Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

Now you can learn both classic and contemporary PR writing techniques designed to attract media attention and customer admiration.

The purpose of this course:

Building on the fundamental skills taught in Principles of Great Copywriting, this course helps ensure that your press material is clearly written and remains consistent with your marketing strategies.

Who this course is for:

Practitioners and managers working in the broad field of public relations. You will probably already have a good understanding of copywriting fundamentals or you might wish to take the course in tandem with Principles of Great Copywriting.

Benefits for your organisation:

Authoritative writing plays an essential part in effective public relations work. This highly interactive one-day event is perfect for any organisation wishing to stand out in a crowded media environment.

Benefits for you as an individual:

Your boss needs you to feel as much at home when writing press releases and newsletters as you would when constructing reports, brochures and fliers. This highly enjoyable event will boost confidence and so bolster your career.

You will learn how to:

• Apply and adapt your general copywriting to a PR environment
• Achieve impact and cut-through with journalists, editors and the general public
• Write for a range of different PR-related media
• Tackle longer writing projects, including CSR reports and features
• Judge the effectiveness of copy supplied by third-party suppliers and agencies
• Deal with awkward media situations
• Learn professional interviewing techniques
• Use the latest new media PR tools

Course content:

• What the press needs
• Today’s PR challenges
• Writing press releases
• Writing e-releases
• Writing reports
• Writing advertorial
• Writing for the new media
• Other forms of PR writing including features
• Dealing with difficult media issues
• Grammar and punctuation tips
• Writing practice

Pre and post learning support:

It would be helpful if you could send, at least four weeks prior to the event, an example of your PR copy.

To take away from the course:

Course handouts and Gabay’s Copywriters’ Compendium

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework