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 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 February 4—and bring your laptop or tablet for a day of interactive learning. Don't forget to also join us the following day for our Digital PR Summit, which will be held the following day at the Westin Market Street in 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. 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 ContentYou 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:
9:00 - 10:00 a.m. How to Write News & Share-Worthy Press ReleasesPotent, 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:
Taylor L. Cole 10:15 - 11:15 a.m. Writing Clinic I: The Press Release and the Craft of RevisionOur 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 Break12:00 a.m. - 12:45 p.m. Luncheon & Keynote Presentation: Broadcasting Your Message & Your TalentFor 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. 12:45 - 1:00 p.m. Networking Break12:40 - 1:00 p.m. Be an Influential Writer on Social Networks NowYou'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:
Megan Maisel
Director 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 SuccessJournalists 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:
2:00 - 2:15 p.m. Networking Break2:15 - 3:45 p.m. Writing Clinic II: Craft an Email Subject Line and PitchHere'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 MessagesOur 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:
Christopher L. Hammond
Senior 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?
Sponsorship Information:Presented by PR News, this conference 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 [email protected] or 212-621-4964.
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Bonuses For Attending:
One lucky attendee will win a Surface Pro! You'll Become an Expert In:
Location:Conference Location: The Westin San Francisco, Market Street Please click here to book your room directly with the Westin. 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. ProceedsSome 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
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