APAC, Hootsuite.

You have transformed the team in a day!

– Director O&D, Asia Pacific, Colgate Palmolive.

Your workshop helped me to cut through the clutter of information and data to find the real story.

–  Marketing Director APAC, Adobe.

The Trainer

Stu Lloyd

Chief Hothead, consultant and training director
Hotheads Innovation Limited

Stu Lloyd has operated at the intersection of creativity and commerce for 30 Years. A former award-winning advertising strategic and creative director for Ogilvy & Mather, Saatchis, Bates, etc, around the Asia Pacific, Stu built a $20m ad agency in Singapore from scratch, exiting by on-selling to FCBDraft.

More About The Trainer

Stu has lived in Hong Kong, Singapore, Thailand and China since 1987, and was once described by Nury Vittachi of HK Standard as “an honorary Asian.”

A serial entrepreneur, Stu is one of Asia Pacific’s most widely published travel writers with features in National Geographic Traveler, Travel + Leisure, etc, and was voted one of the world’s favourite 100 travel writers. “The perfect storyteller,” according to The Telegraph, UK.

He has written 6 books with sales of over 100,000 copies (best-seller list in 3 countries). Currently writing “First Birds to Fly” about innovation and maverick minds at work in Asia. Previously also contracted as a songwriter by Warner Bros publishing.

Stu also emceed the TEDx “Creativity & Collaboration” conference, facilitated a Seth Godin ‘Lynchpin’ meet, and is on the WIRED magazine readers’ panel. He has chaired panels and addressed hundreds of conferences around Asia Pacific.

A founding lecturer at the Institute of Advertising, Singapore, Stu was directly accredited to train by the father of lateral thinking, Dr Edward de Bono, and has consulted on creativity and run workshops for Citibank, Accor, Jabra, PATA, Flextronics, China Institute for Innovation, Tourism Malaysia, University of Washington, Unilever, and SHELL among many others.

He has a degree in Psychology and Mass Communication, and enjoys shredding on the ukulele, motorcycle touring, and reading Wired, Fast Company and Psychology Today magazines.


Course Agenda

Timing – 9am to 3pm (GMT+8)

9.00am – 11.30am
Part 1: Thinking Throughlines and Writing Headlines
Part 2: The Lead & Hook
Part 3: Length and Style: Language
Part 4: Structure

12:30 – 3:00pm
Part 5: The ‘So What?’ Checklist
Part 6: General Tips and Hacks to Get Published
Part 7: Final Exercise – Bringing It All Together

Contact Seraphine Neoh at seraphinen@marketing-interactive.com or call +65 6423 0329 to book your seat now!

Speak to our Sales team for group discounts now!

Request For Full Agenda

12 + 5 =

Upon submission, I am aware of and agreed to the Privacy Policy and Terms of Use.

Key Takeaways

How You Can Benefit!

  • Learn the 79/21 Rule about subject line writing
  • 11 different formats to use, and when to use them
  • Discover why all the pressure is on your first 3 sentences
  • Learn 4 things that determine whether your news release is newsworthy
  • Learn a visual asset hack to increase readability by up to 45%
  • The alarming Do’s and Don’ts that determine ‘Open’ or ‘Bin’
  • The advantage and restrictions you might enjoy as a big brand
  • Have one (01) hour of One to One coaching with the trainer after the masterclass.

Who Should Attend

  • Media Content Creators
  • Copywriters
  • PR Executives
  • Marcomm Executives
  • PR Managers
  • Marcomm Managers
  • And anybody who needs to get their media content across impact fully and effectively