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Write More Powerfully & Strategically for Public Relations and Public Affairs Purposes in Traditional Media & Social Media
PRSA-NCC
Aug 24 - Thursday
8:30 AM
4:30 PM
Why you should attend:

This intensive all-day workshop will empower your writing and editing of news releases, pitches, blog posts and other PR/PA documents for print, broadcast and social media, as well as for other purposes.

Using how-to and why-to guidelines, you will look at ‘tried n’ true’ and ‘tried n’ new’ approaches for writing simple, direct, action-focused headlines, leads, quotes, captions, blogs, social media posts, other PR/PA forms.

What you’ll do to make it real:

• Analyze “case” news release as primer on PR/PA writing challenges, good and bad.
• Write big-picture headline, lead, quote, boilerplate, blog, other assignments.
• Review AP-style essentials with cheat sheet, take AP usage quiz.
• Ask questions, get answers, contribute, share, network, assist.

What you’ll also learn:

• How to write for a bigger PR/PA payoff.
• How to make your PR/PA writing more valuable to your employer or clients.
• How to build your PR/PA writing leadership.

What you’ll take home at the end:

• Instructor’s slides, writing guides, time-saver templates, how-to advisories, more.

What you’ll address during the day:

• Applying best principles and practices of PR/PA writing.
• Using “form follows function” as writing context.
• Acting as word-worker first, wordsmith second.
• Embodying strategic thinking in PR/PA writing.
• Focusing on the action employers want.
• Putting the Big Picture in PR/PA documents.
• Providing what the media want so you get what you want.
• Understanding what readers need to know for their purposes.
• Becoming an outer-directed writer.
• Hacking news and research to enhance your messages.
• Pitching media with time-saving templates.
• Using creative copywriting to engage social media.
• Fashioning quotable (not gratuitous) quotes.
• Killing pronoun inaccuracy and confusion.
• Eliminating obstructionist prepositions, other disruptive verbiage.
• Un-hyping hyperbole.
• Taking renewed advantage of the 5W’s.
• Connecting subject/verb/action to win the readability race.
• Addressing trends and issues affecting PR/PA writing.
• Getting approvals for your writing before and as you write.
• Focusing writing time to increase productivity.
• Adhering to AP Stylebook essentials.
• Becoming a proactive writer even as you react.
• Excelling at writing without being told or asked.
• Writing better social media entries.

SPECIAL FEATURE (1:00 p.m.-2:00 p.m.)
Using visual social media to enhance PR/PA messages.

Anthony Shop, chief strategy officer and co-founder of DC-based Social Driver, will present and discuss how to use visual social content to enhance what you write. Social Driver helps companies connect with people through websites, social media and video. Anthony is the first new-media professional elected to the prestigious National Press Club’s Board of Governors. He earned his MBA from The George Washington University School of Business, where he is a lecturer.

Instructor:

Consulting writer, trainer, editor
PR writing and management instructor, New York University
Founding Director, The George Washington University
PR Master’s Degree Program
PR agency M&A consultant

Don Bates, APR, Fellow PRSA, has been a top executive in national and international corporations, associations and agencies. He conducts writing workshops nationally and worldwide for corporations, government agencies, not-for-profit organizations, associations, PR/PA agencies. Don teaches graduate public relations courses at New York University and is a senior advisor on PR agency management and M&A with Gould Partners. He operated The Bates Company, NY/DC-based PR and marketing firm, which he sold after 12 years in business. He is a member of the PRSA-NCC and PRSA-NY chapters, and an honorary trustee of the Institute for Public Relations, which he helped to establish.


School of Media and Public Affairs
The George Washington University
805 21st Street NW
Room 309
Washington, DC 20052


$195 PRSA & WWPR Members
$275 Nonmembers
$120 Students/retirees
$10 more at the door

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Online: https://www.prsa-ncc.org/write... |

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