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Advanced Feature Writing

- Mastering The Form -

Who this course is for:

Account Executives and Senior Account Executives in PR agencies, in-house PROs, Press Officers, and all those who want to ramp up their feature writing and selling-in skills. The day is centred on maximising the opportunities that feature coverage can deliver for all integrated media relations campaigns. Designed for small groups, the focus is on working with delegates to think through and deliver workable feature ideas, outlines and sell-ins across their client portfolio.

What will I get out of it?

The course will tell you how to build a features 'map' for your clients and develop client specific feature ideas. It will help you to think like a features editor and examine your ideas for relevance, strength of story, content and timing. Alongside traditional content, it will also look at ways in which additional mileage can be found in online media outlets and by thinking through the often overlooked visual dimension of feature stories. Finally, strategies to pitch more effectively make up the last module of the day, helping you package ideas better and increase your hit rate. Once they have completed the programme, delegates should be able to:

  • Find feature ideas for their clients
  • Develop effective synopses
  • Structure feature stories & outlines
  • Understand and exploit online content
  • Sell-in by email and phone
There will be a maximum of four delegates for this programme, both to enable the level of interactivity required and to generate client specific ideas and outlines. Delegates would be expected to do some limited preparation for the day to get the best out of it & bring a laptop with them so that they can write in their preferred style.

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