Level: Intermediate

PR executives are often called upon to write a range of marketing communication documents such as brochures, newsletters, advertorials, speeches, web content and sometimes even sales letters/emails and ad copy. This interactive course looks at the basic principles of copywriting and how it differs from writing for the media and writing other business documents such as emails, letters and reports. Copywriting for PR Professionals helps delegates write effective, creative, memorable copy more quickly and more easily.

Topics

• What is copy and what makes good copy great
• The first three essentials: the brief, the reader and the benefits
• How to use AIDA (Attention Interest Desire Action) to structure copy
• The importance of headings and sub-heads
• How language and style affect reader perception
• Mastering the art of Plain English
• Writing exercises and feedback.

Learning Outcomes

Delegates should bring one piece of pre-written copy to the course so that the tutor can read it on the day and give written feedback. Delegates may also bring a piece of current work that they would like to use as a writing exercise - if they have a current piece of work, the tutor will provide an exercise. Delegates will learn how to develop their PR writing skills into producing punchier, original and more engaging copy for brochures, e-mailers, speeches and the web. They will also feel more confident about their writing and be keen to take on a more senior and creative role.

Multiple bookings

If you would like to make a booking for more than one training course or event, please phone us on 020 7631 6938.