Overview

This five-day PR writing course is a practical masterclass for communication professionals
You will refresh your core writing skills and learn practical and versatile new techniques

Topics include press releases, web content, OpEds, case studies, biographies and scripts

After this course you will be able 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 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

 

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.

Learning outcomes

  • 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 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

 

Outline

Days 1-2: Writing for Business

  • The Foundations
  • Developing a ‘Lean & Fit’ Writing Style
  • Giving our Writing Rhythm and Pace
  • Style and Tone
  • The Benefits of Planning
  • Persuasive Writing

Day 3: Writing for Social Media and the Web

  • Principles of Writing for Online Readership
  • Web Text Content Strategies
  • Writing Text that Search Engines Like
  • Micro-writing

Day 4: Press Release Writing

This one-day module covers the fundamentals of good press release writing, from news angles to structure, language and distribution, including how to optimise content for the online space.

  • Press release essentials
  • Press release presentation: structure and format
  • Press release content: news, language and colour
  • Press releases online: search and social media impact

Day 5: Copy-Writing for Communications and PR

This one-day module builds versatile skills for many specialist written formats, including opinion editorials, case studies, features and advertorials.

  • Copy-writing for persuasion
  • Copy-writing for colour
  • Copy-writing for depth
  • Copy-writing for voice

 

 

 

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