Your Public Relations and Communications Community


Writing Skills to Increase PR Reach and Results


Availability
On-Demand
Course Duration: Approx. 6 hours
Lesson Duration: Approx. 60–90 minutes

Note: The prices below are for the full four-part course. The price of each individual module is $199 for PRSA members and $249 for nonmembers.
Full Price: $799
Members: $699

Category: Writing

This comprehensive e-learning course covers the four cornerstones of today’s demanding PR writing skillset:

  1. “PR Writing Essentials: Write Like a Journalist for Greater Media Placement and Audience Engagement”
  2. “Press Releases: Woo Editors and Wow the Public in the Digital Age”
  3. “Proofing and Grammar for PR: Master Proofreading Principles and Grammar for Maximum Credibility”
  4. “Advanced PR Writing: Apply Creativity, Style and Voice for Greater Impact”

This course will teach you a set of solid skills and techniques that will help you create compelling, engaging PR materials — for traditional or social media. You’ll learn how to avoid common PR writing mistakes, how to think and write like a journalist, and how to compel readers, increase reach and boost results regardless of medium.

This course is educational and convenient: You can take Michael Smart’s “Writing Skills to Increase PR Reach and Results” course in one of two ways:

  • Comprehensive Course Sign up for the full, four-part e-learning program that includes PowerPoint slides, Michael Smart’s “voice-over” teaching narration, quizzes and video segments. Total cost for four hours of advanced PR writing instruction for PRSA members: $699 (a $100 savings).
     
  • À La Carte The modules also can be taken individually, with each comprised of bite-sized 7–9 minute lessons designed to be taken at home, during lunch or before, during or after work — without interrupting other activities. This option is best for communicators seeking to brush up on specific writing skills, or those who may return to take other modules later. Cost per module for PRSA members: $199.

What You’ll Learn

MODULE 1
“PR Writing Essentials: Write Like a Journalist for Greater Media Placement and Audience Engagement”

Create copy that persuades, but remains unshakably believable with the lessons:

  • The Current State of PR Writing and Why It’s Not Okay
  • How to Fix It: A New Definition of Good PR Writing
  • Writing Simple, Direct Sentences
  • Active Voice: Command Attention
  • Be Persuasive: Avoid Hype, Write Like Journalists
  • Show, Don’t Tell (Part I): Vivid Descriptions
  • Show, Don’t Tell (Part II): Validate Claims
  • Remove Jargon: Write Accessibly

MODULE 2
“Press Releases: Woo Editors and Wow the Public in the Digital Age”

Target your press writing to editors and your management with the lessons:

  • News Releases (Part I): Proper Purposes and Changes
  • News Releases (Part II): Achieving the Proper Tone
  • Mapping Strategy (Part I)
  • Mapping Strategy (Part II)
  • How to Organize a News Release: Seven Components of Every Press Release
  • News Release Leads: Concise and Specific
  • Quotes: Credible and Personable
  • How to Think About SEO When Writing Releases
  • Other Common Formats: Backgrounds/Case Studies and Op-Eds (Pitches covered in separate course.)

MODULE 3
“Proofing and Grammar for PR: Master Proofreading Principles and Grammar for Maximum Credibility”

Make your copy tighter … and make writing it a whole lot easier with the lessons:

  • Reducing Wordiness: Concise and Direct
  • Cutting Redundancies and Other Useless Words
  • Cutting Clichés and Wordy Idioms
  • Shorten Sentences: Propel Readers
  • Consequences of Writing Errors: Horrifying Examples
  • Proofreading Tips and Tricks
  • Don’t Use the Wrong Word
  • Avoid Grammar Errors (Part I)
  • Avoid Grammar Errors (Part II)

MODULE 4
“Advanced PR Writing: Apply Creativity, Style and Voice for Greater Impact”

Give your presentations impressive new flair and creativity with the lessons:

  • Take Advantage of Surprise
  • Creative Word Choice
  • Using Imagery and Metaphors
  • Narrative Technique and Becoming a Compelling Storyteller
  • Stylistic Revolt: Disrupt Your Structure
  • Finding Your Voice

WHAT YOUR COLLEAGUES SAY ABOUT MICHAEL SMART’S EFFECT ON THEIR PR WRITING SUCCESS

“I loved every part of Michael’s writing training. I used to put off writing my press releases because I didn’t enjoy it very much, but now it’s almost like fun! Michael’s tricks and methods were VERY helpful, and I used my precious notes as I was writing my latest release, which got published in the London Sunday Times.”

— Caroline Mennetrier
Director of Public Relations
Four Seasons Hotel George V, Paris


“PRSA’s e-learning course provides valuable insights for PR professionals to refine critical skills. The structure allowed me to follow a course at my own pace — doing short lessons in between meetings that provided take-away ideas I could apply immediately.”

— Jessica Noonan
Associate
Burson-Marsteller


“If you are a new public relations professional or seasoned professional needing to get back to the basics on writing press releases, this upbeat lesson will get you ready. The lesson provides valuable tools and concise information broken into nine modules to allow for easy completion in short intervals or one long session.”

— Brandi Littlejohn Skeen, MBA
Process Improvement Leader
Lean Six Sigma


Looking for additional online training? Also available are 60–90 minute live or on-demand webinars providing convenient access to expert tips, tools and resources on a variety of topics. View full training calendar.

Questions? Please contact pd@prsa.org.

Presenter

Michael Smart, principal, MichaelSMARTPR

Photo of Michael Smart Smart has been landing top-tier coverage for 15 years. He also has trained more than 7,000 communicators across the globe on how to boost their media and blog placements, including pros from Allstate, Disney, Verizon, Hilton, Honda, Edelman and many other organizations, large and small. He has been among the top-rated presenters at the PRSA International Conference three times.

Participants earn 1.0 APR Maintenance Credit for each completed module of this course. www.prsa.org/Learning/Accreditation.

 


 
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