Craft and edit powerful texts across all of the specialised PR formats
A one-day intermediate course covering opinion editorials, case studies, features and advertorials
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.
Course format
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.
This is a course with a practical output: you will take away four outline texts useful for your own organisation: an OpEd, a case study, and frameworks for a feature and an advertorial.
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 a range of stimulating learning activities like team workshops, group discussions, topical case studies and role-play exercises.
Modules:
1) Opinion editorials
2) Case studies
3) PR features
4) Advertorials
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
Who should attend
This is an intermediate-level course designed for learners with existing knowledge and several years of experience in PR, marketing or communication. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.
This course is ideal for PR, communications and marketing professionals who would like to expand or refine their writing skills to include new formats.
Qualification credit
This course provides Advanced Professional Qualification credit, independently accredited by Edexcel. For details, download the course brochure.
Feedback
Good interaction between the trainer and the group, and practical exercises.
- Vittorio Commarate, World Health Organization (WHO)
Practical exercises, not just theory. Very rich feedback on each student’s work
- Yvonne, Total
There was a good order to each session, and a good level of detail.
- A K, Marketing Matters
I felt very free to question and they were always fully answered. Also Jenni was great at tailoring the course to our personal needs
- S Traves, NCH Children’s Charity
Relaxed environment, feedback, good sized groups
- Linda Dickinson FOCAS
I learned how to organise my ideas before embarking in the writing process.
Bani Makkar, Child in Need Institute (CINI)