Course Details

Writing for communications

Specialised copywriting for communications and PR

Level

Intermediate

Course venue

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

Course dates

Venue Location

GBP 495

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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Meet your trainers

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

Summary
Description
  • A one-day intermediate training course covering opinion editorials, case studies, features and advertorials

    Course outline

    Craft and edit powerful texts across all of the specialised PR formats

    This course looks beyond the humble press release to harness the wide range of written formats that every PR professional should master.

    In a stimulating day of hands-on exercises, you will learn to get your message across in diverse written forms including opinion editorials, case studies, PR features and advertorials.

    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, communications and communications professionals who would like to expand or refine their writing skills to include new formats.

    Topics

    This course covers the following modules:

    • Opinion editorials
    • Case studies
    • PR features
    • Advertorials

     

    The topics covered by each module are detailed below.

    About this course

    What to expect

    This course is popular for its hands-on format, revolving around a variety of fun and fast-paced writing exercises.

    Expect to spend a lot of your day writing, not listening. You will also receive personal coaching on your writing style – and feel free to bring along any texts that you are working on, if you would like in-depth feedback and guidance.

    Training format

    This course comprises four modules each covering a set of key concepts and skills.

    Within each module, best practice and key concepts are covered off in a concise briefing, followed by stimulating learning activities like workshops, discussions, case studies and role-play exercises.

    Options

    Looking for more? You can also take this course as part of a multi-day programme:

    Learning outcomes

    After this course you will be able to:

    • Write an opinion editorial that a newspaper will publish, and which will generate publicity or reputational benefits for your organisation
    • Write PR case studies that showcase your organisation’s successes
    • Use long-form writing techniques to outline PR features, and understand how to place them in key target media
    • Write advertorials of sufficient genuine interest to merit editorial value in key publications

    Opinion editorials

    This module covers the core principles of writing effective opinion editorials.

    • 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

    Case studies

    This module covers the core principles of writing effective PR case studies.

    • How case studies are used in PR: bring messages to life by adding reality, personality and colour
    • The case study writing formula: problem-solution-result
    • Key ingredients and language for PR case studies
    • Workshop: plan and outline a case study for your organisation

    PR features

    How to select and plan concepts and topics for PR and news features that serve strategic communication objectives

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

    Advertorials

    Selecting topics and angles of genuine interest to readers

    • Matching the written style of the host publication
    • Tone: maintaining balance for credibility
    • Workshop: plan and outline an advertorial for your organisation

    Course format

    Practical

    This course is heavy on reality and light on theory. Your trainer will introduce the concepts clearly, then focus on real-world skills that connect the big picture to your job. Courses are updated regularly and trainers are active in the industry so your knowledge will be fresh and relevant.

    Active

    Training consists of concise briefings on best practice, backed up by interactive learning activities like workshops, role-plays, case study analysis, coaching, brainstorms and structured group discussions. You will not sit passively through long lectures.

    Stimulating

    This course is interesting, intellectually stimulating and delivered in a relaxed and professional style.

    Inspiring

    All ISOC trainers are hands-on communication professionals with at least 15 years of experience. We don’t employ academic teachers – we insist on good-humoured enthusiasts who will inspire your creativity.

    Individual

    This course is delivered in an executive boardroom format, not classroom-style, and in a small group no larger than eight people. You will get personal attention for the issues that matter to you. It’s also a great chance to network and share experience.

    Quality assurance

    About ISOC

    We have headquarters in London and a training centre in Dubai. We train communicators at all levels, from press officers to prime ministers. ISOC is owned and managed by Pinnacle International, the world’s largest specialist communications and PR training company. As well as public courses, we provide private and customised programmes including media interview training, presentation training, and multi-year multi-competency postgraduate programmes.

    Accredited by Edexcel

    Edexcel is the world’s largest provider of accredited qualifications and one of the UK’s largest examination boards. It is owned by Pearson, the world’s largest education company. Edexcel awards two million qualifications every year around the world and has 5,500 education partners in 110 countries.

    ISOC is an accredited Edexcel Centre (#90817). Edexcel has audited ISOC’s systems for the design, delivery and management of training and inspects us regularly to assure quality control of all aspects of training and assessment.

    The British Accreditation Council

    ISOC is also accredited by the British Accreditation Council, a UK Government-mandated training standards body. The BAC conducts annual quality assurance inspections and audits.

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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