Category Archives: copywriting training Liverpool

PR 101: Four ways to improve your writing

With 2012 well under way – and plans to launch Buzzwords’ new copywriting courses (online and face-to-face) at an advanced stage – what better time could there be to spill a few beans on how to improve your PR writing. Here are four things that may set you thinking:

1. Use short, simple words

Don’t show off! French phrases and rare words might cut it in certain circles, but copywriting is all about communication.  You need to make sure ALL your readers know what you’re talking about without them having to scurry off for a dictionary (or, worse still, abandoning any attempt to read your gems altogether!).

2. Know who you’re writing for

Create a mental picture of who your readers might be.  Think about their age, interests, educational level, social influences and so on.  What will turn them on?  And what might put them off?  These are largely common sense things, but it’s wise to give them a thought before you start blazing away on the keyboard.

3. Research your subject

With business-to-business PR, you’re talking to specialists.  With consumer PR, you’re talking to savvy consumers who will twig right away that you’re not really on their wavelength and therefore not worthy of too much of their time.  Research material is everywhere on the Internet – so use it!.  You don’t need to regurgitate dry facts.  Think around the subject.  Put facts and events in the context of your own particular message.  Be relaxed in your writing by all means; but most of all, make sure you’re credible.

4. Aim high – and keep it that way!

Quality PR writing is all about clarity and energy.  If you can achieve that in everything you write, then your readers will stay with you until the bitter end.  If you’ve read this far, you’ll know what I mean!

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How to write a press release

Can you teach someone how to write a press release? Or is it like so many aspects of copywriting for PR, a matter of instinct and innate flair?

There’s a new page on Buzzwords’ main website outlining the main points to consider when writing a press release. Much of it is common sense. Anyone tasked with the job of writing press releases will quickly find out what’s required.

Let’s face it: the elements are simple. First, there’s a headline followed by the body copy and then finished off with contact details (and possibly some supplementary information included at the very end of the release under the heading ‘Notes for Editors’).

It’s probably more important to understand what a press release is for, and how the news you want to announce can be best presented to editors. The mechanics of what goes where in a release should be a matter of course for anyone whose work involves sales and marketing!

Top of this list is understanding that news releases are about presenting information in a clear and logical way. They are not advertising pieces which set out to persuade people to buy. In other words, the facts should speak for themselves.

It is also vital to make sure that both editors and the ultimate readers of your release have ways of making contact. For editors, this is so they can ask for more information. For the reader of the published release, they will obviously need to know who to contact for information about how to secure the services or products described in the release.

Again, this is all common sense. Tips about eye-catching headlines, including quotes in the text and summarising your message in the opening paragraphs are obviously useful. Very soon, however, these will become second nature to regular writers of press releases.

(To find out more, visit the relevant page on Buzzwords’ website. You’ll find it by clicking on the ‘Copywriting for PR’ tab on the main navigation bar.)

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PR copywriting training – Manchester, Cheshire, Liverpool, Lancashire

Half-day one-to-one copywriting training modules are now being provided by Buzzwords from its offices in Knutsford, Cheshire (south Manchester).

Interested individuals start with a two-hour Assessment in Knutsford to identify what is expected of the subsequent training sessions.  A written report is provided which sets out future training recommendations.

This highly personalised approach uses a copywriting coaching model to make sure that the training is tailored to an individual’s specific needs, such as how to write news releases, articles, websites and so on.

Buzzwords’ one-to-one training will be useful for:

  • Aspiring copywriters (who want a new career as a copywriter but maybe aren’t sure where to start)
  • Owners of small or medium-size businesses (SMEs) who want to take the copywriting function in-house and save themselves money
  • Employees in larger organisations who want to broaden their copywriting knowledge and improve their writing skills.

The initial Assessment and Report costs £POA + VAT.

Half-day training modules cost £POA + VAT

For more details, call Mike Beeson on 01565 654023 or visit Buzzwords’ website at: (adding  the ‘www’ prefix).

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