November 7, 2018 | New York, NY

A One-Day Immersion in the Craft of Effective PR Writing

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. But now, “writing” encompasses social media posts, SEO and voice technology as well as media pitches, press releases and internal memos.

Join PR News on November 7 in New York to build the skills you 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 grow and succeed as we approach 2020.

This Boot Camp puts you in front of the top writers and communicators to get the feedback you need to boot engagement and success with all your communication efforts. Bring your team or come solo – either way, you'll learn from the best and get a chance to network with peers who are in the same or the same boat as you.

Featured Speakers

Cait DeBaun

Director, Communications
U.S. Travel Association

Tracy Zampaglione

Public Information Officer
Orange County Corrections

Jonathan Rick

The Jonathan Rick Group


  1. 8:30 am - 9:00 am

    Registration and Networking Breakfast

  2. 9:00 am - 9:15 am

    The Wake-Up Call: The New Role of the Communicator

    While the topic of the day is writing—the bedrock skill for all communicators—we’ll dive into what new skills you’ll need to be a next-generation communications leader.

  3. 9:15 am - 9:45 am

    Business Writing Do’s and Don'ts

    How you represent yourself with the written word in any business communication could mean the difference between landing that next big story, getting a bigger slice of the budget 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
    • Jonathan Rick

      Jonathan Rick

      The Jonathan Rick Group
  4. 9:45 am - 10:15 am

    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 omni-channel, 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 discover better ways 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"
  5. 10:15 am - 10:45 am

    Speed Networking Break

    Meet your fellow boot campers and make long-lasting connections.

  6. 11:00 am - 11:35 am

    Writing Up: Communicating With—and for—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
    • Cait DeBaun

      Cait DeBaun

      Director, Communications
      U.S. Travel Association
    • Tracy Zampaglione

      Tracy Zampaglione

      Public Information Officer
      Orange County Corrections
  7. 11:35 am - 12:15 pm

    Constructive Critiques—Pro Tips to Improve Your Social Media Posts

    In an online environment increasingly cluttered with content, great stories need to be told more concisely than ever to get the point across to audiences short on time (or attention). In this highly interactive session, we’ll offer constructive feedback and work in groups to craft succinct social posts.

    You’ll discover how to:

    • Deploy the correct style and voice on different social media platforms to resonate with your audience
    • Craft and test social media copy to make sure it aligns with your brand’s tone and voice
    • Write the most effective messaging for Facebook, Instagram, Twitter and Snapchat
  8. 12:15 pm - 12:50 pm

    Voice Technology: What You Need to Know Now and What It Means for Your PR Writing

    Voice interface is already part of our lives—Amazon, Google and podcasting are making sure of that. Forward-looking brands are investing research into how to interact with their audiences, and forward-looking professional communicators are investing time into how to adapt their skills and talents to this emerging technology. This session will give you a head-start for voice-interface age.

    You’ll learn these essentials:

    • How to prepare your brand for voice search
    • Paid, owned and earned media opportunities with voice search
    • How to adapt your brand’s existing style and “voice” for voice technology
    • The skills and tools your communications team will need to acquire for success
  9. 1:00 pm - 1:45 pm

    Networking Lunch

  10. 2:00 pm - 2:45 pm

    Writing With SEO Success in Mind

    Get the latest insight into writing search-engine-friendly content. With nearly all of us turning to search engines to find information and few going

    beyond the first page of results, it’s imperative for PR professionals to keep pace with ever-changing rules of search engine optimization (SEO) and the preferences of Google’s search algorithm.

    We’ll cover:

    • Setting SEO goals
    • Identifying keywords or keyword phrases to use when optimizing each page of your content
    • Writing optimized content that will improve your site’s rankings
    • Looking for thematic gaps between your content and that of your competitors, and exploiting those gaps
    • Using research tools to ask your audience questions and find out what kind of content it really wants
  11. 2:45 pm - 3:00 pm

    Networking Break

  12. 3:00 pm - 3:45 pm

    Media Pitch Writing: An Interactive Shark Tank

    This interactive session will give you the chance to test your expertise in crafting great email pitches. Our pitch-writing trainers will lead you in an exercise where you’ll work in groups and develop a winning subject line and pitch and present it to our panel of journalists, who will give you their real-time and frank on-site feedback.

    A few of the topics we’ll discuss:

    • Examples of the kinds of content and resources most sought after by the media
    • Which email formats and subject lines are most likely to get noticed, and the best and worst times to send them
    • How to build trust with journalists—and steps to take if you inadvertently burn bridges
    • Which resources to provide with your pitches
    • If and when to offer a reporter an exclusive story
  13. 3:45 pm - 4:00 pm

    Baker’s Dozen: 13 Great Ideas from the Day

    This is a can’t-miss session that will line up for you the most important takeaways from the Boot Camp.

  14. 4:00 pm

    Certificates and Champagne

    Grab your Boot Camp certificate and toast to a day well spent!

Who's Attending

As a digital communications or marketing professional, you know that you and your team need to step outside of your workplace, connect with peers and learn from the best to keep growing your skills—for your brand, and for your career. The Writing Boot Camp will allow you to do just that. If you need to convince your boss, here's a justification letter you can customize. 

Below is a sample of who will be at the boot camp:

U.S. Travel Association
Consumer Technology Association
Purchase College
The Weather Company
Orange County Corrections
Professional Services Council
ZOG Digital
Caesar's Entertainment
Spark Foundry
The Jonathan Rick Group
Novo Nordisk
Rutgers University

If you spend at least a quarter of your time in any of these areas, you should attend PR News' Measurement Conference :

  • Communications
  • Marketing
  • Social Media
  • Public Relations
  • Measurement
  • Marketing Communications
  • Community Relations
  • Content Creation
  • Content Marketing
  • Crisis Management
  • Digital PR
  • External Communications
  • Internal Communications
  • Lead Generation
  • Media Relations
  • Public Affairs/Issues Management
  • Research and Analytics
  • SEO
  • Video

Attendee Bonuses

When you attend a PR News Conference we go the extra step to provide you with meaningful takeaways from our sessions. 

  • PR News Writer's Guidebook - $400 Value
  • Secrets to Building Relationships With Hard-to-Reach Journalists - Media Pitching Tip Sheet
  • 3 Pillars of SEO - Exclusive Slide Content
  • Writing Boot Camp Certificate of Attendance 

You'll take away practical knowledge on how to:

  • Put storytelling concepts ahead of internal marketing dictates, clichés and jargon
  • Tell a newsworthy story using data relevant to your brand
  • Craft email subject lines that will grab a journalist’s attention
  • Use keywords and language that resonates most with senior leadership
  • Deploy the correct style and voice on different social media platforms to resonate with your audience
  • Adapt your brand’s existing style and “voice” for voice technology
  • Write optimized content that will improve your site’s rankings
  • Look for thematic gaps between your content and that of your competitors, and exploit those gaps
  • Write the most effective messaging for Facebook, Instagram, Twitter and Snapchat


  • Cait DeBaun

    Director, Communications
    U.S. Travel Association
  • Jonathan Rick

    The Jonathan Rick Group
  • Tracy Zampaglione

    Public Information Officer
    Orange County Corrections


The Yale Club

50 Vanderbilt Ave
New York, NY 10017

PR News’ Writing Boot Camp Luncheon will take place on November 7 at The Yale Club in Midtown New York City. The venue is just a block away from Grand Central Terminal and the 4, 5, and 6 Subway trains. If you are traveling for the luncheon and need lodging, take a look at PR News’ list of hotels in the area.



  • $695
    Valid until
    August 31, 2018
  • VIP Rate

    Valid until
    September 28, 2018
  • Early Bird Rate

    Valid until
    October 19, 2018
  • Regular Rate

    Valid until
    November 06, 2018
  • Onsite Rate


Nonprofits receive a $200 discount.
PR News members receive a $300 discount.
Groups receive a $100 discount per person.


General FAQ

What is PR News?

The PR News Group is a go-to source that serves the communications and marketing community at corporations, agencies and nonprofits. The PR News Group focuses on honing and growing PR and marketing professionals’ skills in social media, crisis management, digital PR, measurement, employee relations, media training, CSR and writing through its flagship newsletter, webinars, conferences, awards programs, workshops and guidebooks. With the launch of its weekly newsletter over 70 years ago, PR News has remained dedicated to supporting the growth of communicators and marketers all while keeping them abreast of the latest news affecting their industries.

How can I become a sponsor?

A variety of event sponsorship opportunities are available for these industry-known events. Please contact Sales Director Katie Sullivan at to book you spot soon as we have a limited number of slots available.

How can I become or suggest a speaker/panelist?

To be considered, please email Editorial Director, Steve Goldstein at

Registration FAQ

How do I register?

You can register online on our secure site. If you have any questions or concerns, please call or email Client Services at 1-800-777-5006;

What is included in the registration price?

Registration includes continental breakfast, access to all sessions, lunch, break beverages/snacks, a workbook, access to speaker presentations.

What kinds of payment do you accept?

We only accept credit card (AMEX, Visa, MasterCard) and check (must be received 10 days prior to the event) via our online registration. Register here.

Is there an additional discount for groups of 5 or more?

There is a discount for groups of 5 or more from the same company, please contact Client Services at 1-800-777-5006; for details.

What if I have a discount code?

Only one discount code can be honored, and only the first discount code used can be honored. Please note that discount codes are only good on NEW REGISTRATIONS. Discount codes cannot be applied to a registration that has already been processed and price adjustments are not available.

I’m part of the media, how can I get a complimentary pass?

If you’re interested in becoming one of our media partners and/or attending to cover the events, please submit your request to There are very few spots available and due to the high volume of requests, only those chosen to attend will be notified.

I am registered, but cannot attend. Can I cancel or transfer my registration?

You may substitute another individual in your place at no extra charge, but we do not refund registrations. That is clearly stated on the payment page of the registration process and confirmation message. If transferring, please forward the information to

I have a question about the Writing Boot Camp that I did not find here. What should I do?

Email questions to You may also call 1-800-777-5006 for additional assistance.


At the Writing Boot Camp presented by PR News, sponsors will reach hundreds of communications, marketing and digital professionals looking to improve their social media strategies and SEO. Join us as a thought leader at this dynamic industry event by becoming a sponsor today.

Have other sponsorship needs? You can customize a sponsorship package. Hurry, Only a Limited Number of Sponsorships are Available! For information about sponsorship packages, please contact Katie Sullivan at



For questions related to event registrations, please contact:


If you would like to sponsor this event, please contact:


For information on programming and speakers, please contact: