Business Writing 10 weeks

Course Description

The course is taught by the leading journalist and PR professional Marianne Gray (please see full profile in the Biography section of the website).

This course is for business professionals who want to improve their writing for business skills. It is a highly practical course suitable for anyone who wants their business writing to stand out in a crowd. Topics covered include how to write marketing texts, mission statements, press releases, USPs and corporate documents for external, in-house, web and blog use; how to conduct interviews; how to edit and proof-read; how to write speeches; and how to write for the digital market. Students will be given homework and class exercises each week and tutor feedback will be given throughout the course. You will be expected to work in pairs and share your written work with the group as well as with the tutor, and give and receive feedback in class.

Please note this is a course for those already working within a business environment. It is not suitable for those wishing to improve their English.

Ten-Week Evening Course (6.30pm - 8.30pm)

Week 1: Background

• Assessment of the group’s writing skills
• Different kinds of writing/li>
• Techniques and insights for effective written work
• Building the confidence to write under pressure – psychology of writing

Week 2: Tuning Into the market and the reader

• A study of a cross section of potential outlets/audiences
• How to adapt the tone and style – drawing your reader in
• Reader profiles of various titles
• How to find out who your readers are

Week 3: Getting down to research and brand awareness

• Finding a central idea and building on it - project managing a text
• Sourcing information and researching accurately
• Writing USPs, mission statements, outlines
• Being topical, newsworthy, having a ‘hook’

Week 4: Interviewing

• Anticipating the problems
• Preparing background and questions
• Eliciting the best quotes
• Controlling the interview

Week 5: Structuring a document

• Learning the ‘building blocks’
• The importance of clarity: introductions, contents and endings
• Layout – making it attractive for the eye
• Editing and proofreading – less is more

Week 6: Writing features, press releases, and reviews

• The best order for content, tidying up loose ends, finding the main faults
• Writing press releases/reports
• Reviewing a product, service or event (e.g. film)
• Repurposing a text for a different outlet

Week 7: Word economy and digital writing

• Synopsising and summarising
• Brevity for web/blogs/social media
• The importance of digital marketing
• Skillful use of grammar, punctuation, and the details of copyright and plagiarism

Week 8: Out and About

• Doing a location story
• Good words & bad words
• Writing CVs, resumes, bios
• Editing a CEO’s letter to staff

• How to get editors and clients interested in the ideas in your texts
• Negotiating with journalists and cold calling
• Following up/dealing with complaints
• Guest speaker: to talk about all aspects of the writing profession

Week 10:

• Writing/presenting a speech or report to class
• Presenting yourself in your best light
• Moving forwards - where next?
• Class discussion – general feedback

A graded Certificate will be awarded to applicants who write and deliver a 1,500 word feature within two weeks of the end of the course.

Recommended Reading: Evans, Harold (2000) Essential English (Pimlico)

Assessment and Certificate Awarded

DISCOUNTS:

• GROUP BOOKING - 20% off group booking for 3 or more people* from the same organisation.

Code: Group20%

• ALUMNI LOYALTY SCHEME - 20% off any course fee*.

Code: Alumni20%

• 2 FOR 1 - bring a colleague, friend or family member for free* on the same course

Code: 2for1

• FREELANCERS AND CHARITIES - 15% off any course fee*.

Code: FCH15%

* The offers are subject to availability and cannot be used in conjunction with any other offer. Terms and conditions apply.