Polish writing skills in Kansas City, Sept. 24-25, 2020
Some 55% to 97% of all press releases sent to media outlets are never used, according to Dennis L. Wilcox and Lawrence W. Nolte’s Public Relations Writing and Media Techniques.
Learn to put your PR pieces among the 3% to 45% that actually get the word out at NOT Your Father’s News Release, our PR writing course in Kansas City, on Sept. 24-25, 2020.
“The release I worked on in Ann’s Master Class got 68.5% more page views and 19% more coverage vs. our top competitors than average. It got picked up by two targeted industry publications and resulted in a follow-up interview with our metro daily.”
— Loren LeVasseur, public relations supervisor, Coverys
Read more rave reviews
What you’ll learn
In this workshop, you’ll join other public relations industry experts to learn how to:
- Create two types of stories media outlets want more of (and avoid one they wish they’d never see again!)
- Go beyond “new and improved” to information readers really want to know about your product or service.
- Avoid PR 101 leads. Still stuffing all those W’s and the H into the first paragraph? Still writing “XYZ Company today announces that …”? It’s time to move on to a more effective approach.
- Beat the boilerplate blues. What’s really supposed to go into these things?
- Pass the Goldilocks test. Write a headline that’s not too long or too short, but just right. (Google News ignores one in five releases because the headline is too long!)
- Stop using the most overused PR buzzwords. Journalists and bloggers — not to mention readers — will love you for it.
- Write quotes that sound human — not like a computer spit them out.
- Steal techniques from Silver Anvil winners. Make your sound bites sound better.
- Reach the 67% of “readers” who skim the news, according to a Harris Interactive Poll. (Just 19% read news word-by-word.)
- Make the most of the hot spot in your headline. Otherwise, potential readers might skip instead of click.
- Avoid Google’s wrath. Avoid best practices from last year that Google now treats as gaming the system. The penalty: lower rankings.
Get a PR-writing workout with Wylie.
In the crunch of writing headlines and meeting deadlines, it sometimes seems as if there’s not enough time to pause and consider how you’re doing. But in our case studies and practice sessions, you’ll get a great opportunity for reflection and improvement.
Bring your laptop and a story to work on. You’ll get a chance to write and rewrite, get and give feedback, and leave with a totally rewritten piece. In these practice sessions, you’ll:
- Master the techniques you learn in the workshop by applying them immediately. (That’s how we put the “Master” in the Master Class!)
- Gain valuable insights on your work from your peers and from Ann.
- Learn to analyze and improve others’ writing — the best skill you can develop for editing others or improving your own work.
Your writing coach: Ann Wylie, the Public Relations Society of America’s “national writing coach” and author of PRSA’s Strategies/Tactics “Writing With Wylie” column. Come learn the techniques Ann’s used to earn more than 60 communication awards, including two IABC Gold Quills.
Learn more
Location & logistics
Location & logistics
Venue
Loose Manison
101 E Armour Blvd, Kansas City, MO 64111
Directions, maps and parking information
Daily schedule
8:15 a.m.: Registration
9 a.m.: Workshop begins
Noon: Lunch
1 p.m.: Workshop resumes
4 p.m.: Workshop ends
Meals
Your ticket includes morning coffee and tea, lunch and afternoon refreshments.
Fees
Fees
| Silver $1,195 | Gold $1,295 Save $100+ | Platinum $1,395 Save $300+ | Diamond $1,795 Save $700+ | |
|---|---|---|---|---|
| Training, lunches, workbook | ✔ | ✔ | ✔ | ✔ |
| $256 worth of learning tools for $100 | ✔ | ✔ | ✔ | |
| $297 subscription to Rev Up Readership for $100 more | ✔ | ✔ | ||
| A 1-hour one-on-one phone consult with Ann ($750 value) for $400 | ✔ |
Discounts
- Save $200 when you book by Dec. 31.
- Save $100 if you’re a Rev Up Readership member. (Join Rev Up Readership.)
- Save $100 each when you bring two or more colleagues. (Big group? If you have 10 or more colleagues who would benefit from training, contact Ann to schedule a customized, in-house writing workshop.)
- Save $50 each when you bring one colleague.
Payment policy
Your registration is not complete until you have paid in full. If your company requires an invoice, please use either the printable invoice or the email confirmation you will receive. Both will include the details of the workshop, including the dates and the workshop fee.
Payment methods
You may pay by credit card or check.
Cancellations/substitutions
Can’t make it?
- Send a colleague. We’ll miss you! But please feel free to send a friend in your place. No charge for substitutions.
- Transfer to a different Master Class. Choose one of our upcoming workshops. No charge to transfer.
- Don’t cancel! But if you must, please cancel via email:
- by July 24, 2020, to receive a full refund, minus a 20% handling fee.
- by Aug. 24, 2020, to receive a 75% refund.
- Sorry, no refunds after Aug. 24, 2020.
We reserve the right to cancel workshops. If we do, we will apply your registration fee to another workshop or refund your fee. But we will not be responsible for any additional costs you have incurred, such as airfare or travel expenses.
Confirmation
You’ll receive confirmation of your registration by email. Please white-list Ann@WylieComm.com and orders@eventbrite.com to make sure you receive your registration materials. If they don’t arrive within an hour of your registration, please contact us directly.
Don’t miss your chance.
Our Master Classes sell out quickly. If you’re interested in attending, please act now.
FAQ
Frequently asked questions
May I pay by check or purchase order?
Yes, please contact us at Ann@WylieComm.com. Let us know how many and what type of tickets you need, attendee details and your preferred payment method. We will issue an invoice or purchase order if you need one.
Do you offer any discounts?
We have no doubt that the Master Class will be the best money you invest this year on your professional development. But here are four ways to reduce that investment or boost your return on it:
- Save $200 when you book by Dec. 31.
- Save $100 if you’re a Rev Up Readership member. (Join Rev Up Readership.) Click “Enter promotional code” and enter your promo code.
- Save $100 each when you bring two or more colleagues. (Big group? If you have 10 or more colleagues who would benefit from training, contact Ann to schedule a customized, in-house writing workshop.)
- Save $50 each when you bring one colleague.
I booked my ticket without applying the discount code. Or I received the code after booking the ticket. Can I get a refund for the discount?
Sorry, but you need to apply the discount code when you purchase. We are not able to apply discounts after the fact.
I booked my individual ticket, and now I’m bringing colleagues.
Can I still get the group discount? Please email us, and we’ll send you a special discount code your colleagues can apply to get the discount.
Should I bring a laptop?
Yes, please bring one. You’ll need it to edit your work and get feedback from your peers and Ann.
Should I bring my writing sample to the workshop?
Yes, please bring your writing samples to the workshop. You’ll write, rewrite and edit and leave with a totally rewritten piece.
How do I contact you?
Please email us at Ann@WylieComm.com.
May I update my registration information?
Yes. Please go to Eventbrite and update your registration information and dietary information.
Should I bring my printed ticket to the workshop?
Yes, please bring a copy of the ticket to the workshop.
What is the dress code for the workshop?
Business casual.
Do you accommodate special dietary preferences?
Please specify your dietary preference when you register.
Can you you accommodate special needs (accessibility, nursing mothers, etc.)?
Yes, we will do everything we can to accommodate your request. Please contact us by email and let us know what you need.
Will you sell my personal information?
No. We never share personal information with other companies.
Do you have any advice on what to tell my boss about why I should attend this writing workshop?
Coming soon!
PRSA members: Earn 4 APR maintenance credits.
Save $200 when you book by Dec. 31.
Questions? Contact Ann.