Benefits of Attending

This training course will enable you to:

• Reach an understanding of how your internal audience reads, responds and takes action instigated by what they read.
• Learn how to ‘find’ your particular audience and develop writing techniques and skills to effectively reach them.

Content Outline

Day 1 - The Foundations

• Why we read anything
• The triggers which an audience unconsciously responds to
• How to editorially profile your internal audience
• What makes that audience read on
• An understanding of newsworthy
• The difference between news and features techniques for an internal audience
• An exploration of the use of these techniques for an internal audience
• The importance of people in your internal written communications
• The interviewing process for quotes

Day 2 - Techniques

• An explanation of the angle and its importance
• How to construct standfirsts
• The importance of the intro and different types of intros
• How to construct a structure plan
• The different types of structure plan and their uses
• How to obtain the correct mixture of colour, narrative copy and quotes
• The use of sidebars and boxes
• Techniques for best use of paragraphs and sentences
• How to end and the various techniques for ending
• Best practice for internal announcements using the above writing techniques
• How to critique your own work
• Q and As

About the trainer

 

Sue Heal is a widely experienced media trainer and national newspaper and magazine journalist.

She specialises in developing effective writing styles for large companies. Recent clients have included Sony Europe, British Telecom and The Ministry of Defence.

Sue has written extensively for most major publications including The Observer, The Sunday Times, Daily Mirror, The Express, Daily Mail, Mail On Sunday, Radio Times, and Good Housekeeping amongst others. Her executive editorial roles have included Commissioning Editor The Express, Assistant Editor Womans Own and columnist on Today. She is also a publication launch consultant.

Sue has developed and delivered both external and bespoke writing courses for, amongst others, The Guardian, BBC, World Wildlife Fund, Dr Barnados, The National Trust, EMPA Publishing and Hambros Bank.

She is a regular guest lecturer in Journalism.

 

Registration information

Pricing: £1,090 per attendee.

 

Internal Comms Hub members and SCM subscribers price: £990.

Please call on +44 (0)208 600 4670 to take advantage of your special discount.

4 Easy ways to register:

1. Register online via the links above
2. Download an order form and fax it back to +44 (0)208 741 9975
3. Call us on +44 (0)208 600 4670
4. e-mail us at skills@melcrum.com