INTRODUCTION TO THE COURSE
How well can you write? Most people achieve fair levels in school, but, is this enough in the worlds of PR, Marketing and Online Publishing? Like every human activity, knowledge, practice and coaching lead from adequacy to full mastery and then to excellence. This KC Academy training course provides all of the knowledge, practice and coaching that you need to move to the next level.
You will have a chance to examine research evidence, powerful case-studies and to receive detailed feedback for your tutor and fellow students. Regular tasks, assignments and exercises build your skills and allow you to explore your abilities more fully. Our very practical and participatory training course will help you to improve your skills and abilities. These will help you in your job, your career and in your life.
This training course will highlight:
- The fundamentals of good writing
- Tools to boost your ability to create the write copy for each occasion
- Understanding of the techniques of persuasion to get readers to act
- How to develop and to curate content that will keep your audiences coming back for more
- How to project yourself perfectly to your stakeholders irrespective of their business backgrounds
COURSE DETAILS
Objectives
By the end of this training seminar, you will be able to:
- To measure your current writing skills and identify gaps
- To be able to write clearly and succinctly
- To understand how to generate ideas, research them
- To explore persuasive techniques using neurosciences
- To practice skills in a supportive environment with full feedback
Training Methodology
This Copywriting for Communication Practitioners training course uses a wide variety of proven adult learning techniques to ensure effective assimilation and retention of the information presented. This training course is highly interactive and will prompt delegates to reflect on their own thinking, communication style and practice.
Your Tutor will guide and facilitate learning using a wide variety of methods including direct input, video, discussions, case studies and group and individual exercises to focus on the themes of the course, practice skills and receive feedback.
Organisational Impact
The company will benefit in the following ways:
- Develop a consistent brand tone of voice
- Help present a story to all stakeholders
- Ensure that copy is well researched and audience appropriate
- Improve your presence across channels
- Improve your ability to persuade stakeholders
- See an increase in media and social media presence
Personal Impact
The personal benefits to be derived from attending this training course include the following:
- Improve your copy writing basics from OK to brilliant
- Learn the art of business storytelling to put across your point
- Use the science of persuasion to convince your audience to act
- Be able to write enthrallingly for a wide range of audiences
- Become a content marketer and draw audiences to your channels
- Use measurement to improve your competence over time
Who should Attend?
This training course is suitable to a wide range of professionals but will especially benefit:
- Public Relations Officers
- Content producers and managers
- Editors and Web managers
- PR Team Leaders and Managers
- Corporate Communications Practitioners
- Public Affairs specialists
- Marketing Officers
DAILY AGENDA
Day 1: Brilliant Basics
- Writing - core skill of PR and Marketing
- The Poole and Barnfield skill levels – where are you?
- Spelling, grammar, punctuation and structure – tips of the trade
- Readability and how to write clearly
- Listening skills and precis
- Editing, key to curated content
Day 2: Content Creation and Curation
- Mind maps and topic webs
- Creativity – and how to boost yours
- Researching your content
- Audience research and stakeholder management
- Versioning – suiting your content to the audience and task
- Register and tone of voice
Day 3: The Art and Science of Storytelling
- Content marketing
- Types of story
- Storytelling – let’s begin at the beginning…
- Brand story, purpose and emotional pull
- Neuroscience and story impact
- The science of persuasion
Day 4: Writing Seminar
- Channels and channel requirements
- Writing a press release
- Writing a magazine article
- Writing a speech
- Writing a blog
- Writing for social media
Day 5: User Experience, Measurement and Risk
- What are user experience and time economics?
- Ensuring a consistent experience across channels
- Content management
- Measuring effectiveness
- Risk management in case things go wrong
- Continuous development as a writer
Certificate
- On successful completion of this training course, KC Academy Certificate will be awarded to the delegates.