Business Writing 10 weeks

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.

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

• 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

• 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’

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

• 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

• 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

• 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

• 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

• 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)

Marianne Gray – Trainer in Press Release Writing and Business Writing

Marianne Gray is a freelance journalist based in London. She writes interviews and features for British and international publications. She trained as a reporter on newspapers in South Africa, has edited The Athens News, worked in syndication for magazine group Media 24, broadcast on both radio and television and written several books, including biographies of French actors Gérard Depardieu and Jeanne Moreau (Little, Brown) and self-employment handbooks Working from Home and The Freelance Alternative (Piatkus).

Marianne teaches the popular Business Writing at London School of Public Relations and London School of Publishing, and Criticism at visiting summer schools of American universities in Europe. She is the former president of the British Critics¹ Circle, a member of Fipresci, The Society of Authors and PEN. Her PR Company MGPR has selected clients and she is Marketing and PR director of PechamPlex, a multiplex cinema in London SEIS.

"My approach to writing is gut-level and I like to cut to the chase and put the reader in the general picture. Writing should be about presenting facts so that the reader can get a balanced enough impression to form their own considered opinion."

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.