PR writing workshops and coaching

Most PR practitioners, who constantly churn out press releases and other documents, write better than the average working professional. Still many don't effectively convey news—and can't break through to editors and producers. Plus, many write dull new business proposals that are too similar to competitors'.

Jack Appleman's PR writing workshops are tailored to the requirements of the participants--considering their experience, challenges and frequently written documents. Plus, his one-on-one coaching addresses the specific needs of each individual.

Topics covered

Why good PR writing matters
Write clear, concise & well-organized copy
Thinks like editors/producers to frame stories
Write breakthrough headlines and leads
Write effective press releases, pitch letters, proposals and op-ed columns
Improving PR copy on an ongoing basis

Tips to attract editors and producers

Put yourself in the place of journalists evaluating hundreds other releases and pitches. If yours doesn't stand out right away, it may never get read.
Visualize the headline of the story idea you're pitching. Ask yourself if it's newsworthy to that publication. If not, fine-tune the story angle.
Express the most important news value in the subject line. Which of these subject lines would editors click on first?
- New call center software uses latest technology to improve performance
- New call center software triples number of customers serviced in one* day
To help uncover news, role play with a colleague acting as a cynical editor, who keeps asking: "What's the news and why should my readers care?"

To discuss a PR workshop or one-on-one coaching program tailored to the needs of you or your employees, call 845.782.2419 (jack@sgwriting.com).

See Jack's award-winning article, Writing instruction helps PR pros break through to the media.

Testimonials

Eric Goldman, Vice President Public Relations, Rx Communications Group

"My PR and financial communication writing for pharmaceutical, biotechnology and life science clients must be clear, concise and impactful. Jack Appleman's business writing book and coaching have fine-tuned my writing skills with clients and the media. "

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