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Create compelling press releasesand engaging newsletters thatproduce goodwill and motivatereaders to take actionOverview This highly enjoyable, insightful workshop isessential for anyone who needs to writecompelling and newsworthy press releases orengaging employee newsletters. The 'how'techniques are taught within a strategicframework so that delegates understand why thetools they are using are important to theiremployer's goals, whether in the private, publicor voluntary sector. Benefits to you and your company People are busy - learn how to make them sit upand take notice. People are selfish - learn how toshow them 'What's In It For Them.' Feel moreconfident that you can produce engaging andconcise 'right first time' copy, even when upagainst tight deadlines or challenging topics. Your employer will feel confident that you nowhave the thinking and writing skills to conveycompelling key messages to both internal andexternal audiences. This will help make you a keyplayer in your organisation's commercialsuccess, increasing your brand's influence andcontributing to competitive edge. Who this course is for This introductory course is ideal for up andcoming marketing professionals whoseresponsibilities include PR writing and internalcommunications. What you will learn ßThe six fundamentals of all good writing.ßGaining a deeper insight into your audience(s).ßWhy companies need good PR .ßWhat journalists expect from press releases.ßIdentifying newsworthy stories.ßPlanning and writing persuasive pressreleases.ßTop tips for newsletter contents and design.ßHow to do great interviews that providepowerful stories.Learning approachßVery hands-on.ßPractical exercises to discover best practice.ßSeveral opportunities to write and learn frompeer and tutor feedback. How to Write SuccessfulNewsletters and Press ReleasesBook onlinewww.cim.co.uk 79Copywriting Skills7 CPD hoursCoursecode1205Level FoundationDuration1 dayVenues and datesLondon201109November 201222February 26September19December Birmingham201211June Price£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsMoredatesandtobookonlinewww.cim.co.uk/1205. Words that get your site noticed bysearch engines and your audience7 CPD hoursCoursecode0881Level FoundationDuration1 dayVenues and datesLondon201109September 201204January 04May05July Birmingham201229November Manchester201224April 19September Price£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßTransform Your WebsiteDesign (p21)Moredatesandtobookonlinewww.cim.co.uk/0881Overview Techniques used in copywriting for the web arevery different to those employed offline. Now youcan pick up some of the best-kept trade secretson writing for the web designed to help ensureyour site rises up the search engine ranks as wellas customer estimations. This extremely popularworkshop shows how to write effective copy foryour internet and intranet sites. It's an excellentfollow-up to Principles of Great Copywriting. Benefits to you and your company Your web presence needs to be distinctive anduseful. Learn how to write creative, compellingand professional web copy that makes a realconnection with your readers, be they staff orclients. This workshop takes a down-to-earthapproach to creativity on the web. Your keypersonnel will learn essential techniques whichmake web copy really work. This includes how tooptimise search engine results and integrateonline and offline creative work coming away withpractical tips and techniques that can be appliedin everyday work.Who this course is for This cutting-edge event is ideal for any marketerwriting for the web or critically appraising thewriting of in-house colleagues or agency staff.What you will learn ßWhat makes people 'stick' to sites.ßWhat can enhance your email campaigns fromthe subject box to final click-through.ßHow to promote your ratings in searchengines.ßWhat makes a good website and good online text.ßHow to write copy for online reading. ßHow to brief your website copy and design team.ßThe way we read online and how this effectsthe way copy needs to be written.ßHow to run a usability study.ßHow the psychology of web copy needs to be considered when writing. ßWhat we need to consider when blogging and podcasting. ßThe importance of clarity and interaction on your site.Learning approachA combination of lecturing and hands-onexercises makes this course a complete learning experience. Our workshop leaders also find it helpful ifdelegates bring along their own suggestions offavourite websites as well as a checklist of thingsyou like and dislike about your own website.How to Write for the Web

Make sure that the copy producedby your organisation is accurateand readable 7 CPD hoursCoursecode0662Level FoundationDuration1 dayVenues and datesLondon201108September10November201210January10April13July08NovemberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsRelated courseßPrinciples of GreatCopywriting (p78)Moredatesandtobookonlinewww.cim.co.uk/0662Overview Every day, organisations produce copy forreports, websites, mailing letters, advertisements,brochures and leaflets that will be read by arange of stakeholders. There can beconsiderable embarrassment if those materialsare sub-standard. This course helps you toidentify and correct errors in copy.Benefits to you and your company As a result of attending this course you willbecome more confident in your proofreadingability and you will be able to assess copy to ahigher standard. Your ability to understand andcorrect structure and grammar should alsoimprove. You will learn how to proofread from thereader's perspective.This course is designed to improve the standardof proofreading in your organisation. Much of thecopy produced by organisations is never readbecause it is too wordy, or fails to keep thereader interested. The course will help you toensure that the copy produced by yourorganisation is more readable and that errors are reduced.Who this course is for Everyone in your organisation has to ensure thatcopy errors are avoided, so this course issuitable for people at all levels, even seniormanagement. The training is particularly relevantto people who are responsible for checking copyas part of their day to day role. What you will learn ßImprove the quality of copy.ßRecognise and remove tautology.ßAvoid clichés.ßUse comparatives and superlatives correctly.ßEnsure correct punctuation.ßRestructure excessively wordy copy.ßRead copy to detect errors.ßUnderstand grammar and the construction of sentences.ßTurn passive copy into active copy.ßUse hyphens, apostrophes and quotationmarks correctly.ßUse punctuation for emphasis and ease of reading.ßAvoid circumlocution.Learning approachßDelivery is via a formal classroom style.ßIncludes discussions and exercises.ßDelegates will be able to assess their abilityand the rate of improvement by the end of the day. Effective ProofreadingBe more adventurous and take yourwriting to a new level7 CPD hoursCoursecode0880Level AdvancedDuration1 dayVenues and datesLondon201106September06December201217February11May10July16OctoberPrice£550+ VATCIM Member price£495+ VATWhat's includedTuition, course materials,lunch and refreshmentsMoredatesandtobookonlinewww.cim.co.uk/0880Overview This course is a great follow-up to Principles ofGreat Copywriting, although it's open to anyonewith experience who wants to go beyond thebasics. You will be encouraged to think moreconceptually about your marketingcommunications - exploring brainstormingtechniques and approaches favoured by adagencies. Take part in exercises designed to makeyour writing more ambitious and compelling.Benefits to you and your company If you're already familiar with the basic principlesof copywriting, this course will challenge you tothink more conceptually and adventurously.Sometimes rules are there to be broken and youwill come away with a greater sense ofconfidence that you can challenge conventionand create real impact.Very often, businesses and other organisationscan find themselves stuck in a rut with theirmarketing communications. This course willprovide an impetus to look afresh at your copy,tackling future briefs from a new perspective. Ifyou're prepared to push boundaries, it's possibleto reap real rewards.Who this course is forYou may already have attended our foundationcourse, Principles of Great Copywriting.Alternatively, you will have some writingexperience behind you and be looking to takeyour skills to a higher level. What you will learn ßHow to get the most out of a creative brief.ßApproaches to brainstorming marcoms andadvertising concepts.ßAdvanced headline writing techniques.ßThe relationship between art direction and copy.ßThe creation of an integrated message acrossdifferent media.Learning approachThe morning will be spent in whole-groupdiscussion and a series of short copywritingexercises in pairs and smaller groups. In theafternoon, delegates will be set a small project to explore an integrated marcoms brief. Thecourse director will provide constructivecommentary and critique.Advanced Copywriting SkillsCopywriting Skills80Training bookings and advice +44 (0)1628 427200