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PR Writing in the Digital Age; Write with Impact, Influence

and Inspiration

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Overview

With the advent of digital communications, public relations professionals must be able to write
for a range of purposes and media types. However, the ability to write easily, logically, and
succinctly is essential for all these aspects of public relations.
The object of most PR writing is to grab the readers attention, convey information quickly, and
invite sharing of your story. It is more than just sending a press release off to the media the
scope has rapidly increased along with digital communications.
This hands-on course gives delegates an opportunity to hone their writing skills, whether
writing news releases, feature articles, corporate communications or blog posts. Importantly, it
also guides you on how to make the most of digital communications, such as social media and
search engine optimization to make sure your message is read and shared by the right people.

Learning Outcomes

By the end of the workshop, participants will:

Understand the key principles of plain English, including brevity as the prime driver of
clarity
Write an effective news release, by crafting a strong headline and finding a strong news
hook
Apply good writing principles to emails, feature articles, blog posts and speeches
Create compelling pitch emails
Understand the role of different PR communication tools such as press releases,
newsletters, feature articles, blog posts, briefing documents, online communication.

Learn how to Search Engine Optimise your communications

Find new and relevant media for their target publics
communicate with the media and keep your organisation top of mind
Learn how to tailor releases and other content to the web
Learn how to use social media, search engine optimization and web marketing to drive
buzz and reinforce PR efforts
Design newsletters and other regular corporate communications with your publics and
other owned media
Understand Content marketing what is it, and does in fit into your public relations
efforts?
Get dozens of practical insiders tips

Who Must Attend

This course is not only for communications and public relations staff new to the function, but
also for you who want to refine their writing skills and be introduced to cutting edge digital PR
tactics to their work.

Also for editors and writers for corporate and other organizational publications and online
communications, business owners and freelance writers.

Course Details

DAY 1 :ON WRITING WELL

MODULE 1: SETTING THE OBJECTIVE

Why are you writing what youre writing? What are you trying to achieve with the work?
What behavior change do you want to see? Set your objective before starting the work.
We dont operate in a vacuum- Why its important to understand our environment/
competition/ consumer trends
Define the problem that needs to be solved.
Is the objective S.M.A.R.T.?
Exercise: Select a brand for your Press Release. Write down your objective
MODULE 2: UNDERSTANDING YOUR AUDIENCE
What motivates your target audience? What drives them to do what they do? We look at
two types of target audience: The end consumer, and the media. Well also talk a bit
about internal audiences.
The relationship between advertisers and customers
Marketing yesterday vs Marketing today
Why its important to visualize who youre writing to
Understanding the difference between fact, observation, insight
Creating a profile of your target audience- name, age, home address, occupation,
income, how he perceives your brand
Exercise: Call your target audience (End consumer)- find out one thing you didnt know
about him
How the media works- What happens after you submit your PR
Internal approval process- What are the stumbling blocks, How can we hasten the
process
MODULE 3: THE SINGLE-MINDED THOUGHT
Readers and editors have little patience. What is the one, most compelling thing you

want to communicate with your target audience? Build your story around it.
Examples of single-minded thoughts when your product is a leader/ parity/ follower
Narrowing it down to the most interesting thing to say about your product
Exercise: Write down the single-minded thought
MODULE 4: STRUCTURING YOUR STORY
How to tackle a long story. The dos and donts.
Why writing a story is like planting a garden
The structure of writing a story
Exercise: Structuring your story/ Writing your PR
MODULE 5: EDIT, EDIT, EDIT
Whatever you have written is probably 30% over-written. Cut it down. Pad it with insights
and facts.
Thoughts on editing
List of superfluous words
Exercise: Editing your story
Day 2 GETTING YOUR STORY OUT THERE

MODULE 6: SAME STORY, DIFFERENT ANGLE

How to make the same old story sound new. Either find a new insight/ angle, or new
information.
Rewriting the infamous story Proton just as good as BMW from a different angle/ List
the facts/ Show examples
Exercise: Present a different angle of your story
MODULE 7: BASICS OF A PRESS RELEASE
The necessary info that needs to go into a typical press release. Think like an editor.
Checklist of items that need to go in
Exercise: Refining the work that you have written. Rewriting the work if necessary
Creating a photograph as an attachment.
MODULE 8: SIFTING AWAY DIGITAL FALLACIES

Get into the mind of users. Unlearn the facts. Re-learn what it means to be human.
Facts vs reality
Talk about different digital/ social media platforms Youtube, Facebook, Gmail,
LinkedIn, Says, Cilisos, etc
Exercise: Choose a publication, and write a headline/post for that publication
MODULE 9: PUTTING TOGETHER A DIGITAL CAMPAIGN
Advertising is everywhere. How not to annoy people, and create content that people want
to read and engage with.
Case studies of current campaigns- Zoolander 2, Deadpool, Malaysian tourism?
Catching up with recent April Fools campaigns- Google Mic Drop, Heavy Bubbles,
Youtube Snoopa Vision, Aerie Men
Understanding how social media works- The Maxis story
Exercise: How else would you promote your campaign if budgets and bosses were out
of the way?
MODULE 10: "HUMAN TO HUMAN" COMMUNICATION
Write like a human, not a robot. Write like the person is in front of you. Write as if youre
talking to your mother, neighbour, boss or bff.
Why writing is no longer B2C, or B2B- but H2H
More Writing tips for Copywriter's Toolbox
Building relationships that matter

Methodology

Interactive Presentation and input, lots of good and poorly written PR literatures, practical
exercises, peer and trainer evaluation.

Course Leader

EDWARD ONG
Former Y&R Head of Copy for Asia
Neil Frenchs protege
Probably one of the best copywriters around

Edward Ong was born in the last millennium. Back when Pluto was still a planet, vampireswere
the bad guys, comic books (single issue, newsstand edition) cost RM1.80 and people wrote
and read long copy ads.
Ed brings to you his 20 years worth of sharing. Ed is a former regional copy chief, having
worked with some of the most interesting minds on the planet. Secretly though, he's still hoping
some of their smartness' will rub off on him.
Over the years, Ed has done countless campaigns for big brand names such as Sony, Tiger
Beer, Caltex, Singapore Navy, SMU (Singapore Management University), Soroptimists and
Penguin Books. In addition, he also helped develop and build brands and creativitity for The
Star media group, Media Prima, Primeworks and Digi Group.
Awards-wise, he's won a couple, maybe more. In any case, he prefers to do a bit of reading,
writing and coming up with project ideas for which he'll never find the time; rather than keeping
track of the medal count. When digital took over, Ed re-learned everything. He is constantly on
the lookout for smart, silly, funny, witty and wicked copy ideas.
Edward is father to two lovely children, husband to a lovelier wife and owner of too many comic
books.

Testimonies

The good teacher explains, the superior teacher demonstrates, the great
teacher inspires. Its you BelindaFedEx

After the course, I am confident and capable of handling my professional

writing needs. The trainer is well-prepared. She is able to give clear explanation during
every group activity. The provided training materials are relevant to the topic.
Business Director , Heitech Padu Berhad.

Before attending the course, I felt that the course would be complicated
subject to me. After the course, I feel that the course is easy to follow. It is about to
simplify things, make our writing clearer to the readers. Senior System Analyst,
Heitech Padu Berhad.

I will highly recommend this to others Senior executive at Siemens,

Melbourne, Australia.

I've worked with Herna across a range of complex corporate and marketing
communications projects over the past four years and have always admired her never
ending energy and ability to think quickly and act decisively. But perhaps Herna's
greatest capability, the trait I admire the most, is her ability to engage, empower and
encourage teams to deliver the best possible outcome to demanding deadlines.- CEO,
Design Industry

Herna encourages team members to think outside the box and facilitates development
by setting clear responsibilities while providing a strong level of support. She has a
strategic approach, marketing and business acumen and professional drive is/was
inspiring and exciting to me and many of my colleagues. - Senior manager, Energy
industry

Before attending the course, I feel nervous when it comes to writing.

However, during the course, I learned about how to write public relation speech in more
effectively. After the course, I find myself gaining more confidence in writing. Herna is
very approachable trainer and I particularly like the topic related to public speaking.
Noor Farisha Zainol Abidin , Communication Officer WWF Malaysia

Through this course, I learned about how to write public relation

speeches and present professionall. After the course, I feel that I have learned many
useful tips which are applicable in my daily work. Herna did a great job!
Communication Officer WWF Malaysia

Before attending the course, I feel uncertain in matters related to public

relations. During the course, I learned about the structured ways of constructing PR
letters. After the course, I feel more confident in addressing the tasks given related to
PR and will definitely share this useful information with my colleagues. Herna is a good
and knowledgeable trainer. Customer Relationship Manager Bank Islam

I feel myself sometimes missing out some points when writing PR

literatures. Through the course, I spotted the mistakes that I did at the past and I
learned on the points that I need to look into when writing PR letters. I feel more
confident in writing now. Herna did a good job! She is funny and managed get the
audiences attention during the course. Mohd Siddek Arif Saleh, Public Relations
Executive MMC Gramuda KVMRT Sdn Bhd

Before attending the course, I feel scare to write a press release.

Throughout the course, I learned how to build confident feel uncertain in writing a press
release. After the course, I gains confident to write a press release with all the
information and knowledge shared by Herna. Herna is a nice and knowledgeable
trainer. Nor Fadilah Jonid, Public Relations Officer MMC Gramuda KVMRT Sdn Bhd

I feel uncertain in writing press releases before attending the course. In

the practical workshop, I learned about how to construct my thoughts and structure it in
better way. I now feel more confident in writing after the course. Herna is fabulous but
had to condense and rush the topic due to time constraints. I wish the course was
longer and more extensive Marketing & Communication Manager

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I found myself lack of confidence and creativity when writing PR related

letters or speeches. However, during the course, I learned that I could be very creative
and skilled on my job tasks. After the course, I find myself more efficient and productive
at work. Herna is open-minded, responsive, supportive ad enthusiastic. I personally like
the topic related to layout of different type of communications, which lead me to be
more creative. Sarah Jane Tierney, Media & Communications Executive Fairview
International School

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Before attending the course, I feel uncertain in writing strategies. During

the course, I learned about the writing strategies that I looking for all time and also 5W
and 1H theory. After the course, I feel more confident in writing press release and
speech. Herna very professional and always provide positive feedback to the
participants. Teacher Fairview International School

I feel afraid and no confident with my own writing when writing a press
release. However, I learned the missing part on how to write a proper speech and press
release through this course. After the course, I feel myself able to write freely with more
confident. Herna covers all the subject that I need to learned to improve my PR writing
skills. During the course, Herna always get participants involved in discussions and
activities. Herna help us to build up confident in PR writing. Executive Institut
Jantung Negara

I enjoyed this course very much as it was practical and applicable in my

daily works. This course has taught us on creativity and effective perspective when
writing public release. I particularly like the exercise and we are keep engaged with
Herna throughout the course. Senior Manager, Corporate Communications SIDC

This course really meets it objective PR Writing with Impact, Influence

and Inspiration. Previously, I have very less confident in writing public release but my
confidence grows after attending the course. I like all the topic and exercises covered
during the course. Mohd Shaib Jaafar, Assistant Director MARDI

I feel the moment starting to write is the most difficult process. Eventually, during the
course I learned about thinking foster and connecting the dots and found that writing
can be very easy process. I feel myself can write public release more effectively after
the course. Herna is excellent and well knowledge on the topic. It is a very well course
to attend. Mohamed Zamir, Executive PINTAR Foundation

Before attending the course, I feel less confident in writing a press

release. During the course, I learned about the correct way of writing when dealing with
difference of audiences. After the course, I feel myself able write the press release more
concisely and clearly. Herna presented the course in very interesting and informative
way. I like the exercise session very much as we taught to thinks and apply the
techniques we learned in the exercise immediately. Norhana, HOD Group
Communications Symphony Group Berhad

Before, I feel doubts on my writing as I lacks of proper guideline in writing

a public release. While attending the course, I learned the Dos and Donts in PR writing,
speech and learned how to meet the objective in different type of public release. This
course has cleared my doubts and I feel more confident in writing a public release.
Herna is very passionate and knowledgeable in the topic she presented in the training.
Time duration of each segment very well planned. Exercises given by Herna help us to
generate better understanding on the steps in writing. Liew, Communication Officer,
Marine Program WWF Malaysia

Before attending the course, I feel unsure about writing and cant seems
to get the angle precisely. After attending the course, I feel inspired to write my next
press release. Herna, the trainer is very experienced. , Manager International Relations,
Lafarge Malaysia Berhad

"I didn't have clear directions on writing for publications. After the course,
I feel more equipped for my job. This is an excellent course and I highly recommend to
all PR related personnel." HR & Communication, Petronas ICT Sdn Bhd.

"The trainer, Herna has great communication skills and great

personality too. This is an excellent program, thank you." , PR executive, Razak School of
Government

"I didn't have too much knowledge on communication and PR writing. From this
course, I have gained great insights and relevant knowledge." Roshen Dev, Senior
Executive, Gas Malaysia Berhad.

Prior to attending the workshop, I was confused and had vague ideas of
what entailed good PR writing skills. During the course, I see great improvements my
writing skills. Writing is more impactful and I'm clearer and informed on what to do. The
trainer is excellent and well prepared. , Senior Corporate Communication, KBU
International College

Before attending the course, I feel that my PR writing skills are limited.
After attending the course, I feel confident to write speech, writing on website by using
the PR Communication tools that I have learnt Executive PR, RP Chemicals (Malaysia)
Sdn Bhd

I was uncertained about PR writing and have a vague idea what it entails. During
the interactive course with Herna and other PR guys, we refined our skills in writing
Press Releases, speeches creatively. After the course, I feel more confident and
equipped with good PR writing skills. It was an excellent course that I've been looking
for. Thank you, Henna! Ms Lee, Bermaz Motor

Image:MBAM6.jpg
"I

didn't have too much experience and knowledge on how to write good
PR literature. After this workshop, I feel that I am more confident in writing effectively. It
was a good course and I wished I had attended earlier!" Tessa Hamid, MBAM.

"In the PR course, Herna shared a lot of her knowledge in the international
exposure in PR. Her interactive and workshop-based training really opened up my mind,
expanded my thinking, pushing me to work faster and sharper. This is an excellent
course and I highly recommended PR guys to attend.." R. Renuga, FIMM

"Before attending the course, I felt that I wasn't not creative and always
stuck in writing. My mind was open up to look at things from different angles and now, I
feel I could be better. Herna is truly an expert in the PR field. She covered a lot of topics
customised to our individual needs. From the course, I see how PR Writing should look
like instead of just one the one-sided marketing aspect." LK Chan, Senior Marketing and
Communication Executive, KDU International College, Penang.

Investment

Normal fee
Sign up 1 pax
Pay before course starts
MYR 2,780.00
USD 650.00
Early Bird
Sign up 1 pax
Pay 14 days before course starts
MYR 2,180.00
USD 500.00
Group Fee
Sign up 3 pax or more
Pay 14 days before course starts
MYR 2,080.00
USD 480.00

(Fee inclusive of GST, Buffet Lunch, Refreshment, Welcome Pack, Training Materials Certificate of Achievement)

Certificate
Upon successful completion of this program, you will receive a Certificate of Achievement.
Certificates are distributed on the final day of the program.

Payment mode:

1. ONLINE PAYMENT by Credit card: You can opt to register and pay online with our latest
payment integration system through our website.
2. BANK IN CHEQUE
Bank in and then scan the Bank-in slip and email to us before the course commence to confirm
your seat.
Courier your cheque payment to our Finance HQ.
*Note that we DO NOT take any payments during the event.
3. BANK IN CASH:You can also pay by cash through bank-in our company bank account.
4. Telegraphic Transfer- You can also opt to use GIRO or telegraphic transfer of payment via
international banks.