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.
Please note:
- All attendees will need to bring a laptop with them to the course.
- Delegates must be fluent in spoken and written English.
Content Outline
Day 1 - The Foundations
- Why do we read?
- The triggers which an audience subconsciously respond to
- How to editorially profile your internal audience
- What makes that audience read on
- What makes something 'newsworthy'?
- The difference between news and feature 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 in writing
- How to construct standfirsts
- The importance of the introduction and different styles that can be used
- 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 the 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
About the trainer
Jill Wedge has been a journalist for more than twenty years. She took the National Council for the Training of Journalists Proficiency Certificate and worked in newspapers before moving into Public Relations and then Corporate Communications.
She’s been involved in Corporate Communications for 17 years, both on the client side (for Marks & Spencer where she edited all internal publications, national and international, and produced videos), for communications agencies and as a freelancer. She writes, edits, subs, advises clients on publishing and runs communications training workshops. Her company Vibrant Communications produces internal and external publications, and marketing literature.
She’s a former CiB, IVCA and PR Week Award-winner and a Fellow of the British Association of Communicators in Business
Current and previous clients include De Beers, BUPA, Esso, BP, BT, DHL, the Royal Bank of Scotland Group, Club Med, EMI, Thomson, Fidelity International and Guide Dogs for the Blind.
Registration information
Pricing
Melcrum Members: £990 per person
Non-members: £1090 per person
Please note: there is a £50 discount for all online bookings.
To be a Melcrum member you must be a subscriber to Strategic Communication Management or a member of the Internal Comms Hub.
3 Easy ways to register:
1. Register online using the links above
2. Call us on +44 (0)208 600 4670
3. E-mail us at training@melcrum.com
