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By attending this boot camp, you’ll get the how-to’s from expert trainers in writing SEO optimized and shareable press releases, crafting email pitches We look forward to seeing you on August 5—and bring your laptop or tablet for a day of interactive learning. Don't forget to also join us the following day for our PR News' Next Practices PR Conference, which will be held the following day at the Westin San Francisco.
Speakers:
Agenda
What We'll CoverEffective PR writing is the bedrock of a successful PR career. It underlies all of your individual efforts and all of your team efforts. Effective PR writing powers successful email pitches to journalists, internal memos and emails, client pitches, press releases, social media campaigns, blog posts…the list goes on. And to be an effective PR writer, you can’t stand still and reread Strunk & White every two years. 8:30 - 9:15 a.m. Writing Do's and Don'ts for CommunicatorsYou’ve had that experience of reading a fellow communicator’s email, press release or blog post and cringing when you spot empty jargon and overused catchphrases, typos, buried leads and a lack of true understanding of a product or service. Worse, you’ve had that sinking feeling when you’ve reread your own material after sending or publishing it, and spotted the same kinds of missteps. We’ll give you a fast-paced rundown of rules you can almost always write by, and habits to avoid. You'll learn how to:
9:15 - 10:00 a.m. Press Releases for the Digital AgeFar from being extinct or irrelevant, press releases are still an excellent way to deliver news stories to journalists, bloggers and other media outlets, while also providing shareable, informative content that spreads your brand message online. As reporters and editors find themselves increasingly forced to do more with less, your well-crafted press releases can make their lives easier—and advance your company’s communications strategy. Our trainers will show you how to craft releases that work in the age of downsized newsrooms and media-savvy consumers. You'll learn how to:
10:00 - 10:15 a.m. Networking Break10:15 - 11:15 a.m. Writing Clinic I: The Press Release and the Craft of RevisionOur press release trainers will assist you in the revision of a sample press release sent in advance by Boot Camp participants (all Boot Camp participants will need to bring a laptop or tablet).
11:15 - 11:30 a.m. Networking Break
11:30 a.m. - 12:30 p.m. Luncheon & Keynote Presentation: Change, Risks & the Road to LeadershipJennifer Dulski, president and COO of Change.org, which now boasts 40 million global users who start and contribute to campaigns that transform their communities, will share insight into how pushing herself into the unknown has led to both personal and professional growth. Taking on new challenges not only equips one for leadership roles—it leads to a broader worldview that encompasses positive social change.
12:30 - 12:40 p.m. Networking Break
12:40 - 1:00 p.m. Mobile Communications: Write Right for MobileIf you want to succeed as a PR pro, you need to think small—small as in mobile phones and “phablets.” This forward-looking session will show you what the future of digital communications looks like, what the limitations of the small screen will mean for your PR writing, and what opportunities they will open. You'll learn how to:
1:00 - 1:30 p.m. How to Craft Emails for Media Relations SuccessAs a PR professional, your job is getting the right media coverage for your or your client’s product or service. One of the most effective methods for doing that is sending well-written, carefully targeted email pitches. A good pitch makes life easier for a journalist or blogger, by giving him or her a clear sense of what the story is about and why it would be of interest to their audience—in the fewest words possible. That starts with a strong subject line and ends with a brief description that delivers on the subject line’s promise. Solid pitching practices also demonstrate to your media contacts that you understand what they do and value their time, and will help you develop relationships with people who can make your job easier. You'll learn how to:
1:30 - 2:30 p.m. Writing Clinic II: Craft an Email Subject Line and PitchAndrew Hindes, president of The In-House Writer, will lead you in an exercise in which you’ll craft an email subject line and pitch, and present it to our panel of journalists for their on-site feedback. 2:30 - 2:45 p.m. Networking Break
2:45 - 3:30 p.m. SEO and Writing for the WebLanding at the top of search results is the Holy Grail for many brands as it can generate new customers, raise brand awareness and drive the bottom line. With recent updates to Google’s search including Panda and Penguin, refining your optimization strategy is a must. Knowing how to use keywords in press releases and other PR content is essential to getting your messages heard by your target audience—and beyond. You’ll learn how to:
3:30 - 4:00 p.m. Make the Leap From Online Communications to Online StorytellingOur trainer will show you how PR pros can use storytelling tactics for their companies and clients as an alternative to the standard media pitches and press releases. You’ll learn how to deliver exactly what your customers want to hear; effectively ensure that tactics used will tell your brand’s story in the best possible way; create content that aligns with your storytelling concepts; and effectively use storytelling to lift your pitches above the hard-sell fray. You'll learn how to:
Pricing:PR News' Next Practices Annual Conference will take place on August 6, a day after the Writing Boot Camp on August 5. Both events will be held at the Westin San Francisco on Market Street. When registering, you have the option to register for the PR News Writing Boot Camp only or add the Next Practices Annual Conference to your registration.
Questions?
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Bonuses For Attending:
You'll Become an Expert In:
Location:Conference Location: The Westin San Francisco, Market Street
Hotel Rooms: Dress Code: Business Casual Questions?
Who Should Attend:If you spend at least a quarter of your time in any of these areas, you should attend this Boot Camp:
Letter to Attend: Justification Letter to Attend
The PR News PR Writing Boot Camp will help you discover and implement ideas that deliver results. It will provide opportunities to make valuable connections with other PR and communications professionals who have solutions you need. And, it will prepare you for the road ahead. Do you need a justification letter to attend? The template is simple to fill out and drop off with your supervisor for approval.
Proceeds Some proceeds from the Conference will go to One Laptop per Child's - whose mission is to create educational opportunities for the world's poorest children by providing each child with a rugged, low-cost, low-power, connected laptop with content and software designed for collaborative, joyful, self-empowered learning. When children have access to this type of tool they get engaged in their own education. They learn, share, create, and collaborate. They become connected to each other, to the world and to a brighter future. |
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