Half-day training in writing an article
WRITING FOR PUBLICATION MASTERCLASSHow to write news stories and feature articles that editors want to publishCourse in briefAn intensive half-day writing an article workshop which shows you how to approach writing articles in a positive way, by adopting some of the tips and techniques that journalists use. The article writing course will help you to structure and write articles that editors will take seriously. The article writing course is followed by a distance learning exercise in which you have an opportunity to write an article and have it critiqued by e-mail. Duration: half-day. Cost: £195 + £34.13 VAT = £229.13. Attend if you are...- Public relations executive or assistant
- Marketing communications executive assistant
- Business owner or manager who wants to write press articles
The course is suitable for people from large and small organisations, and from companies, public sector bodies and not-for-profit organisations who want to learn how to write an article. What you gainAfter attending the Masterclass, you will be able to: - Approach article writing assignments with more confidence
- Understand how to collect and structure information for an article
- Know how to start an article so that it gets the readers' attention
- Develop techniques that make your writing more lively and interesting
- Know how to edit your article to give a professional polish
- Master the tactics needed to get articles accepted by editors
About the courseWriting for Publication is a practical hands-on article writing course for those marketing and PR professionals who want to step up a gear with their published writing in newspapers and magazines. A key feature of the course is a 10-point approach to getting articles accepted by editors. Even though there are thousands of publications and websites which are willing to consider contributed copy - such as case studies, people profiles and feature articles - competition for space is becoming tougher and tougher. And the harsh reality is that most editors are wary about much of the copy that comes from the PR industry. For example, in a recent survey, 75 editors from a wide range of different newspapers and magazines agreed that the "poor quality" of PR contributed articles was a "frequent problem". Writing for Publication aims to help you provide copy that turns that problem into an opportunity! The article writing course gives you an edge by providing you with a range of writing skills that will help you produce copy with the content, structure and polish that editors will take seriously. The strength of this article writing course is that it teaches you to write the way journalists do - you learn the same techniques they've been taught on university journalism courses. Yet you learn those techniques in ways which enable you to apply them in your own PR and marketing communications work. And you learn them in the most practical and effective way possible - by getting the chance to try out the new techniques for yourself. The course includes carefully structured article writing training exercises that teach you how to use the new techniques you've learnt about - and write like a true pro! Writing for Publication is ideal for the PR practitioner with some experience who now wants to become more proficient at writing the kind of articles which newspapers and magazines will want to publish. But it is also very suitable for a beginner who is determined to start a promising PR career on the right foot. Masterclass programme1. Why writing for publication is different- The writing for publication challenge
- 10 ways to get articles accepted by editors
- Writing "to order"
- How to meet readers' expectations
- Being accountable for what you write
2. First principles: how to make a solid startBeing given a brief- Key elements of a brief
- Interpreting the brief
- What the brief may not say
Developing a synopsis- What editors expect from a synopsis
- Researching a synopsis
- A six-step approach to writing a synopsis
3. Winning research: finding the key information- Basic tools of the trade
- How to approach the research
- Three places to find the information you need
- Finding the key questions to ask
- The importance of detail
4. Turning information into copy- Planning an article outline
- Managing article "building blocks"
- Five common article structures
the "inverted pyramid" time narrative theme by theme problem-solution question and answer - Choosing which information to use
5. Opening salvo: writing the introduction- What the introduction must achieve
hard intros soft intros - Eight rules for great intros
- Writing intros for news stories
- 12 ways to start a feature article
6. Techniques to keep the reader reading- Three golden rules of published writing
- How to "show" rather than "tell"
- Nine ways to lead from one point to the next
- How to use quotes effectively
- How to make a "sidebar" work
- Six ways to handle the "pay-off"
7. Writers' clinic: solving common problems- Word choice: hot words, cold words
- How to write sharper sentences
- Five ways to explain complex issues simply
- Words on a page: making your writing shine
8. How to edit your own copy- What to look for when editing copy
- Common errors and how to spot them
9. Submitting copy to editors- Three golden rules of copy submission
- How to handle editors' queries
After the Masterclass- Write an article and have it critiqued over e-mail by the course presenter
Course materials The Writing for Publication Masterclass comes complete with a set of outstanding course materials that are designed to help you build on your new-found article writing skills even after the course is over. You receive a course pack which contains:
- Writing for Publication Masterclass Workbook and Course Notes. This 60-page Workbook is exclusive to people attending the course. The Workbook contains a comprehensive set of notes covering the main points of the Masterclass and also provides room for you to add your personal comments. The Workbook is packed with examples from articles which illustrate all the main points. It also contains the material for the training exercises along with helpful hints about how to approach the exercises in the most effective ways. The Workbook is a unique resource and remains a permanent reminder of the course content - and a valuable source of reference - long after the Masterclass has finished.
- Article Briefing Book. This handy reference guide, also unique to people attending the course, provides tips on how to write 13 different kinds of articles. These are a press release or news story, a case study, a company or organisation profile, a personality profile, a themed feature, a how-to article, a product review, a conference report, a face-to-face interview, a diary story, a book review, an opinion column, and an editorial.
- How to Write Well at Work. This 191-page paperback is an invaluable primer for anybody who would like to improve their written English. The book provides practical advice on how to approach any writing assignment and is packed with examples of how to deal with common writing problems,. "A concise and useful guide for those who lack confidence in their business writing, as well as for anyone who would like to sharpen their reports letters and such-like." - Business Age.
Course presenter profile Peter Bartram
Few people are better equipped to teach about writing for publication than Peter Bartram. In a long writing career, Peter has written 20 books, including five on writing skills, around 3,000 newspaper and magazine feature articles and countless news stories. Apart from having had millions of words published in publications ranging from national newspapers to business and consumer magazines, Peter is an acknowledged specialist in the craft of good writing. His books on writing skills have been praised in many independent publications. In commending his book, Perfect Business Writing, the Daily Telegraph said: "Mr Bartram's advice is sensible and practical... his guidance away from the self-important to the straightforward should be read by everyone who writes anything." Business Voice, the CBI's magazine, said Peter's book How to Write Well at Work "offers the right sort of advice to enable anyone to produce better reports and presentations, even write more effective e-mails". Executive PA magazine said of the same book: "If writing doesn't come naturally, then this handy book will put you on the road to success..." Peter is an experienced public speaker and presenter and has devised and run media training events including the Press Release Masterclass and the Perfect Pitch Masterclass. What people say..."It was great. I came back, and remain, inspired." - Jacqui Thomasen, corporate events and communications manager, Ashridge. "My colleague and I both found that the Writing for Publication Masterclass was an efficient solution to our writing needs. We received a very comprehensive list of ideas with which to improve the articles we write and copy edit for our internal magazine and on our intranet site. We were able to measure our understanding along the way with some quick tests, but no time was wasted and we accumulated knowledge and technique apace. Three hours after arriving we felt empowered and enthusiastic about writing for publication: this was money well spent!" - Bryony Ulyett, Internal Communications Executive, Corporate Communications, Halcrow Group "Very informative and well presented. Worth travelling far for." Georgina Key, Membership and Publications Co-ordinator, ACAD. "I found it very valuable and liked how you have organised every process in easy-to-follow steps." - Samantha Whitaker, Royal Over-Seas League “I write for a wide variety of reasons as part of my work as a campaigner in the voluntary sector. This includes articles for internal and external publications, web content, promotional materials and information sheets. I found Peter’s straightforward and practical approach to writing very useful, the background materials have helped me greatly since the training day, and Peter’s offer of feedback on a piece of writing was invaluable. Thank you for a great course!” - Lee Webster, senior campaigns officer, Leonard Cheshire Disability
In-house courses If you have several people who would like to attend a Writing for Publication Masterclass, why not book an in-house session at your own offices? We can run in-house sessions for a minimum of three participants. The fee for an in-house Masterclass is based on the number of participants: three, £495; four, £645; five, £795; six, £895; seven, £995; eight, £1,095; nine, £1,195; 10, £1,245. (All prices quoted plus VAT and, depending on location, agreed travel expenses may be charged at cost.) For other numbers or to hold the Masterclass at an alternative location, please ask for a quotation. If you would like to book an in-house Masterclass or like further information:
Booking information
Writing for Publication Masterclass Thursday, 14th October 2010
£195.00 + £34.13 VAT = £229.13
Booking form
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