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Attend PR News' Writing Boot Camp and get the how-to's from expert trainers in writing SEO-optimized and shareable press releases, crafting email pitches that stand a chance of getting opened by journalists, writing content for mobile devices and social media, applying storytelling concepts to your PR writing and much more. We look forward to seeing you on Nov. 21—and bring your laptop or tablet for a day of interactive learning.

Agenda:

9:00 - 9:30 a.m. How to Think Like a Journalist and Write Like One for PR
9:30 - 10:15 a.m. How to Write News- & Share-Worthy Press Releases
10:15 - 10:30 a.m. Networking Break
10:30 - 11:45 a.m. Writing Clinic I: The Press Release and the Craft of Revision
11:45 a.m. - Noon Networking Break
Noon – 12:45 p.m. Food and Thought Networking Lunch
12:45 – 1:00 p.m. Networking Break
1:00 - 1:30 p.m. Mobile Communications: How to Write Right for Mobile
1:30 - 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

Speakers:

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. And to be an effective PR writer, you can't stand still and reread Strunk & White every two years.

9:00 - 9:30 a.m. - How to Think Like a Journalist and Write Like One for PR

Brands keep hearing a drumbeat of advice that they need to be content creators and that they can no longer rely on traditional media outlets to tell their story and help build brand awareness. In this essential kickoff session, former journalist and current social media content specialist Jody Robbins of Blast Marketing & PR will speak to the need for online content that is engaging to both consumers and the media.

You'll learn how to:

  • Create an editorial calendar for a blog and a corresponding publishing schedule for social media channels (should correspond to marketing and other pertinent calendars)
  • Tie blog content to e-news and social media efforts
  • Create content about others, not just yourself
  • Apply good interviewing and note-taking skills to create original copy that tells a story
  • Look for talent within your organization, and have people write about their areas of expertise
  • Tell the story of your company with a blog
Jody Robbins
Director of Social Media
Blast Marketing & PR
@BlastMkt

9:30 - 10:15 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, search-optimized press release headlines and leads that grab readers' attention
  • Simplify your language and avoid the use of complex or vague industry jargon and hyperbole
  • 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
  • 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
  • Manage edits from clients and colleagues that compromise the quality and power of your PR writing
  • Research target keywords and implement them to gain better visibility and increase brand exposure on search engines
Ben Lincoln
Writing Director
GolinHarris
@BenTilious
@GolinHarris
Dan Santow
Executive Vice President/Director,
Editorial Services
Edelman
@SantowDan
@EdelmanPR

10:15 - 10:30 a.m. - Networking Break

10:30 - 11:45 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. - Noon - Networking Break

Noon – 12:45 p.m. - Food and Thought Networking Lunch

Celebrated authors often say that the best way to become a great writer is to read great books. And you'll get to discuss with your fellow Boot Camp attendees the books that inspire you the most at this networking lunch. We're going to designate a book genre for each table—you'll pick the genre that interests you most and share your reading passions with like-minded readers.

12:45 – 1:00 p.m. - Networking Break

1:00 - 1:30 p.m. - Mobile Communications: How to Write Right for Mobile

Smartphones and tablet devices have changed the way we consume content—which means your job as a communicator has changed too. 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:

  • Write concise content that doesn’t test the impatience of mobile users
  • Create the kind of fun content mobile users love, such as lists and news briefs
  • Tweet and post on Facebook with the small, mobile screen in mind
  • Tailor your content for specific demographics
  • Optimize your content specifically for mobile devices
Jamie Izaks
President
All Points Public Relations
@jizaks
@AllPointsPR

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
Katie Durkin
Senior Vice President,
Lead Media
Weber Shandwick
@WeberShandwick

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. Katie Durkin, SVP, lead media for Weber Shandwick 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.

Dina Bair
Anchor, WGN Midday News
WGN-TV
@DinaBairWGN
Chris Fusco
Staff Reporter
Chicago Sun-Times
@FuscoChris
Johanna M. Cook
Founder/Blogger/Video Host
Momma Cuisine
@mommacuisine

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
Jennifer McGrath
Corporate Relations Manager
The Allstate Foundation
@ClickToEmpower

Pricing:

Per Person Rate Regular Rate:
Writing Boot Camp $895

 

Group Rate Regular Rate:
Writing Boot Camp $845

 

Register:

Questions?
Contact Saun Sayamongkhun at saun@accessintel.com or 301-354-1694.
[Back to the Top]

Testimonials from Past PR News Conferences:SHOW

  • 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

Each registration comes with the materials provided by the speakers and a personalized certificate of completion for attending the PR Media Relations Conference. [Back to the Top]

Sponsorship Information:SHOW

Presented by PR News, this boot camp offers a limited number of sponsor and exhibitor opportunities to connect with these communications professionals. To find out how to become a sponsor, contact Diane Schwartz, SVP & Group Publisher, PR News at dschwartz@accessintel.com or 212-621-4964.

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)
  • Best Practices for Writing Success on the Job
  • Guidelines for Writing Publishable Quotes
  • Certificate of Completion

You'll Become an Expert In:

  • Putting your intended audience or reader at the center of your written communications, instead of yourself
  • Writing killer press release headlines
  • Using basic SEO tactics to increase the searchability of your press release
  • Increasing the shareability of your press releases
  • Writing concise email subject lines
  • Confining your entire email pitch to one paragraph
  • Researching target keywords and implement them to gain better visibility and increase brand exposure on search engines
  • Optimizing press releases and headlines to generate media coverage
  • Telling your brand's story through social media
  • Bridging the gap between good writing and effective storytelling

Location:

Conference Location:
Hyatt Regency Chicago
151 East Wacker Drive
Chicago, Illinois, USA, 60601

Hotel Rooms:
The Hyatt Regency Chicago

Nearby Hotels (5-Minute Walk)
Swissôtel
The Fairmont Chicago

Dress Code: Business Casual

Questions?
If you'd like to register by phone or have questions regarding the program, please contact, Saun Sayamongkhun at saun@accessintel.com; 301-354-1694.

Who Should Attend:

If you spend at least a quarter of your time in any of these areas, you should attend this Boot Camp:
  • Public Relations
  • Digital PR
  • 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

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 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.

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
  • Today's program was terrific: very inspirational case studies and lots of practical, easy-to-follow guidance. -Public Relations Consultant
  • 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