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Savage Communications

WRITING

WITH IMPACT

COHORT 1

Tuesday 20 October 2020

Module 1: 11.00-12.30 
Module 2: 14.00-15.30

Tuesday 27 October 2020

Module 3: 11.00-12.30 

Module 4: 14.00-15.30

Tuesday 3 November 2020

Module 5: 11.00-12.30 

Module 6: 14.00-15.30

This training will take place via Teams. Click on the relevant module above to access each session.

ABOUT THE TRAINING

This training programme has been created specifically for comms practitioners wishing to write impactful news copy. Attendees will learn how to identify the news angle and communicate it in a compelling way. They will develop a methodology for planning and structuring their work. They will gain the skills to write clearly and without waffle. Participants will come away feeling much more confident in their ability to edit work; they will understand what’s grammatically right and wrong.

 

Lessons can be applied to a range of channels, from press releases and newsletters to social media content.

There are 6 modules in total:

  1. Planning

  2. Plain English

  3. Attention grabbing

  4. Grammar & punctuation

  5. Creative writing

  6. Tone of voice

IMPORTANT: There's some preparation to do (see below).

JOINING INSTRUCTIONS

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There is a small amount of pre-work to complete with regard to your hopes and expectations for the course.

 

Please complete this sheet and send it to Liz Adesanya by Tuesday 6 October

 

PREPARATION

MODULE 1

Planning

  • Knowing where to start

  • Getting clarity around the purpose of your copy

  • Identifying the compelling news angle 

  • Writing for different media  

  • Using planning tools to create a logical framework

MODULE 2

Plain English

10 techniques for writing clearly and succinctly:

  1. Abstract nouns v. verbs

  2. Active v. passive

  3. Sentence structure and punctuation

  4. Jargon

  5. Paragraph length

  6. Concrete language

  7. Contractions

  8. Positive v. negative language

  9. Watch out phrases

  10. Prepositional phrases

MODULE 3

Attention grabbing

  • Finding the balance between corporate messaging and real news

  • Creating compelling headlines 

  • Making the first paragraph count

  • Crafting persuasive email pitches 

  • Considering layout and formatting 

MODULE 4

Grammar & Punctuation

  • Apostrophes

  • Commas, colons, semi-colons

  • Dashes and hyphens

  • Different forms of parenthesis 

  • Quotation marks

  • Sentence structure  

MODULE 5

Creative writing

  • Making your writing sparkle in a way that’s creative but not cheesy

  • Understanding and using a whole range of literary devices: from metaphors to alliteration

  • Finding the golden thread   

  • Opening and closing with impact 

  • Crafting insightful quotes 

MODULE 6

Tone of Voice

  • Reflecting the McDonald’s brand 

  • Adapting your style to different media e.g. News Bites v. bylined articles

  • Ghost writing for senior execs – capturing their tone and style

  • Using powerful verbs and specific nouns, not hyperbolic adjectives and adverbs

  • Demonstrating a broad vocabulary

WHAT PEOPLE SAY

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McDONALD'S

 

DIRECTOR OF FRANCHISING

Kerry’s style is energetic, humorous and relaxed; a perfect fit for McDonald's. The consultants in the room, new and old, were very impressed with her delivery and content.

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RATHBONES

 

MARKETING MANAGER

I’ll give you a credit in my biography someday!

ABOUT KERRY SAVAGE

Senior comms practitioner, Kerry Savage (MCIPR, MCIM) is the director of Savage Communications Limited, a company specialising in skills training for the PR and marketing sector. She is an accredited trainer for the Chartered Institute of Public Relations.

Kerry runs courses at a number of levels, catering for everyone from PR agency teams to marketing departments of international companies. Clients include Sony/ATV, Christian Louboutin, Camden Council. She has delivered the Proofreading workshop at McDonald’s since 2009. 
 

Prior to becoming a trainer, Kerry worked at a range of communications consultancies, including Freud Communications, Burson Marsteller and Hill & Knowlton, as well as working in-house for Selfridges. Her expertise spans a broad range of industry fields (both consumer and corporate), such as technology, food & drink, fashion, healthcare, entertainment, IT, travel and personal finance. Clients have included Kellogg’s, P&G, American Express and Levi’s

As well as being a seasoned PR professional, Kerry is an inspirational and dynamic coach, who is passionate about helping others succeed. She is a member of the Association for Coaching and is an NLP practitioner.

Since 2004, Savage Communications has delivered training to hundreds of organisations across the UK and globally. Here is a small flavour of some our clients.

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