Effective Writing Skills for PR, Media & Corporate Communications Managers (HK) Clariden Global Pte Ltd
Price: TBA

    Course details

    Writing well is one of the most vital foundations to be able to excel in a PR career. In today’s digitally driven world, you need to have excellent writing skills to drive in key messages before the reader’s attention runs out. Clear and concise writing is essential to draft powerful press releases, pen captivating speeches and social media content that engages and excites. Designed for PR, Media and Corporate Communications professionals, this highly comprehensive program will sharpen your writing ability for both traditional and social media.

    In this interactive and highly hands-on program, you will master techniques to craft compelling public relations content that captures your reader's attention and drives action. You will also be equipped with the formulas and frameworks to compose PR collaterals that attract journalists’ and media attention, write in pressurized crisis scenarios and compose headlines for social media that pop. Through the guidance of our faculty director, you will discover how to achieve higher hit rates using templates and modern techniques. You will also overcome common PR writing challenges using case examples fromOracle, McKinsey, Cisco, SAS and Johnson and Johnson.

    Led by Don Bates, who has 40 years of extensive PR experience, you will be engaged in case studies discussions, press releases critiques and re-writing exercises. At the end of the program, you will be able to write more effectively and strategically for your PR documents using techniques taught in New York University and Columbia University.

    What You Can Expect

    PROGRAM OBJECTIVES

    • Use a step-by-step approach to assess information, determine key messages and create corporate communications documents and press releases
    • Tackle writing challenges and use time-saving templates to achieve better hit rates in your press releases
    • Identify news points, develop key messages and write crisp and effective documents
    • Apply the New Rules Formulary for results-oriented PR writing
    • Adopt principles of social media writing to write engaging social media posts without sacrificing professionalism

    Who Will Benefit Most

    This effective writing skills program is specially designed for Senior Managers, Managers, Executives and Specialists of: Public Relations, Corporate Communications, Media Relations, Social Media and Networks, External Affairs, Corporate Affairs, Advertising and Promotion, Online Marketing, Public Affairs and Stakeholder Relations and other professionals and executives who are required to write press releases and corporate communication materials.

    Program Outline

    AGENDA

    Day 1

    • Program Goals
    • Pre-program Attendee Survey
    • PR Writing Context
    • Exercise/Discussion: News release analysis of strengths and weaknesses and quick-time edit
    • New Rules Formulary
    • Writing Preparation
    • Exercise/Discussion: Write “Big Picture” headline and lead
    • Execution Issues
    • Writing Challenges and Discussion with Examples
    • Writing Challenges Continued

    DAY 2

    • EXERCISE/DISCUSSION/Q&A
    • EXERCISE: Writing eye-catching social media headlines
    • PR Writing Templates
    • EXERCISE: Write a 200-word template pitch
    • PR Writing Discussions
    • Editing, Proofreading
    • Crisis Writing
    • Speechwriting Essentials
    • Managing Writing Approvals
    • Wrap-up Q&A/comments
    • Cases and Examples:
    Updated on 12 August, 2015

    About Clariden Global Pte Ltd

    Clariden Global is the pre-eminent and influential global business leadership institution. Today, Clariden Global hosts global executive education and major conference events around the world in nine countries, including Singapore, London, Australia, China, Malaysia, Indonesia, Hong Kong, South Africa and UAE. We partner with renowned professors from influential universities such as Wharton, Stanford, Columbia, Michigan and London Business School to provide principal thought leadership in executive education. Clariden Global also partners with global institutions such as ACCA for influential events catering to the senior financial leadership community around the world. Our mission is to provide global knowledge for the world business leaders. 

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