Copywriting For Prs

Overview

Developed from courses run for the European Commission, this course provides a theoretical and practical framework for improving the writing of promotional copy. Plenty of practical exercises allow you to try out new skills and receive feedback from an experienced PR writer.

Who should attend

Anyone who needs to write effective and persuasive non-media copy for brochures, leaflets, posters, even advertisements. A must for those in PR who want to extend the scope and impact of their promotional writing.

Course objectives

By the end of this practical course you will be able to:

> Learn what makes copy good or bad

> Understand how audiences respond to promotional copy

> Use copy that gets the attention of the reader

> Write persuasively, attractively and effectively

> Structure copy for the greatest impact

> Write for different formats, media and audiences

> Improve your own writing through trying out new techniques in practical exercises

Course content

Basic Principles

> Which media work for which messages

> The psychology of copy

> Addressing audience needs

> Matching styles to audiences

> Simplicity, brevity and readability

> Taking the brief to help your copy

AIDA - The 4 Steps to Success

> Gaining attention

> Stimulating interest

> Creating desire

> Achieving action

Structure

> Pathways

> Headlines and subheads

> Body copy

> Special situations

> Responses

Top Tips to Ensure Success and Avoid Pitfalls

> Benefits, benefits, benefits

> Make them an offer

> When to use the negative

> Make it personal

> Adding adjectives

> Simple words and phrases

> Testimonials, case histories and examples

> Varying pace

> Creativity for all

> Practical exercises