Course Details

Writing for communications

Copy-writing for Communications and PR

Level

Intermediate

Course venue

ISOC London
13 Grosvenor Place | Floor 3
London
SW1X 7HH
UK

Course dates

Venue Location

GBP 545

per individual
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Additional course information

contact via e-mail london@isoc.com

call us for more details
+44 20 72504290

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This course is usually delivered by one of the following trainers:

Summary
Description
  • Copy-writing for Communications and PR is a one-day copy-writing training course for communications and PR professionals. It builds versatile skills for all kinds of writing, including opinion editorials, case studies, features and advertorials. You will learn quick and practical techniques to help get your message across in writing, whatever the topic and format.

    Overview

    This course covers the following modules:

    • Copy-writing for persuasion
    • Copy-writing for colour
    • Copy-writing for depth
    • Copy-writing for spoken word

     

    Who should attend?

    This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.

    This course is recommended for PR and communications professionals who would like to expand or refine their writing skills to include new formats.

    Learning outcomes

    After this course, you will be able to:

    • Write a persuasive opinion editorial that will generate publicity or reputational benefits
    • Write case studies that showcase your organisation’s successes
    • Write colour pieces including profiles and biographies
    • Use long-form writing techniques to outline deeper articles such as annual report content and feature stories
    • Write advertorials of genuine editorial interest
    • Write strong texts for the spoken word, including speeches and video scripts

    Course outline

    Copy-writing for persuasion

    This module covers the core principles of writing effective opinion pieces for publication.

    • Ghost-writing OpEds on behalf of senior individuals in your organisation
    • Selecting and refining messages and news angles for OpEds
    • Opportunistic news writing response: letters to the editor
    • Workshop: plan and outline an opinion editorial for your organisation

    Copy-writing for colour

    This module covers the core principles of writing effective case studies, profiles and biographies.

    • Bring messages to life by adding reality, personality and colour
    • The case study writing formula: problem-solution-result
    • People writing: profiles and biographies
    • Workshop: plan and outline a case study for your organisation

    Copy-writing for depth

    This module covers how to select and plan concepts and topics for features, annual reports and other extended formats.

    • Six practical structure tools and techniques for long-form writing
    • Ideation and development for longer articles
    • Planning, negotiating and placing features in news publications
    • Workshop: plan and outline a news feature for your organisation with coaching and feedback

    Copy-writing for spoken word

    This module covers writing for the spoken word, such as speeches and video scripts.

    • Writing for the lung, not the eye: special considerations
    • Principles of spoken vs written language
    • Developing scripts for a particular voice
    • Video scripts and presentation scripts 

User reviews 6 users commented so far Add your review

MT says:
I loved Jenni's (Perry) experience and her passion for communications. Absolute expert who has really given us powerful tools to achieve our career goals.
MT rated the course
C. E. says:
Lovely people, and the trainer was very good. Lots of practical advice.
C. rated the course
Mojisola Saka says:
Every element of this course is valuable and impactful.
Mojisola rated the course
Joe Tauriello says:
Excellent training experience - I liked the tailored nature of the course.
Joe rated the course
Antoinette says:
I learned some very useful tips for different writing styles. I had confirmation of some of the mistakes with copywriting we can make at work - It's good to know my instincts are right sometimes!
Antoinette rated the course
C.T. says:
The course was dynamic, engaging, and tailored to my needs. Jenni Perry (trainer) was fantastic and I have some great ideas and inspiration to take back with me to work. It far exceeded my expectations.
C.T. rated the course
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