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Overview

This introductory course is ideal for up and coming Marketing professionals whose responsibilities include PR writing and internal communications. Featuring a series of enjoyable hands-on exercises, delegates discover how to produce copy that motivates readers to take action. We look at how press releases add value within the wider PR strategy, learn how to think like a journalist and identify the five key elements of a newsworthy story. Delegates learn how to write press releases that persuade without being too salesy. Lots of exercises to discover best practice and opportunities to write and learn from peer and tutor feedback.

Who should attend?

Ideal for up and coming marketing professionals whose responsibilities include PR writing and internal communications. Typical delegates are marketing executives and managers. The course is tactical and operational but with a strategic backdrop so that delegates understand the ‘why’ as well as the ‘how’. No prior knowledge is necessary.

Learning outcomes

  • The six fundamentals of all good writing.
  • Gaining a deeper insight into your audience(s).
  • Why companies need PR.
  • What journalists expect from press releases.
  • Identifying newsworthy stories.
  • Planning and writing persuasive press releases.
  • Top tips for newsletter contents.
  • How to do great interviews that provide powerful stories.

Course Dates

Start Date Days Location
04 Jun 2019 1 London
 
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24 Sep 2019 1 London
 
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28 Nov 2019 1 London
 
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Course Director

David Hare

David is an author, blogger, executive coach and trainer. He created his own company in 2004 after a ten-year career in marketing, most recently as global PR director for €4.5bn multinational TNT Express. His portfolio of corporate communications work includes Marston’s, GE, ABB, DPD and Barclays. David started his career as an academic, teaching at St. Andrews University, the Sorbonne and the OU. He delivers two courses for CIM – Essential Presentation Skills and How to Write Successful Newsletters and Press Releases. His first book, The Buddha in Me, the Buddha in You – a handbook for happiness was released on 4 Feb 2016 by Penguin Random House (Rider Books).

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