Advanced Writing & Editing for the Influential Communicator

Advanced Writing & Editing for the Influential Communicator

Nov. 6-7: Santa Monica
Price: $1095
Member Price: $945
  • Choose the right format for the right story
  • Write headlines and teasers readers can't ignore
  • Tell stories in multiple formats to reach your audiences
  • Tie your communications—and editorial process—to your org's goals

Twitter hashtag: #raganAWE

Presented by:
Ragan Communications, Inc.
Product Code: YZAI
  • Learn more about sponsoring this event
    This is the best training you can get to improve your writing and boost your content! Don't take our word for it— some comments from past attendees:
    "This is the best formal training I've ever experienced. Engaging from start to finish and content was very relevant. I had several 'ahh ha' moments."

    "Very engaging! I wanted to pay close attention the whole time!"

    "One of the best trainings I've been to. Practical tips that I can use in the office now."

    "The content was very useful and I loved being in a setting with others who experience the same challenges working in a corporate environment."

    "Very useful—have already been applying what I learned."

    "Learned many new tricks of the trade. Who said you can't teach an old dog new tricks?"



9–10:15 a.m.
Change, the only constant!
We begin with our favorite corporate cliché. And like many clichés, this one holds a nugget of truth, especially for communicators. If you're in PR, you must adjust to the fractured, weakened news media. If you're in internal comms, you plead your case to an audience less engaged and more distracted than ever. The old formulas don't work. Press releases, boring intranet copy and slick corporate brochures are out. Storytelling is in. Visual and mobile communications dominate. Social is THE delivery system. Measurement is a must.

If you want to succeed, you must:

  • Understand what your audiences expect from brand journalism
  • Tie your communications—and editorial process—to your org's goals
  • Tear down walls between internal and external communications
  • Identify the barriers to better communication in your own shop
  • Build an editorial structure to meet all your audiences where they live

Exercise #1: We'll collect the five top barriers to communications and discuss strategies for overcoming them.

10:30 a.m.–12:15 p.m.
Meet you in your newsroom
You can't create and publish good stories if no one has the time to tell them. Or if you're forever reacting to the latest inane request from every corner of your organization. You need an editorial process to evaluate content needs and plan creative storytelling. You need an editorial structure that allows content creators to thrive. You need your very own newsroom.

We'll show you how to:

  • Assess the state of your communications, internally and externally
  • Make the business case for brand journalism
  • Make the transition from order taker to main storyteller
  • Build a News Desk. Train its team to conceive, plan, execute and deliver content

Exercise #2: Working in groups, we'll run the News Desk and develop some killer story ideas.

12:15–1:15 p.m.
Lunch on your own

1:30–3 p.m.
Humans. What a concept!
What's the essence of good storytelling? That's easy. Humans. You can't tell a good story without them. And what was true for Ulysses remains the case. In your storytelling and the topics your audience cares about, the best stories take us on a journey and make us root for characters as they work to overcome obstacles and achieve goals. What's far more difficult is to find the right people to tell their stories. It's difficult to entice them to share their feelings, their passions and even their failings along with their successes.

In this session, we'll answer these questions:

  • Who are the right humans? Where do I find them? (How to be a better reporter)
  • How do I get them to sound like actual humans, with feeling? (How to be a better interviewer)
  • How do I shape compelling content around their stories? (How to be a better editor)

Exercise #3: We're looking for one good quote—and a story to match—in this interview session.

3:15–4:30 p.m.
So many choices, so little time
You've built a news team and created an editorial process that works. Everyone's geeked and ready to go. But the stories still have to be GOOD, if not great, to attract your busy, distracted audiences. What's the best way to tell your story? We'll close out Day 1 with some great examples of storytelling in multiple formats.

We'll show you how to:

  • Choose the right format for the right story
  • Tell stories in diverse formats that reach your audiences
  • Match your words to pictures and sound
  • Create vivid infographics to tell a story in words, data and images


9–10:45 a.m.
Don't forget the fundamentals
All that planning and hard work will fall short if you don't embrace the basics of good writing and storytelling. What will make people take notice, pay attention, even act? What will keep them reading, or watching? Get the big stuff right, and give stories a fighting chance to cut through the clutter.

In this opening session of Day 2, we'll review how to:

  • Write headlines and teasers readers can't ignore
  • Choose the right lead for the story, Pull readers in and give them a running start
  • Build a narrative arc to organize the flow and rhythm of your story

Exercise #4: Headlines are your best—and sometimes only—shot at drawing crowds and leading them to your content. In our final exercise, we'll write some headlines that sell the benefits of the story you tell.

11 a.m.–12:30 p.m.
Who's that knocking at the door? Everyone.
It's not enough to create great content. You have to deliver it. Where are your audiences? Can they find your stories? How do they want to see them? How will you convince them to spend five minutes with your stuff?

We'll close with tips and examples to display content and reach many different audiences, including how to:

  • Build a news hub that people can find and search
  • Use social media tools to reach your audiences, highlight stories and even break news
  • Develop new methods to share content with third parties
  • Pitch stories to media, not story pitches
  • Measure your effectiveness