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| 8:30 - 9:00 a.m. | How to Spot the Jargon, Cliches and Catchphrases in Your Own PR Content |
| 9:00 - 10:00 a.m. | How to Write News- & Share-Worthy Press Releases |
| 10:00 - 10:15 a.m. | Networking Break |
| 10:15 - 11:45 a.m. | Writing Clinic I: The Press Release and the Craft of Revision |
| 11:45 a.m. - 12:00 p.m. | Networking Break |
| 12:00. - 12:45 p.m. | Luncheon & Keynote Presentation: Broadcasting Your Message & Your Talent |
| 12:45 - 1:00 p.m. | Networking Break |
| 1:00 - 1:30 p.m. | Be an Influential Writer on Social Networks Now |
| 1:03 - 2:00 p.m. | How to Craft Emails for Media Relations Success |
| 2:00 - 2:15 p.m. | Networking Break |
| 2:15 - 3:45 p.m. | Writing Clinic II: Craft an Email Subject Line and Pitch |
| 3:45 - 4:15 p.m. | Make the Leap to Storytelling With Your PR Messages |
What We'll Cover
Effective 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. These sessions are geared to help you cut through the clutter with razor-sharp, must-read written content.
8:30 - 9:00 a.m. How to Spot the Jargon, Cliches and Catchphrases in Your Own PR Content
You have mere seconds to grab the attention of journalists, influencers and customers with your written content. Learn how to identify your own empty jargon, overused catchphrases and clichés that cloud your intent and, often, mask a loose grasp on the product or service you're promoting. 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:
- Avoid "padding" such as needless adjectives, hyperbole and overused, empty catchphrases
- Determine the business reason for a document before typing a single word
- Simplify your language and avoid the use of complex or vague industry jargon
- Manage edits from clients and colleagues that compromise the quality and power of your PR writing
9:00 - 10:00 a.m. How to Write News & Share-Worthy Press Releases
Potent, well-written, useful press releases continue to be an essential PR tactic to deliver news to journalists, bloggers and other media outlets. They also provide shareable, informative content that spreads your brand message online to anyone who might be interested in your company or industry. 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 search-optimized and shareable press releases for the age of downsized newsrooms and media-savvy consumers.
You'll learn how to:
- Write killer press release headlines and leads that grab readers' attention
- Turn the executive quote from a generic placeholder into a powerful brand messaging tool
- Craft releases that go beyond just "what, where and when" to "why" and "why now"
- Include key supporting material that does journalists' jobs for them
- Research target keywords and implement them to gain better visibility and increase brand exposure on search engines
- Focus on the benefits to the reader of your product or service in your written materials, instead of on its features and internally perceived uniqueness
Taylor L. Cole
Director of Public Relations and Social Media
Hotels.com
@TravelwithTLC
10:15 - 11:15 a.m. Writing Clinic I: The Press Release and the Craft of Revision
Our trainers will assist you as you and your fellow attendees revise a sample release selected from those sent in advance by Boot Camp participants (all Boot Camp participants will need to bring a laptop or tablet). Work with your peers to shape an effective release—and have it evaluated by our media experts.
11:45 a.m.- 12:00 p.m. Networking Break
12:00 a.m. - 12:45 p.m. Luncheon & Keynote Presentation: Broadcasting Your Message & Your Talent
For those in the business of media relations and communications, the challenge to get heard amid the media din is ever more daunting. How do you stand out when success is your goal? In his keynote address, Kraig Kann, who spent 25 years in front of the camera, started a media consulting business and now serves as chief communications officer for the LPGA, will coach you on putting your native communications talent to work. He spends his days preaching the importance of having a relative message before chasing media for exposure and selling the idea that the media is an opportunity and not an obligation. He'll share views on the power of creative communication, and why connecting with key media and your key audience is more critical than ever.
Kraig KannChief Communications Officer
LPGA
12:45 - 1:00 p.m. Networking Break
12:40 - 1:00 p.m. Be an Influential Writer on Social Networks Now
You'll get smart tips and case study examples that will show you how to write tweets, Facebook posts and even Pinterest descriptions and Instagram comments that make an impact on your target audience. Each social media network has its own set of limitations and user expectations, and you'll learn how to use those limitations and expectations to your advantage and create concise, influential messages that are likely to be shared.
You'll learn how to:
- Write tweets that cut through the clutter and are likely to be retweeted
- Get creative in your use of Twitter hashtags
- Find a good balance between using sometimes mystifying Twitter abbreviations and straightforward writing
- Write short Facebook posts that are likely to stimulate engagement
- Write Pinterest descriptions and Instagram comments that increase the likelihood that your visual content will be shared
Megan MaiselDirector of Integrated Media Communications
The University of Texas MD Anderson Cancer Center
@MDAndersonNews
1:30 - 2:00 p.m. How to Craft Emails for Media Relations Success
Journalists who've spoken at PR News events have admitted to deleting email pitches in batches of 20 with barely a cursory glance at the subject lines. It's a fact of life for PR pros—and that's why you need to learn how to write subject lines and pitches that will make a journalist or blogger hesitate before hitting the delete button. You'll learn how to craft subject lines that scream "Open me!" and pitches that are designed to make the lives of journalists and other influencers easier and, in the process, build relationships with the influencers that matter most in your market.
You'll learn how to:
- Write concise, focused email subject lines
- Avoid subject lines that tease but aren't backed up by the email's content
- Determine prime times for sending email pitches
- Confine your entire email pitch to one paragraph
- Write in a format that maximizes journalists' ability to perceive value for the audiences
- Provide specific information and insights to journalists who are increasingly generalists on smaller staffs
- Think like the journalists and bloggers you're pitching
2:00 - 2:15 p.m. Networking Break
2:15 - 3:45 p.m. Writing Clinic II: Craft an Email Subject Line and Pitch
Here's where you get to test your expertise in crafting great email pitches. Our email pitch writing trainer will lead you in an exercise where you'll develop a winning subject line and pitch and present it to our panel of journalists, who will give you their real-time (and sometimes frank but always good-natured) on-site feedback.
3:45 - 4:15 p.m. Make the Leap to Storytelling With Your PR Messages
Our 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:
- Spot opportunities within your organization for brand storytelling
- Tell your brand's story through social media
- Understand how effective storytelling relates to PR
- Unleash your verbal and written storytelling skills
- Bridge the gap between good writing and effective storytelling
Christopher L. HammondSenior Vice President of Corporate Communications
Wells Fargo
@ChrisHammondWF
Pricing:
PR News' Digital PR Summit will take place on February 5, a day after the Writing Boot Camp on February 4. Both events will be held at the Westin Market Street San Francisco. When registering, you have the option to register for the PR News Writing Boot Camp only or add the Digital PR Summit to your registration.
Questions?
Contact Saun Sayamongkhun at [email protected] or 301-354-1694.
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Sponsorship Information:
Bonuses For Attending:
- A list of AP Stylebook priorities
- A list of 100 Troublesome Adjectives
- News Release Guidelines
- Notes on Ledes (a.k.a. Leads)
- A list of Verbs to Replace Sacrosanct "Said"
- Best Practices for Writing Success on the Job
- Guidelines for Writing Publishable Quotes
- Certificate of Completion
One lucky attendee will win a Surface Pro!
You'll Become an Expert In:
- Putting your intended audience or reader at the center of your written communications, instead of yourself
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Writing killer press release headlines
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Using basic SEO tactics to increase the searchability of your press release
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Increasing the shareability of your press releases
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Writing concise email subject lines
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Confining your entire email pitch to one paragraph
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Researching target keywords and implement them to gain better visibility and increase brand exposure on search engines
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Optimizing press releases and headlines to generate media coverage
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Crafting tweets that are likely to be retweeted
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Spotting opportunities within your organization for brand storytelling
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Telling your brand's story through social media
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Bridging the gap between good writing and effective storytelling
Location:
Conference Location:
The Westin San Francisco, Market Street
50 3rd Street
San Francisco, CA 94103
Please click here to book your room directly with the Westin.
Dress Code: Business Casual
Questions?
If you'd like to register by phone or have questions regarding the program, please contact, Saun Sayamongkhun at [email protected]; 301-354-1694.
Who Should Attend:
- Public Relations
- Digital and Social Media
- Community Relations
- Corporate Communications
- Word of Mouth Marketing
- SEM/SEO Management
- Publicity
- Brand Marketing
- Video Production
- Marketing Communications
- Employee Communications
- PR Business Development
- Human Resources
- Public Affairs/Issues Management
- Media Relations
- Research
- Analytics
- Measurement
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.
Download Editable Word Doc
Proceeds
Some proceeds from this conference will go to The Future Project- whose mission is to turn high schools into Future Schools, where students develop the skills to pursue their dreams.Some proceeds from this conference will go to Newtown's Memorial Fund - whose mission is to "provide for the immediate needs of the families of the 26 victims, those who were wounded but survived, the 12 children who were first-hand witnesses, and the others affected."
Testimonials
- 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
- My favorite speakers were Eliason, McCormick, Miller, Perkett and Roth. Great content; great presenters. – Media Relations Manager, ACT
- I thought it was incredibly relevant to the audience. I walked away with several key ideas that I can't wait to implement on my clients behalf. – Chief Public Affairs Officer, Clemson University
- Great topics. Good variety. - President, Andrea Obston Marketing Communications
- It was a fantastically event, and many of the strategies delivered today will inform our company's social media policies moving forward. – Online News Producer, Education Week
- Very good, well organized. – Director eRecruitment & Social Media, Sun Life Financial
- Great conference, speakers and venue!! Loved the clean, candid approach of all speakers towards the challenging environment of social media. -External Relations, US Operations and Marketing North America, Procter & Gamble
- I thought it was a wonderful event and I learned a great deal. It was an incredibly valuable seminar. -VP of Marketing, Retirement Living TV
- I was also so impressed with the overall event. The quality of the presentations was top-notch, and the ability to network with like-minded people during the breaks and at lunch was invaluable. -Director, Global Media Relations, SAP AG
- This was one of the best conferences I've ever attended. - Social Media Manager, Nautica
- I learned more in one day than I've learned all year! -Director, New Media, American Heart Association
- Fantastic keynote. The energy was perfect for a mid-day pick-me-up. Loved that PR is so well represented - rarely the case at other social media conferences. -Executive Director, PR & Communications, Jackson Spalding
- Great information and speakers. -E-Marketing Specialist, Ruud Lighting, Inc.
- Extremely helpful program and I learned a lot. -CEO, Alongi Media Solutions
- Wonderful and insightful event in which I would like to have my entire team participate, including some clients. -Account Executive, Digital Brand Architects
- Great event! I'm taking away valuable information and am excited to put the new knowledge to use! Well executed. Thanks! -Communications and Organizational Effectiveness Analyst, Hostess Brands, Inc.
- Fantastic and inspiring! -Program Marketing Manager, Pacific Gas & Electric Company
- Very helpful ideas that I will be able to use right away. Thanks! -Staff Services Manager, CalPERS
- Great speakers. -General Manager, KXLY Radio Group