Writing Boot Camp

REGISTER NOW

Early Bird Rate Ends April 2
Government Rates Available


Transform your PR writing into shareable, multimedia content that gets noticed.

Effective PR writing is essential to successful messaging. Carefully crafted writing can convert skeptics into evangelists, and make any press release, blog post, email, or story pitch resonate with even the harshest of critics. Join PR News at the historic National Press Club in Washington, D.C., on April 21 for its Writing Boot Camp, where you’ll learn and practice the skills you need to be a good PR writer and create appealing content for a variety of channels.

View the Agenda

You can also register for PR News’ PR Measurement Conference, which will be held on April 20, also at the National Press Club.

In this interactive workshop, you’ll learn how to put storytelling concepts ahead of internal marketing dictates, clichés and jargon; write catchy, search-optimized messaging; manage internal and client edits, avoid bad writing habits and more.

What we’ll cover:

  • Why that old standby—the press release—still works, and how it’s changed
  • How to write potent, search-optimized news release headlines and leads that grab readers’ attention
  • Strategies for ensuring your team is writing SEO-effective content
  • How to make your press releases work in tandem with the rise of social media
  • How to nurture and listen to your inner copy editor

 

Schedule At–A–Glance


REGISTER NOW

Early Bird Rate Ends April 2
Government Rates Available

Detailed Schedule


8:30 a.m. 9:00 a.m.

Breakfast and Networking

9:00 a.m. 9:45 a.m.

Grammar and Punctuation Essentials for Professional Communicators

The temptation to bang out written PR and marketing copy the same way you bang out texts on mobile devices intensifies with every passing day. This opening session will show you how to resist that temptation and avoid the poor grammar, misspelled words, sloppy punctuation and excessive jargon and acronyms that can damage your professional credibility—and the credibility of your brand communications.

We’ll cover:

  • Run-on sentences and segment fragments
  • Common punctuation errors that veteran communicators often make
  • Establishing logical sequences in sentence and paragraph construction
  • Omitting needless words
  • Developing your inner copy editor and being scrupulous about fact-checking, spelling errors and style inconsistencies
  • Knowing which online grammar tools to use—and knowing when not to use them
  • Becoming the lead proofreader and editor of written content for your team

Speaker:

Jonathan-Rick
Jonathan Rick
President
The Jonathan Rick Group
9:45 a.m. 10:00 a.m.

Networking Break

10:00 a.m. 11:30 a.m.

Use the Right Metrics to Prove the ROI of Your Written Content

At this session you’ll learn how to identify business objectives that you can influence through writing-based PR campaigns such as press releases and blog posts, and build your media relations around those objectives. You’ll get case study examples of communications efforts that are tied to outcomes that move the business needle, and how key performance indicators are used to showcase the success of written campaigns.

You’ll learn how to:

  • Set outcomes and KPIs for your written content that are tied to business objectives
  • Develop quantitative, desired outcomes that you can actually reach
  • Be specific about the stakeholders you’re trying to reach with your press releases
  • Select and use technology tools to track the desired outcomes/response to your written content
  • Refine your strategy when the analytics tell you you’re on the wrong track with your press releases
  • Present data to senior leaders

Speakers:

NASCAR Headshots - New York
Jon Schwartz
Managing Director, Integrated Marketing Communications
NASCAR
Burns_Mary_Liz
Mary Liz Burns
Integrated Communications and Marketing Strategy Director
AARP
Reicherter_Barry-300x300
Barry Reicherter
Partner, Digital Insights
Finn Partners
11:30 a.m. 11:45 a.m.

Networking Break

11:45 a.m. 12:30 p.m.

Lunch

12:30 p.m. 1:15 p.m.

SEO Tips That Get Your Press Releases and Other Written Content Found

We’ll kick off the afternoon with a discussion about search engine optimization and the various factors that must be taken into account to raise the profile of your written content in Google search. You’ll also learn about techniques that can improve your search ranking and how to avoid “black hat” methods that can get you booted from Google searches.

You’ll learn how to:

  • Use keywords and meta tags effectively
  • Avoid overuse of keywords and links that can actually harm your page ranking
  • Understand Google’s SEO ranking factors
  • Optimize your press release headlines and lead paragraphs

Bonus Tip Sheet: How to Develop SEO-Friendly Content

Speaker:

Heseltine_Simon
Simon Heseltine
Senior Director - Audience Development
AOL
1:15 p.m. 2:15 p.m.

The Press Release: Creating Content that Reporters Will Actually Read

Well-written, useful news releases remain an essential PR tactic for delivering information to journalists, bloggers and other media outlets. They provide shareable content that spreads your brand message online. Reporters and editors are increasingly forced to do more with less, and your well-crafted release can make their lives easier—and advance your communication strategy. Our trainers will show you how to craft search-optimized and shareable news release for the media-savvy consumers and downsized newsrooms.

You’ll learn to:

  • Craft releases that go beyond “what, where and when” to “why” and “why now”
  • Recognize when an item is press release-worthy
  • Use quotes that can become powerful brand messaging tools
  • Write potent, search optimized news release headlines and leads that grab readers’ attention
  • Communicate to the reporter’s audience from the reporter’s perspective
  • Communicate with your audience from their perspective
  • Write for your audience by focusing on the benefits to the reader of your product or service
  • Include key supporting materials that helps do the journalists’ jobs for them
  • How to make your press releases work in tandem with the rise of social media
  • How to write for search engines
  • Put storytelling concepts ahead of internal marketing dictates, clichés and jargon
  • Manage editing “suggestions” from senior leaders and clients

Bonus: How to Write and Syndicate an SEO-Friendly Press Release

Speakers:

Hillman_Elizabeth
Elizabeth Hillman
Senior Vice President, Communications
Discovery Education
Ronan_Dan
Dan Ronan
Senior Director, Communications, Media and Marketing
American Bus Association
2:15 p.m. 3:30 p.m.

Writing Clinic: The News Release and the Craft of Revision

Our press release writing trainers will assist you and your fellow attendees as you work together to revise sample releases selected from those sent in advance by Press Release Writing Boot Camp participants (all participants will need to bring a laptop or tablet). Our media experts will evaluate your final product.

Speakers:

Hillman_Elizabeth
Elizabeth Hillman
Senior Vice President, Communications
Discovery Education
Ronan_Dan
Dan Ronan
Senior Director, Communications, Media and Marketing
American Bus Association
Kern_Rebecca
Rebecca Kern
Reporter
Bloomberg BNA
3:30 p.m. 3:35 p.m.

Closing Remarks

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