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Effective Writing Programme


The ISOC Effective Writing Programme is our flagship training course on writing skills for professionals in marketing, communications and PR. You will learn practical and creative tools for drafting and editing powerful copy. Topics include universal writing skills, writing for social media and websites, speech writing, press release writing, and specialised copy-writing.


This course is available face-to-face.

  • Face to face (London)¬†|¬†Five days¬†|¬†¬£3,375 +VAT
  • Face to face (Dubai)¬†|¬†Five days¬†|¬†Media One Hotel¬†|¬†$3,975 +VAT¬†

Course outline

Writing for Business

This one-day module empowers professionals to write with greater impact.

  • Clear and Concise Writing
  • Rhythm and Pace
  • Style and Tone
  • Structure and Planning
  • Frameworking and outlining
  • Quality Control

Writing for Social Media and the Web

This one-day module covers covers drafting and editing written content for all Web platforms.

  • Principles of Writing for Online Readership
  • Web Text Content Strategies
  • Writing Text that Search Engines Like
  • Micro-writing
  • Comments, engagement and response

Speech Writing

This one-day module covers covers the art of creating memorable speeches.

  • Speech planning
  • Structure and flow
  • The spoken word
  • Key elements and delivery

Copy-Writing for Communications and PR

This one-day module covers writing across a range of purposes and formats.

  • Writing for persuasion
  • Writing for colour
  • Writing for depth
  • Writing for spoken word

Press Release Writing

This one-day module covers how to draft and edit effectively when announcing news to the media.

  • Press release essentials
  • Structure and format
  • News, language and colour
  • Distributing and pitching press releases
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Meet your trainers

Following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online. 

Trainer profile: Felice Hawley

Felice is a versatile editor, writer and broadcaster with in-depth experience of economic and business news. During a 16-year career at CNN, she helped create and then produce the award-winning live business programme “World Business Today”. Moving to text, Felice became Managing Editor of Hoover’s Online Europe, responsible for a team of journalists. She later went on to launch several websites, intranets, extranets and microsites. She writes, edits and manages content for organisations including Transport for London and the NHS. Felice consulted on web and print materials ahead of the 2012 Olympic and Paralympic Games in London.

Trainer profile: Frances Barton

Frances is a communications specialist with more than 26 years’ experience in broadcast and print journalism, as well as public relations. Frances began her communications career by training in-house at BBC Northern Ireland. She later worked as a news editor and presenter for the BBC and also for Dubai Television and Radio. Frances served as editor-in-chief for a high-end lifestyle magazine and has also contributed articles to national newspapers in the UK and other countries. As a communications and PR professional, Frances specialises in media relations, employee engagement and crisis communications. Her clients have included major organisations such as Emirates Airline & Group, Dubai Airports, Dubai Airshow, American University of Sharjah and Dubai Tourism. 

Trainer profile: Ruth McKee

Ruth is an international journalist, executive coach and media communications specialist with more than 16 years’ experience. As a financial reporter and MENA bureau chief for Mergermarket she developed extensive experience interviewing senior executives and shareholders across all industries and sectors. Ruth is an expert media trainer and executive coach who also specialises in written communication such as annual reports. She frequently appears in media such as CNBC to discuss M&A and investment trends, and regularly moderates business conferences and events. Ruth holds a BA (Hons) in Media Performance from the University of Bedfordshire and is a qualified journalist from the Belfast Metropolitan College. She has an ICM Diploma in Public Relations (Distinction) from the Fitzwilliam Institute, Dublin.

What you will learn

After this course you will be able to:

  • Understand and follow the six principles of effective business writing
  • Write convincing, persuasive and powerful documents that achieve their objectives
  • Visualise how people read and consume information differently online and apply it your own writing
  • Write website content that is easy for online readers to navigate and digest
  • Write content for blogs and social media that inspires people to follow and share
  • Outline content for a speech for optimal narrative flow and development of concepts
  • Adapt your writing style for the spoken word including classic rhetorical techniques
  • Write well-judged and properly composed press releases that secure excellent coverage of your news and your organisation

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 anyone who is involved in writing, editing, commissioning or approving text content for public communication.