- The PR Power Writing Workshop: Discover secrets of dramatic
press materials that compel readership in just one day
press materials that compel readership in just one day
A hands-on learning experience that makes you more confident and your writing more persuasive
This workshop reveals the ingredients of successful press releases,
pitch letters and backgrounders—in print and online. You'll also discover
how to
write all your communications more convincingly, so editors respond
eagerly and with respect. But come prepared to work: You'll write half a
dozen practice pieces and get them all constructively critiqued. You'll
specifically cover:
- Secrets of irresistible subject lines and headlines
- Seven journalistic elements that must be in every press release
- How to target your press writing to editors and your management
- Three qualities that make reporters love to open your pitch letters
- Five-point test for every release: Make sure yours pass every time
- Writing press materials to boost your search engine ranking
- The journalist mindset: What you need to understand before you write anything to them
Make your copy tighter . . . and make writing it a whole lot easier
By applying what's taught in this workshop, you'll immediately be able to say the same thing using 25 percent fewer words . . . and be able to slash your writing time in half.
Give your presentations impressive new style and grace
You'll be amazed at how a few simple techniques can add flair and creativity to your writing. In this workshop, Michael will share with you approaches used by Pulitzer Prize- and National Book Award-winning nonfiction authors that you can apply directly to public relations writing.
How to ensure that your writing yields solid business results
- Before you start writing: Help management define realistic objectives
- Get it right from word one: Master powerful message mapping techniques
- Learn what journalists want from your writing—and how to deliver it
- How to balance journalistic requirements with business necessities: A tool for doing both
Proven writing rules give all your press materials compelling new life
This workshop will cover all the major PR forms: pitch letters, news releases and backgrounders—in print and online. You'll learn "magical" techniques that make all of them sparkle and come alive.
- Anatomy of a perfect pitch email
- Irresistible email subject lines
- How to avoid spam blockers
- A 3-step method for getting journalists to respond to your email pitches
- The most common journalist complaints—and how to combat them
- Five types of lead paragraphs that work
- How to write dynamic quotes that get picked up
- How to humanize your writing to capture editors' hearts
- How to write more rapidly . . . and still stay dead on target
Create copy that persuades but remains unshakably believable
- Words, phrases and techniques that give your writing instant credibility
- How to "hype-proof" your writing
- 10 "cursed" words that send your releases into the wastebasket
- 4 steps to rid your copy of jargon that annoys editors
Techniques for making your copy cleaner, more concise and direct
- Greatest misconceptions about great writing: Let's trash them now!
- How to cut your word count by 25 per cent—while strengthening your
message
- 12 specific steps to tighten your writing
- Most common inaccuracies in news releases—and how to avoid them
- 7 painfully common grammar errors that drive journalists crazy
- 17 commonly misused words in press materials
- 8 most common AP style violations: Chances are you make some of them
Applying creativity and "words of wonder" to make your writing exciting and memorable
- How to use imagery and metaphors for maximum effect
- Techniques for creating dramatic surprise in your writing
- Secrets of the narrative technique and how to become a compelling storyteller
- Words that never fail to grab journalists' (and the public's) interest
If you "freeze up" or get writer's block in the face of tough PR copy assignments, please read this:
It's natural to feel awkward about writing if you're not a professional—and some participants in this workshop even experience "terror" at the prospect of having top management read their work. No matter what your writing level, Michael Smart will put you at ease . . . and give you unshakable confidence as you approach your next assignment. That's because the techniques Michael enumerates are precise, clear and classic. They're easy to understand, straightforward to adopt, and proven to work. We predict that your fear of writing will literally turn into joy and pride in your newfound wordsmithing ability.