Day 1
- capture and hold the reader’s attention
- communicate key messages effectively
- use the medium to inform, persuade and sell
- breathe life into dull or uninspiring content
- optimise your writing for the search engines
- generate engaging headlines and intros
- avoid classic web writing mistakes.
Bring along an example of your work for an expert critique.
Day 2
A well crafted press release can generate valuable publicity and you don’t have to be a PR professional to write it. This course shows the exact steps you must take to create a release that print and broadcast media will want to use.
Among other things you’ll learn:
- how to identify the most newsworthy elements of your story
- how to plan and structure your story
- two principles that make it hard for journalists to reject your story
- the strategies PR experts use to boost the news value of a story
- a vital rule of thumb which underpins all press releases and which many writers overlook
- common mistakes that can alienate journalists
- how to ensure your release is professionally written from start to finish.
Bring along an example of your work for an expert critique.
Bev Legge is a journalist and copywriter who has written for publications such as the Daily Mirror and The Guardian, and companies such as BT, Cisco, Dell, Disney, Shell and Sony. In the past decade he has run a variety of writing courses for more than 200 companies and organisations. |
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