Essential Writing Skills

Overview

A practical and structured approach for all those needing to deliver great copy. Assuming a reasonable existing level of English, the course develops writing skills to ensure your copy is clear, concise and memorable.

Who should attend

Anyone who needs to write impactful copy. Ideal for those who have to write business reports or contribute to in-house and corporate magazines, as well as sales and marketing professionals.

Course objectives

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

> Focus on the basic rules for writing strong copy in a journalistic style

> Think about the audience: who are they and what information they want

> Understand structure, clarity and use of language: writing in an active voice

> Simplify sentences and keep language direct

> Plan how you will translate your new skills to life back in the office

Course content

Know your Reader

> Who reads your material?

> What do they need?

> How sophisticated are they?

Collect and Plan your Information

> Where does the information come from?

> Who else do you need to talk to?

> What are the key elements?

Structure

> The news format

> The features format

> Introductions

> Conclusions

Be Understood

> Language and pace

> Impact and punctuation

> Quotes and flavour

Accuracy

> Checking your story

> Checking your facts