Course Details

Focused Immersion Seminars (multi day), Writing for communications

Writing for communications and PR seminar (5 days)



Course venue

ISOC London
13 Grosvenor Place | Floor 3

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GBP 2,475

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  • A five-day training seminar covering the full spectrum of written PR concepts and techniques

    Course outline

    A PR writing master-class for all specialist communication materials

    This five-day seminar covers the full spectrum of written PR.

    You will build a foundation of universal techniques to enhance the impact of your writing, then apply them in stimulating exercises across many specialised PR formats.

    You will master press releases, features, case studies, speeches, website content, blog-posts and more.

    Who should attend

    This is a universal course designed for learners at different levels and in a range of roles. Learning is pitched at a core level, designed to help you analyse core concepts and execute universal skills.

    This course is recommended for PR and communication professionals at all levels who would benefit from an in-depth immersion course to raise the value of their writing skills.


    This course covers the following modules:

    • Writing for the media
    • Press release writing
    • Writing for the Web and social media
    • Specialised PR copywriting
    • Speechwriting

    The topics covered by each module are detailed below.

    About this course

    What to expect

    Writing for PR is an ISOC Focused Immersion Seminar. This extended training format focuses intensively on a single set of competencies for five days. It is designed to develop practical and enduring expertise in one particular specialty.

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

    Every day follows a hands-on format, revolving around fun and fast-paced writing exercises. Over the course of five days, you will cover all of the core skills and concepts of writing for PR as well as specialist formats and applications.

    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.

    Learning outcomes

    After this course you will be able to:

    • Develop enhanced PR writing skills to amplify the impact of everything that you write, from press releases and case studies to emails and blog-posts
    • Write powerful and newsworthy press releases quickly and instinctively
    • Adapt and develop texts for the different needs of readers on the Web, including website content, blogs and other social media, and micro-format writing like Twitter
    • Deploy a range of specialised PR writing formats including OpEds, PR case studies, placed features and advertorials
    • Plan, outline and draft well-structured and speeches using powerful language for the spoken word

    Day 1: Writing for the media

    This one-day module covers essential writing skills that PR professionals should use daily to amplify the impact of everything they write, from press releases and case studies to emails and blog-posts.

    • Principles of writing for PR: core concepts of writing for PR.
    • Writing for news value: how to weave strong news angles through PR writing in order to grasp attention and drive coverage
    • Tighter PR writing: clarity, precision and focus in PR prose
    • Techniques for structured, disciplined and efficient writing
    • Writing for impact: word-craft for PR
    • The creative dimension of PR writing
    • Powering up your prose to create clear, bright and engaging copy

    Day 2: Press release writing

    This one-day module combines three key competencies: language and technical writing skills, news judgment, and tailoring news writing for the online space.

    • Press release essentials: the core principles of writing effective press releases
    • Press release presentation: structure and format
    • Essential ingredients of content and presentation
    • Press release content: news, language and colour
    • How to develop news angles using focused and powerful language
    • Press releases online: search and social media impact

    Day 3: Writing for the Web and social media

    This one-day module explores hands-on techniques to translate plain good writing into effective writing that will make you stand out on social media platforms.

    • Principles of writing for the Web and social media
    • Social media writing strategy 
    • Optimising social media writing
    • Micro-writing for blogs and social networks

    Day 4: Specialised PR copywriting

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

    • Opinion editorials: advocacy and thought leadership
    • Case studies: bringing messages to life
    • PR features: long-form writing techniques
    • Advertorials: targeted editorial impact

    Day 5: Speechwriting

    This one-day module covers the specialist techniques of speechwriting, from outlining a well-structured framework to mastering the fine art of rhetoric.

    • Speech planning: strategic approaches and planning techniques to lay the foundations for effective speeches
    • Structure and flow: how to outline and structure a speech framework for optimal narrative flow and development of concepts
    • Language for the spoken word: how to “write aloud”: composing texts for oral delivery using natural, colourful sp0ken language and rhetorical techniques
    • Essential components and delivery: best practice in writing introductions and conclusions, and preparing a speech for delivery


    Course format


    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.


    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.


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


    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.


    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 7 users commented so far Add your review

Asma says:
Even though parts of the seminar were a bit too advanced for my current experience, I found the workshops of good standard and my overall impression was enjoyable. ISOC's trainer are exceptional.
Asma rated the course
Faith - Standard Media Group (Kenya) says:
The trainers were amazing and provided very practical exercises. The venue, staff and overall learning experience were outstanding.
Faith rated the course
Fatima Alkahtani says:
Thank-you for giving me the opportunity to benefit from all those experienced, amazing trainers. They did their best to help me get as much as possible from this course.
Fatima rated the course
Ghada says:
I enjoyed this seminar; the speechwriting course in particular lead by Richard Margrave, was extremely useful.
Ghada rated the course
Elizabeth says:
The course really focussed on my work and my company. Specifically Writing for the Web, the trainer (Felice Hawley) made reference to my website which was incredibly helpful and impressive.
Elizabeth rated the course
Anonymous says:
As someone with little experience, I felt completely comfortable asking questions. The trainers were very accommodating and all of my questions were answered. I feel much more confident in my ability now.
Anonymous rated the course
Zabeeullah Wahab says:
Felice Hawley and Jenni Perry stood out. I wanted to learn more and develop my skills and I did
Zabeeullah rated the course
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