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Dec 1

Writing Skills for PR and Communication

December 1 @ 9:30 am - December 3 @ 11:00 am

$455 – $695

1 - 3 December 2020

CPD credits: 10

This course is presented online via Zoom in three parts.

This course will be run via Zoom at the following times. 

Part one: 1 December, 9.30am – 11.30am
Part two: 2 December, 9.30am – 11.30am
Part three: 3 December, 9.30am – 11.00am

Please note all three sessions are part of the same course so participants must attend all three sessions.

This course is limited to 9 participants. Small course numbers allow for tailored content and quality interaction between the facilitator and participants.


As we navigate COVID-19, finding the right words is a challenging task – one that may test even the hardiest writer.  We must take great care with the language we choose if we are to navigate the problems of recession, the age of outrage and the difficulties of digital debate.

The way we write has evolved, the way we read has changed and the way we use language has been altered for good. The clamour of immediacy frequently puts pictures and video first and we’re more likely to see our stories peppered with emoji rather than perfectly punctuated prose.

Do we still need the written word in today’s visual and virtual worlds? Yes we do – perhaps more than ever — but we need to approach it in a different way.

This online session is designed to help you refine your approach and write with confidence. It provides practical advice on how to deal with the blurred lines that exist between the written and spoken word.

We look at what your reader needs, how to find stories that matter and how we can provide effective written content whether your channel of choice is mainstream news media, the web, social updates or the next big CEO speech. If you want to refresh your writing or you are making a fresh start, this session is for you.

Key content

  • What’s the story – how to get to the heart of what’s going on
  • Who is at the heart of your story – and why do we need to know?
  • Famous Five – engage readers with your first five words
  • Wise words – ways to approach news, web, social content, emails, speeches and reports
  • Season with style – how to adapt tone and style at speed, make sense and engage your reader
  • Interest and intrigue – how to keep your readers with you to the end
  • Chop and change – how to keep your copy concise and your ideas clear
  • Headline hacking – how to craft headlines that draw your readers closer

Learning Outcomes

  • Developed understanding of different writing styles
  • Review and understanding of basic principles
  • Developed understanding of structure, speed and clarity
  • Improved understanding of varying channel demands

Who should attend?

The session is designed for anyone who wants to refresh and improve their writing skills in our rapidly changing world of words.


Catherine Arrow, LPRINZ, FCIPR, Founding Chartered Public Relations Practitioner

Catherine Arrow is an international public relations consultant and educator. She heads PR Knowledge Hub Ltd, a learning and development centre for public relations and communication professionals delivering online and face-to-face training.

A PRINZ Life member, a Fellow of the Chartered Institute of Public Relations and a Founding Chartered Public Relations Practitioner, Catherine serves on the Global Alliance Advisory Council following eight years of service as board member and secretary of the Global Alliance for Public Relations and Communication Management.

Alongside her training and consultancy work, she lectures and speaks about public relations in New Zealand and around the world. Recent publications include a chapter on future public relations practice in the CIPR book, ‘Lessons from Expert Practitioners’. Her career spans the Northern and Southern Hemispheres and, in 2012, was presented with the PRINZ President’s Award for exemplary contribution to the profession.


This course content aligns with the communication capabilities section of the Global Capability Framework with particular emphasis on this summary:

Communication Capabilities

  • To align communication strategies with organisational purpose and values
  • To identify and address communication problems proactively
  • To conduct formative and evaluative research to underpin communication strategies and tactics
  • To communicate effectively across a full range of platforms and technologies.

This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.

Please be aware of PRINZ payment and cancellation policy.

A student priced ticket to PRINZ courses is sometimes available for PRINZ Student members. Please email the office if you are a student member and would like to attend this course.



December 1 @ 9:30 am
December 3 @ 11:00 am
$455 – $695


Online via Zoom




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