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PRSA-NCC’s How to Write More Powerfully & Strategically for Public Relations and Public Affairs Purposes in Traditional and Social Media

December 10, 2015

This workshop focuses on writing and editing news releases and “pitch” emails/letters, although the guidelines covered apply to the essentials of all PR/PA writing. The workshop also touches on media alerts, Op-eds, speeches, letters to editors, blogs and website text.

To write more efficiently and effectively in today’s quick-time PR/PA environment, in which social media are fast dominating the communication landscape and the thrust of PR/PA responsibility and value.
The new PR/PA and business writing formula
Why strategic thinking and “snackable” content are the keys to success.
New writing tools and techniques for getting target audiences to take more action on their behalf and your behalf.
How to get the media to cover more of what you want covered.
How to take charge of the PR/PA writing function.

Improve your writing and editing skills
Help you become a “new era” PR/PA writer
Assist you in writing for greater advantage in all media
Strengthen your PR/PA writing leadership

December 10, 2015, 8:30am to 4:30pm


Ogilvy Washington
1111 19th St., NW, 3rd Floor
Washington, DC 20036

Cost: (includes continental breakfast and lunch)
$195 PRSA & WWPR Members
$275 Nonmembers
$120 Students/retirees
Refund/cancellation policy

Best principles and practices for writing more successful PR/PA communications
Form follows function as writing context
Word-working vs. word-smithing
What strategic writing embodies
Writing to get the action you want
Putting the “BIG PICTURE” in headlines, subject lines, leads
What media want to know that makes the difference for you
What readers want to know for their purposes, not yours
Being an outer-directed, not inner-directed writer
Using current news and research to enhance your messages’ and your organization’s credibility
Pitching and alerting media with time-saving templates
Role of creative copywriting in social media
Fashioning quotable, not gratuitous quotes
Ending pronoun inaccuracy and confusion
Eliminating obstructionist prepositions and other disruptive verbiage
Un-hyping hyperbole
Why the 5W’s make more sense than ever
Why the subject/verb/action connection wins the readability race
Trends and issues affecting PR/PA conduct (e.g., digital transformation, authenticity, communication integration)
Getting approvals for your writing before and as you write
Focusing writing time to increase productivity
AP Stylebook essentials
Becoming a proactive writer even as you react
Excelling at writing without being told or asked
Writing better Twitter, Facebook and LinkedIn entries.


Gary Nuzzi of D.C.-based Adfero Group presents and discusses how to use photos, logos, infographics, video and other graphics and images to enhance what you write. Adfero handles both traditional and digital public relations with a strong emphasis on digital communications.

Work in small groups to analyze key aspects of writing samples you and other attendees submit for analysis, concentrating on more engaging headlines, subject lines, leads, quotes.

Take home treasure trove of writing how-to, including time-saving writing templates.

Don Bates, APR, Fellow PRSA
Consulting writer, trainer, editor.
Writing instructor, New York University.
Founding Director, The George Washington University PR Master’s Degree Program.

See more at: http://www.prsa-ncc.org/write-more-powerfully-strategically-public-relations-and-public-affairs-purposes-traditional-and#sthash.23qt6nJ3.dpuf


December 10, 2015
Event Category:


Ogilvy, 1111 19th St., NW, 3rd Floor Washington, DC 20036