Overview

Working in the public sector requires you to write a wide range of documents (including emailers, web pages, social media posts, policy documents and news stories) for a wide range of audiences. But writing well-crafted copy that audiences want to read and act upon isn’t easy. That’s why Copywriting in the Public Sector uses examples, discussions, exercises and feedback to show you how to write concise, effective and engaging copy.

OBJECTIVES:
  • How to recognise the difference between good and bad writing
  • Techniques, structures and templates for writing almost anything
  • Why verbs and nouns are better than adjectives and adverbs
  • How to find the message and stay focused
  • Why certain words create hidden messages
  • How to tailor writing to the intended audience
  • Why reading aloud helps turn waffle into winners
  • The different writing styles and how they affect perception
  • How to banish clichés to make writing original, sincere and effective
  • What makes online writing different and how to adapt writing accordingly
  • The key components of writing captivating copy, including headlines and openings
TRAINING OUTCOMES:
  • Understand what motivates the target audience
  • Adapt your writing style for different platforms, audiences and messages
  • Use the Seven Stages of Copywriting as a practical framework for all documents
  • Write engaging copy that audiences want to read and act on
  • Write clear, concise and correct copy
  • Produce first drafts more easily and edit subsequent drafts more effectively
  • Stay on message from start to finish
  • Write more creative, imaginative and authentic copy
  • Be confident in your ability to write well and give helpful feedback to others

TESTIMONIALS:

“Lorraine is brilliant and so good at both empathising with the common issues we come across, and motivating you to change bad habits and address problems head on. She’s so experienced and an absolute delight to learn from.” – Emily – Riverside

“Lorraine Forest-Turner was an excellent presenter. She’s engaging, funny and clearly knows her stuff. She gave me some really useful feedback on something I’d been working on, and I’ve already been able to put many of her lessons into practice. i wish I had her on speed dial!” – Rosalind – University of Nottingham

TRAINER: Lorraine Forrest-Turner

Lorraine Forrest-Turner is a freelance copywriter, communication skills trainer and published playwright. She has worked on all sides of the ‘words’ business, including journalism, public relations, advertising and creative writing. She is a member of and an accredited trainer for both the Chartered Institute of Public Relations and the Public Relations and Communications Association, and is a member of ProCopywriters, the alliance of commercial copywriters. Clients she has recently delivered training to include the Metropolitan Police, Interpol, and Cheshire West and Chester Council.

For more information or to make a booking please call 0330 0947 344

Agenda
  • Registration
  • Introductions, Objectives 
  • Session 1 – How To Plan any Piece of Writing
    • Determine the purpose of the document
    • Consider the target audience and what you want them to think, feel or do
    • Agree the message that will make your point and engage with your audience
  • Session 2 – the importance of structure
    • How objective, platform and message affects structure
    • Using the three structure templates to inform, engage or persuade
    • The important elements of structure – headline, opening, body, conclusion/CTA
  • Break
  • Session 3: The Importance of Structure Part 2
    • The important elements of structure – headline, opening, endings
    • The purpose and techniques of each element
    • Adapting your writing to inform, engage or persuade
  • Lunch Break
  • Session 4: How Style Affects Perception
    • It’s not what you say…
    • Adapting writing to suit different audiences, purposes and platforms
    • From formal to conversational
  • Session 5: Don’t Get it Right, Get it Written
    • The difference between writing, editing and proofreading
    • Taking the Hemingway approach
    • Tips and techniques to make drafting easier
  • BREAK
  • Session 6: Making Writing the Best it Can Be
    • Being clear, concise and accessible
    • Getting rid of ‘empty’ words and clichés
    • Using Plain English tools to improve readability
  • Questions & Close 

    *Agenda Subject to Change

Pricing
  • Public Sector Rate: £495.00+VAT
  • Private Sector Rate: £595.00+VAT
  • Voluntary Sector Rate: £445.00+VAT