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The PR writing e-learning course from ContentETC gives you everything you need to know about public relations writing - how to write press releases that will get you noticed; a press release writing checklist; effective PR emails; case studies, contributed articles and features; PR profiles and social media PR - all wrapped up in one interactive online training course. Both print and online writing skills are covered and you have the option of getting one-to-one feedback on your PR writing from our expert tutor. Suitable for: Anyone who wants to gain PR exposure, coverage and a higher profile for themselves, their organisation or business or local event; or for PR executives working on behalf of clients. You will learn:
- How to plan and target your public relations writing
- The POWER © method for foolproof PR writing
- The secrets of an effective press release
- The information to include, and how to present facts and figures
- How to profile your target readers and online audience
- The questions you need to answer in your PR messages
- About profiles and why you should focus on them
- How to manage and present your experts or PR spokesperson
- How to use PR emails to maximise the impact of your message
- Why journalists and reviewers love case studies
- How to create a PR targeted feature or contributed article
- The best ways to manage and exploit social media for PR value
...and much more. Looking for an in-company course?
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Ask your tutor
The beauty of e-learning is that you can do it at a time and place to suit you. But you won't be alone! Your trainer will talk you through the key points to improve your skills and knowledge, and at any time during your e-learning course, you can email your course tutor with any queries or comments.
 | Course content includes
| | | The objective of all PR writing | | | Getting coverage | | | Directly by publishing your words | | | Indirectly by influencing journalists and editors | | | Common to all PR writing | | | Writing clearly
| | | Putting your main point at the top
| | | Being aware of your readers | | | Being aware of the media: on paper, online, on radio, on TV | | | Proving your argument | | | The TOWER © method explained
| | | Think - cause, audience, key words, angles
| | | Organise - into a pyramid from top to bottom | | | Write - simple sentences, strong paragraphs
| | | Evaluate - structure right then language right
| | | Rewrite - implement the changes
| | | Who your readers are | | | Gatekeepers to the wider world of readers/visitors/listeners/viewers | | | Very critical readers | | | Overwhelmed and often dependent on PR sources
| | | Not well organised | | | Want to write/present a story quickly
| | | What your readers want
| | | Exclusivity
| | | Instant expertise | | | Deadline driven | | | New trends and issues | | | The questions your readers will ask
| | | Who? The players
| | | What? The actions
| | | When? The timings
| | | Why? The reasons
| | | How? The methods
| | | Where? The locations
| | | So what? The significance
| | | Your "objective" readers
| | | Journalists and the myth of objectivity
| | | Seeing your writing as partisan or biased
| | | The need for evidence and other voices | | | Press releases
| | | The purpose of the press release
| | | Winning coverage
| | | Keeping in the eye of journalists
| | | Prompting contact | | | Combating the noise of the competition
| | | | | | | | | | | | | | Your press release checklist
| | | Strong hook and headline
| | | Explanation in the standfirst | | | Grab in the intro
| | | Keep the pace going with characters and colour | | | Give the essential background
| | | What makes a poor release...
| | | Development
| | | Developing your release from most to least important facts/events | | | Making each new topic a paragraph
| | | Quotes
| | | Bringing speaking people into the release | | | Bringing the story on with colour and evidence
| | | Using quotes to powerfully communicate benefits | | | Good and bad use of quotes
| | | Applying the basics to all types of PR writing
| | | Emails
| | | What to use them for, ie media alerts, launches, surveys, etc | | | Making the subject line interesting and relevant for the reader
| | | Making them personal, not generic | | | Expanding on the subject line
| | | Giving some proof or a quote
| | | Offering more for responders | | | Case studies
| | | Reporting on user experiences to provide evidence or proof | | | Structure: Headline, Abstract, Body, Contacts
| | | Don't just describe: show a real solution
| | | Contributed articles
| | | Fitting the style of the publication or website you're contributing to | | | Features: a longer analysis of developments
| | | Opinion pieces: getting over an argument and giving proof points
| | | Profiles
| | | Getting across the character of an organisation or person | | | Adding essential colour
| | | Social media
| | | Contributing to social media - the right form for the right media | | | Using each social media for what it does best | | | Blogs: for comment
| | | Twitter: for alerts | | | Facebook: for small intimate groups
| | | Linkedin: for connections
| | | Wikipedia: for profiles of organisations, people and explaining terms
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| Quizzes | | | To check your understanding of the theory, during this e-learning course you will be quizzed on all aspects of PR writing. | | Top tips and checklists | | | Handy tips and checklists at key stages of the course. These cover vital topics including: changing the description of the company/organisation at the end of the release to include what it has done recently; thinking of the email subject line as the headline; rewarding the journalist who replies with more information which is exclusive to them and much more. | | Feedback from the trainer | | | Our expert trainers are here to provide you with invaluable one-to-one feedback on your progress. Email your work and the trainer will supply you with individual guidance, comments and practical suggestions. Then, once you've improved your work, the trainer will appraise your revised content and provide a second set of constructive comments. This unique feedback really brings your e-learning to life and makes sure you have truly grasped - and applied - all of the key principles. |
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Timing: You can dip in and out of this e-learning course as often as you like. It should take you approximately 2-3 hours in total to complete. You can work at your own pace and go back at any time, to any part of the course. If you have any queries, we’d be delighted to help, just email us. Please note that this course is intended for speakers of English.
Price
PR writing is £155 + tax per user * which gives you full unlimited access to the course for one month and personal one-to-one trainer feedback. If you want the course on its own, the total price is just £105 + tax per user which gives you full unlimited access to the course for one month. If you want personal trainer feedback at a later stage, you can request it then for only £60 + tax. * Discounted rates for multiple users are available. The discount applies to this course or a mix of e-learning courses.
Certificate
If you would like to receive a Certificate when you have completed your e-learning course, please just let us know and we will arrange for one to be sent to you.
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