Case studies appeal to journalists hungry for real-life examples. To be effective a case study demands a different approach to writing a press release. In this tailored session we will give you the structures and techniques essential for making your case studies successful.
Really useful in reviewing ways of working. Reminds me to stop, plan and keep it simple.
PR and stakeholder manager, McLaren Applied Technologies
One day in-company training course
You will learn how to identify material for a case study, then structure and write it so that it appeals to the reader. We will ask you to bring content on which to base a case study; but if this is not possible the trainer will provide material.
Before you start
- Why are you writing this case study?
- Who do you want to read it?
- What will make them read?
Gathering your information
- Find an angle: look for the benefits
- Find the best aspect of the story for your audience
- Narrow down your information
- Why less is more for today’s readers
- The importance of a positive point of view
Doing it: Delegates will analyse cases studies in their company and other documents
Doing it: Delegates will find the appealing story in case study material
Structuring your case study
- Identifying the points you want to make
- Getting the order right
- Why you should put the most interesting information first
- The value of the quote
- Choosing and using quotes well
- Deciding the length
Doing it: Delegates will plan and write a short case study
Putting it into words
- Varying sentences by type and length
- Choosing the right language for the audience
- Checking for readability
- Following your house style
Doing it: Delegates will go over their cases studies to see where they can improve pace and readability
Adding eyecatchers to your page
- How to use headlines to pull users in
- Writing arresting sub heads
- How to use pull quotes
Doing it: Delegates will add page furniture to their case studies
To do lists – how will you put into practice what you have learned?
Reactions and close
This course provides you with practical skills that you can apply immediately to your own case studies. We send you away with a list of “To dos” to focus on after your training and will follow-up with you to see how you are getting on. We are always here if you have any queries at all.
To find out more about our range of in-company courses, and how we work and support you both before and after your training, please have a look at our in-company training page.
Our bespoke in-company training is run on a date and at a place to suit you. But if you would rather learn online, please have a look at our Feature writing e-learning course, which includes case studies.
Please call 00 44(0)1428 722105 or email us for more information on how we can help you organise your training.