Issues and Crisis Management
2023-03-08 09:30 - 16:00 (Pacific/Auckland) | Auckland
Wednesday 4th & 11th March 2026 @ 9:30am - 12:00pm

OverviewIn this interactive online workshop, we cover the principles for preparing great media releases, communications materials, and general business content. Our resident editing expert, Julie Shannon, will teach you how to craft engaging stories and convey these in a clear and convincing tone. You’ll also explore different topics and contexts with plenty of ‘before’ and ‘after’ examples from a range of industries. Please note, this online workshop is split across two morning sessions, one week apart. Course overview Session one Work out your storyWork out what’s news – identify your story, main messages and the wider contextThink like your reader – understanding your audience and writing for them Refine your messagesChoose your angle – classic story angles that can capture an audience’s attentionWrite a great title – developing headlines and leads in media releases and promotional copyTell me why to care – placing the focus on benefits, outcomes and highlights Craft the storyOrder your content – ordering your ideas to suit the message and formatBreak up the copy – using headings and layout in communications content and other formatsQuote the bigger picture – writing appropriate quotes for senior figures and spokespeopleSession two Form the right toneMake your words count – simple tricks for reducing copy length while retaining meaningUse an active voice – using the active voice to sound clear and authenticChoose clear words – words and phrases for a clear and engaging tone Convey complex ideas clearlyUnderstand readability – how readability supports your audience and messagesA focus on technical terms – working with complex terms in different sectors Apply online styleFrontload your sentences – keeping your copy search-friendly and easy to scanApply seamless links – a few tips on writing effective hyperlinksYour style quiz – a refresh on print and online style, including capitals, acronyms and date formatsWhat to expect in-depth industry examplesgraded exercises to build skills and confidencegroup work in virtual breakout roomslive editing and feedback on your writingquizzes, games and tools for active learninghandouts and worksheets to download

Your presenter is..Julie Shannon Senior editor and trainer Julie believes all content can be interesting and engaging – as long as we present it well. In this 2-part workshop, she shares detailed techniques that will help you lift the quality of your content and how it speaks to your audiences. She uses these techniques to help her clients create clear and engaging reports, business cases, media releases and communications content. And she loves sharing these skills with others, so far helping more than 4,000 people improve the quality of their written work. Julie works with PR professionals across a range of sectors in Australia and New Zealand. She has expertise in planning, culture, health, and regional economic development. Her New Zealand clients include engineering consulting firms, international banks and tertiary education institutions.

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