The course sets out to entertain and to inform. It's based on examples of good and bad PR copy, tailored to delegates' industry sectors and interests. It provides effective self-help strategies to improve writing of all kinds: news releases, feature articles, blogs, reports and letters.
The session aims to be interactive. You'll be asked to create copy with some of the deadly twins: do you mean discreet or discrete, affect or effect, practise or practice? And when you scoff at an example of poor writing, you'll be put on the spot and invited to do better. f
How should the written word adapt from dead trees to digital? Why is the letter “F” crucial to a website?
Writing is a competitive activity. More stories are chasing less space and shorter attention spans. How can delegates ensure that their copy navigates through the background noise?
Answer one: by keeping it short and simple - an old rule lent new urgency in a world of 140 characters.
Answer two: by constructing active sentences. Clue: you have to find the cat.
Answer three: ‘six Ws' must be included at the start of every piece of copy.
Answer four: use measurability tools. Check and double-check.
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Full course notes will be provided. A notebook and pen will also be provided. If you prefer to work on a laptop, you are more than welcome to bring it along with you to use throughout the day.