Writing for internal and external media
Message Tailoring, Audience Adaption, Tone Consistency, Clear Communication, Content Strategy
Course aim
The ability to tell engaging stories about you or your clients’ organisations is a major attribute in PR and Comms. This practical workshop will show you how to find and create compelling content such as news stories, blog posts and thought leadership articles for a wide range of external and internal media.
Who should attend?
Suitable for anyone responsible for finding, writing or editing news stories and articles for websites, in-house publications, newsletters, e-zines and external third-party media such as the national, trade and local press.
What to expect
- A practical course that shows you how to write compelling content that people want to read and act upon
- An opportunity to produce a new piece of content for the media of your choice
- A highly participative course with lots of writing and feedback
Course objectives
Participation in the course will provide you with the knowledge to:
- Recognise what makes a successful story
- Understand the difference between informative news stories and engaging, longform articles
- Make so-called 'dull' stories interesting
- Make the most of headlines, opening paragraphs, body copy, quotes
- Integrate company messages into articles while keeping stories interesting for the reader
- Adapt writing styles to suit the subject, message and readership
- Make images, layout, captions and design work to your advantage
- Optimise your content for SEO, GEO and AI search
Interested in running this course just for your team? Get in touch with us at [email protected] to arrange a bespoke or in-house session or Request a quote