Advanced PR Writing

If you’re looking to take your writing to the next level Advanced PR writing can help you. This PR writing course helps you to write better, tighter and more sharply, to develop the skills to handle different writing styles and shows you how to improve all aspects of your written communication, whatever the platform or audience.

By joining this course you will:

• Understand your readers’ mindset in the digital age
• Find out how to grab your readers’ attention and retain it
• Get best practice tips on language and style
• Find out how to write great content for different formats including blogs, case studies and letters
• Learn how to stand out from the crowd
• Be able to ask your questions to our expert trainer

Course Outline

Taking your writing to the next level – where to start

• Understanding the readers’ mindset in the digital age
• How changing media consumption affects the way we should write
• Why we have to make our words work harder than ever

Grabbing your readers’ attention and retaining it

• How to write intros that say ‘tell me more’
• The importance of attention-grabbing first words
• How to inject pace into your writing – and avoid losing your reader

Structuring for success

• Alternatives to the inverted pyramid
• Thinking mobile and how it impacts on your story writing
• The differences between online and print writing

Language and style

• Winning words: how to avoid the clichés and dull management-speak
• Dealing with dull material. Working with numbers
• Hitting the mark with niche or technical publications

How to add sparkle to your press releases

• Brand v story – how to find the right balance
• The importance of quotes and the different ways of using them
• Standing out from the crowd by using the right words

Writing for online – blogging, tweeting and posting

• Defining the purpose of your post
• Different approaches to blogging – from top tips to top tens
• Striking the balance between curiosity and clickbait in social media

Alternative print formats

• How to write a great case study
• Opinion pieces and thought leadership – avoiding the big sell
• Others routes to coverage – letters, graphics and maps