Communications professionals write across dozens of formats — opinion editorials, case studies, profiles, annual reports, speeches, video scripts — and each demands different instincts. This two-day course builds versatility and confidence across the full range, with intensive writing workshops that produce usable output in every session.
Persuasive opinion writing and editorials, case studies and profiles, long-form features and annual report content, speech writing and scripts for the spoken word.
Every session runs in a small, boardroom-format group — typically six to eight senior professionals. Your trainer tailors content to the specific industries, organisations and challenges each participant brings, so you work on real situations, not generic examples. The learning combines evidence-based best practice briefings with structured discussions, practical workshops and peer learning. This is training with a coaching and consulting flavour — focused on building skills and producing outputs you can apply in your work immediately.
- Write persuasive opinion editorials that generate coverage and reputational benefit
- Produce case studies that showcase organisational successes with narrative and evidence
- Write compelling profiles and biographies with personality and colour
- Apply long-form writing techniques to annual reports and feature stories
- Write advertorials with genuine editorial interest and strategic messaging
- Draft speeches and video scripts optimised for spoken delivery
- Adapt writing style to match different formats, audiences and channels
- Edit and strengthen copy across all formats with greater speed and confidence
- Ghost-writing OpEds on behalf of senior individuals in your organisation
- Selecting and refining messages and news angles for OpEds
- Opportunistic news writing response: letters to the editor
- Workshop: plan and outline an opinion editorial for your organisation
- Bring messages to life by adding reality, personality and colour
- The case study writing formula: problem-solution-result
- People writing: profiles and biographies
- Workshop: plan and outline a case study for your organisation
- Six practical structure tools and techniques for long-form writing
- Ideation and development for longer articles
- Planning, negotiating and placing features in news publications
- Workshop: plan and outline a news feature for your organisation with coaching and feedback
- Writing for the lung, not the eye: special considerations
- Principles of spoken vs written language
- Developing scripts for a particular voice
- Video scripts and presentation scripts
PR and marketing communications professionals who write copy across multiple formats and want to sharpen the impact and versatility of their writing. Particularly valuable for anyone who moves regularly between different content types and wants to strengthen each one.
The following are some of the ISOC trainers who regularly lead this course, depending whether you join us in London, Dubai or live online.
The two days build progressively, with each module combining briefing, discussion and practical exercises. The small-group format ensures every participant gets individual attention.
Nothing specific is required. If you have a current project or challenge relevant to the course topic, bring it along — the practical exercises can incorporate real-world contexts.
Yes. The course develops range and versatility across specialist formats. Even experienced writers typically find that some formats are stronger than others, and the intensive workshop approach sharpens every one.
Writing for Business covers universal business writing skills — clarity, structure, editing. This course specialises in the formats used in communications and PR: opinion pieces, case studies, speeches, features. The audiences and techniques are different.