The Learning Collaboration (TLC)

Writing Skills for PR : 30th March 2010

A one day course that will enable you to write press releases and features in an editorial style that will raise your organisation’s profile. The focus is on helping people who write PR material better understand the needs of reporters and editors when they are selecting and presenting their stories. You will learn how to make your press release the one in a hundred that gets into print, and how to be creative with ideas so you can expand them into full length features.

Start date/time: 30th March 2010 : 0900
End date/time: 30th March 2010 : 1700
Venue: TBC
Organiser name: The Learning Collaboration
Organiser email: laura@thelearningcollaboration.com
Organiser tel: 01223 401581

Programme

The conflicting priorities of organisations vs the press

What the press want from a press release
What the client wants from a press release
The tightrope-walking act of trying to please both - and why it’s important to get the balance right

How to write a successful press release

Different types of press release
News and features - the importance of understanding the difference in writing styles
Writing news intros - a formula that works every time
Case histories - the good, the bad and the downright dreadful (examples of good and bad releases for discussion)
Common errors in press handouts
Eye-catching headlines - what works and what doesn’t
Every picture tells a story - caption writing that counts
The must-have list every good press release should have

How to make writing as easy as speaking

Writing fast, writing fluently
Taking the struggle out - putting the fun in
Identifying the roots of writers’ block - and banishing it for ever
Accessing your creativity - it’s easier than you think
Understanding the psychology of the writing and editing process
Step by step to achieve sparkling copy

How to write fascinating features

Finding ideas for features
Fabulous formats – different types of features you can use to ring the changes
Researching the style of your target market
Understanding what the editor wants
Making contact
Writing an informative synopsis
Making your copy more active and dynamic
Don’t rush into editing
How to revise when the time comes

Making a start

The nuts and bolts of a well-written feature
Writing the intro – easy formulas for success
Tips and techniques to get your story up and running
Structuring your feature
Making order out of chaos
Links and transitions – the secret of getting your feature to flow
Common sense approaches when all else fails

Collecting your information

Taking the brief
What the M.D. wants to tell you and what else you need to know
Interviewing secrets of the top journos
How to identify good quotes - and why they can be the life and soul of your story
What makes a dreary, disappointing or unusable quote
How to get great quotes and why you as the writer should never make them up yourself

Who should attend?

The workshop is for anyone who is new to writing for PR or wants to re-cap on the special techniques needed for writing press releases, editorial features and advertorials. The day includes plenty of hands-on exercises and feedback, and is ideal for in-house people working in a marketing, publicity or public relations role. Equally suitable for middle and senior managers or anyone with a story to tell who wants to raise their profile by getting into the press. Particularly recommended for participants who until now have found writing to be a struggle. All delegates will come away with a lot more understanding of how to inject fluency, flow and creativity into their writing style.

See also:
Organisation: The Learning Collaboration (TLC)

About this section

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