8:00 - 11:45 a.m. at the National Press Club

Whether it’s for a 280-character tweet or a 2,000-word blog...

As a communicator, your goal is to make every piece of writing concise, impactful, polished and clear. After all, the best way to influence anyone is a story well told.

Join PR News on March 20 to build the skills communicators need to smoothly switch between writing for different mediums while keeping copy concise and clean. At this workshop, experts in written communications will offer attendees exclusive insights into what it takes to become a great writer.

Register Now

PR News' Advanced Writing Workshop

Advanced Writing Workshop Advanced Writing Workshop Advanced Writing Workshop Advanced Writing Workshop

Agenda

  1. 8:00 am - 8:25 am

    Registration and Breakfast

  2. 8:25 am - 8:30 am

    Opening Remarks + The Most Overused Words in PR (A March Madness Matchup)

  3. 8:30 am - 9:15 am

    Common Business Writing Mistakes That Will Slow Down Your Career—and How to Fix Them

    How you represent yourself with the written word in any business communication could mean the difference between landing that next client or getting your next promotion. Are you undermining your success every time you put finger to keyboard? Here, you’ll learn how to avoid common grammar mistakes and tighten up your writing for a more effective and professional voice.

     You’ll learn how to:

    • Identify and correct common grammar mistakes
    • Cut repetitive language, unnecessary words and excess characters
    • Use active voice to drive a stronger message
    • Improve the flow and readability of your text through different proofreading techniques
    • Put storytelling concepts ahead of internal marketing dictates, clichés and jargon
    • Tracy Zampaglione

      Tracy Zampaglione

      Public Information Officer
      Orange County Corrections
    • Bailey Jacobs

      Bailey Jacobs

      Director, Communications and Marketing
      U.S. Chamber of Commerce Foundation
  4. 9:15 am - 10:00 am

    Beyond Words: How to Craft a Multi-Platform Press Release for Data-Driven Journalists

    Is the press release dying, or has it merely evolved?  Whether your brand is still employing a traditional press release strategy, or has instead opted for an omnichannel, visual approach, your brand’s stories need to be framed as viral-worthy content that ensures more traffic to any media site that runs with it. In this session, you’ll learn how to stand out from the masses by writing subject lines and headings, release copy, social media posts and more that will attract journalists’ attention.

    You’ll learn how to:

    • Tell a newsworthy story using data relevant to your brand
    • Write press releases that even the most overworked journalist will pick up
    • Tailor your story to more visual platforms, like Instagram and Facebook
    • Craft email subject lines that will grab a journalist’s attention
    • Create different versions of a release to suit different demographics
    • Decide which messaging to deploy via email and on social channels, and how to best suit it to each platform
    • Build long-term relationships with journalists to avoid pitching "cold"
    • Jonathan Rick

      Jonathan Rick

      President
      The Jonathan Rick Group
    • Sukhi Sahni

      Sukhi Sahni

      Director, Communications & Consumer PR
      Capital One
  5. 10:00 am - 10:20 am

    Networking Break

  6. 10:20 am - 10:50 am

    Level Up: The Art and Science of Communicating With the C-Suite

    While storytelling skills are essential when dealing with the media, clear communications with internal stakeholders are every bit as key. Knowing how to craft a memo or presentation—how to manage expectations or articulate results in a cogent, convincing form to the C-suite—is an art and a science all its own. In this session, we’ll show you how to frame the narrative when reporting results to key decision-makers and demonstrating the impact of your efforts on the company’s bottom line.

    You’ll learn how to:

    • Use keywords and language that resonates most with senior leadership
    • Define and simplify high-level concepts to quickly get to the point
    • Be transparent, direct and authentic
    • Celebrate successes and convey challenges within the framework of business objectives
    • Translate key performance indicators into a compelling narrative
    • Christopher Loder

      Christopher Loder

      Vice President, External Communications
      Bayer
    • Beth Marlowe

      Beth Marlowe

      Senior Manager
      Golin
    • Cait DeBaun

      Cait DeBaun

      Director, Communications
      U.S. Travel Association
  7. 10:50 am - 11:45 am

    Workshop: Constructive Critiques: Pro Tips to Improve Your Posts, Pitches and Press Releases

    Social media posts, email blasts and press releases require different approaches, even if they all seek to tell the same story. And in an online environment increasingly cluttered with content, great stories need to be told more concisely than ever to get the point across to journalists and audiences short on time (or attention). In this session, we’ll offer constructive feedback on writing samples sent in advance by attendees, and work in groups to craft succinct social posts, press releases and email pitches.

    You’ll learn how to:

    • Deploy the correct style and voice on different social media platforms to resonate with your audience
    • Write email pitches and subject lines that are sure to get a journalist’s attention
    • Craft and test social media copy to make sure it aligns with your brand’s tone and voice
    • Use storytelling tactics to differentiate and elevate your press releases
    • Learn the most effective tactics for Facebook, Instagram, Twitter and Snapchat
    • Holli Beckman

      Holli Beckman

      Vice President of Marketing and Leasing Operations
      WC Smith
    • Erica Sackin

      Erica Sackin

      Director, Political Communications
      Planned Parenthood Federation of America
    • Aba Blankson

      Aba Blankson

      Vice President, Communications and Digital Media
      NAACP

Trainers

  • Holli Beckman

    Vice President of Marketing and Leasing Operations
    WC Smith
  • Aba Blankson

    Vice President, Communications and Digital Media
    NAACP
  • Cait DeBaun

    Director, Communications
    U.S. Travel Association
  • Bailey Jacobs

    Director, Communications and Marketing
    U.S. Chamber of Commerce Foundation
  • Christopher Loder

    Vice President, External Communications
    Bayer
  • Beth Marlowe

    Senior Manager
    Golin
  • Jonathan Rick

    President
    The Jonathan Rick Group
  • Erica Sackin

    Director, Political Communications
    Planned Parenthood Federation of America
  • Sukhi Sahni

    Director, Communications & Consumer PR
    Capital One
  • Tracy Zampaglione

    Public Information Officer
    Orange County Corrections

Who Attends

If you spend at least a quarter of your time in any of these areas, you should attend this workshop:

  • Audience Development
  • Brand Marketing
  • Business Development
  • Community Relations
  • Corporate Communications
  • Crisis Management
  • Digital and Social Media
  • Employee Communications
  • Fundraising
  • Human Resources
  • Information Technology
  • Lead Generation
  • Marketing
  • Marketing Communications
  • Measurement
  • Media Relations
  • PR Budget Creation/Management
  • Public Relations
  • Public Affairs/Issues Management
  • Publicity
  • Research & Analysis
  • SEM/SEO Management
  • Social Media
  • Video Production
  • Web Marketing
  • Word of Mouth Marketing

Pricing

Advanced Writing Workshop | Tuesday, March 20 | 8:30 - 11:30 a.m.

$700

Includes: Breakfast, snacks and access to the trainer presentations.

Nonprofit/Goverment Discounts Available

Register Now

Venue

The National Press Club

529 14th Street NW
Washington, DC 20045

PR News’ Writing Workshop will take place on March 20 at the historic National Press Club in Washington, D.C. The event venue is near the McPherson Square, Metro Center and Federal Triangle metro stations and is less than two miles away from Union Station (Amtrak trains). If you need lodging for this event, take a look at these hotels in the area.

Testimonials

Don't take our word for it. See why hundreds of your peers have attended PR News events!

This was a great event. Not only were the speakers knowledgeable and engaging, but the attendees were awesome. And networking was great! Communications Manager, CIGNA

Great workshop, speakers and venue! Loved the clean and candid approach of all speakers towards the topic at hand.External Relations, US Operations and Marketing North America, Procter & Gamble

The ability to download PDFs of the presentations is awesome. It will be great to share with colleagues who were unable to attend. Associate Vice President, Finn Partners

Contact

Questions

For questions about this event reach out to:

Jessica Placencia
Jessica@accessintel.com
301-354-1641

Sponsorship

For information on sponsoring this event, contact:

Katie Sullivan
ksullivan@accessintel.com
202-207-8893