Compose punchy prose that makes the news
A one-day crash course in high-impact everyday writing skills for PR professionals
This course 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. You will learn practical techniques from veteran journalists and copywriters, and practice them in stimulating exercises.
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 press releases or other texts that you are working on, if you would like in-depth feedback and guidance.
The day 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) Principles of writing for PR
2) Writing for news value
3) Tighter PR writing: clarity, precision and focus
4) Writing for impact: word-craft for PR
Learning outcomes
You will gain enhanced personal writing skills suitable for implementation in all realms of public relations.
After this course you will be able to:
- Adopt an appropriately balanced and professional style and tone for universal PR writing
- Tailor your written language for different audiences and purposes
- Master many forms and formats of PR writing
- Plan and structure writing for news impact and infuse your writing with news value
- Write condensed, targeted, precise texts that convey messages in clear and simple language
- Power up your writing to enhance its impact with strong and engaging prose
Who should attend
Core-level courses are pitched at a level to help you analyse core concepts and execute universal skills.
This course is ideal for PR professionals at all levels who could deliver more value through stronger writing skills, from fundamentals to fine-tuning.
Qualification credit
This course provides Advanced Professional Qualification credit, independently accredited by Edexcel. For details, download the course brochure.
Feedback
I thought the small group was useful – personal touch. It was good to do work that had direct benefit to my job and have high quality feedback.
- Claire Webster, RedR-IME
It was useful to get to do lots of writing
- Sebastian J Gordon, Cafod
Useful tips on tightening sentences and how to structure the press release
- Louise Mansergh, Baker Tilly
I liked the way you tailored it to suit us – the participants.
- Krista Dobinson, Weill Cornell Medical College in Qatar
The interactive nature of the training made my learning easier.
- Eze A Obular, Total Nigeria (EPNL)
Dynamic, with real examples and with a real journalist’s perspective.
- Yuliya Filiporska, Kraft Foods