Outline for the class
Each section of PR Writing Class focuses on things
vital to writing well when you work in public relations. Each
section includes exercises, some of which are part of a new product
launch scenario. The last exercise is to write the opening
paragraphs of a special kind of op-ed and has become a favorite of
students taking the class.
Introduction - What
makes writing memorable; overview of the workshop's key lessons;
initial exercise to set the stage for the goal of the class.
The Science of Writing
- Looks at the link between what you have to say and how you say it.
While content must always come first, sentence structure and word
choices will decide if your points are easy to read and understand.
This part of the class shows how to use writing tools to help build
stronger sentences and make better word choices.
Key Messages - The
single most important thing we do as PR people is deliver our
clients' key messages to the people they most need to reach with
them. This section of the class shows how to create key messages
that work time and time again, then uses the key message development
tools and techniques to focus all kinds of PR writing, whether it is
an email to a client, an important media pitch, a news release, a
key plan or anything else.
Easy Steps to Write Better, Right
Now - This section looks at some truly simple things
everyone can do to tighten their writing, including the one tip
that Wiley says immediately makes a big difference in everyone's
Choosing Verbs -
This part of the class explores how to do a better job choosing
verbs, the most important words in a sentence.
Active vs. Passive Voice
- The only real grammar lesson in the class, this section tells why
it is a rare day when PR people should use passive voice. Active
voice is tailor-made for promoting a client.