At this one-day immersion boot camp, you’ll get the how-to’s from expert trainers in writing optimized and shareable press releases, crafting email pitches, applying storytelling concepts to your PR writing and much more.

Register at www.prnewsonline.com/writingbootcamp-aug2013

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Early bird rate ends July 17!

Register now for PR News’ August 5 Writing Boot Camp at the Westin San Francisco, and get a one-day immersion in the craft of effective writing. Trainers from Meritus Media, The In-House Writer, and Waypoint Homes will discuss writing optimized press releases catered for mobile devices, as well as applying storytelling concepts to your PR writing.

We look forward to seeing you on August 5 and bring your laptop or tablet for a day of interactive learning. Don’t forget to also join us the following day for our Next Practices Annual Conference, which will be held the following day at the Westin San Francisco.

• Putting your intended audience or reader at the center of your written communications, instead of yourself

• Writing killer press release headlines

• Using basic SEO tactics to increase the searchability of your press release

• Increasing the shareability of your press releases

• Writing concise email subject lines

• Confining your entire email pitch to one paragraph

• Researching target keywords and implement them to gain better visibility and increase brand exposure on search engines

• Optimizing press releases and headlines to generate media coverage

• Crafting tweets that are likely to be retweeted

• Spotting opportunities within your organization for brand storytelling

• Telling your brand’s story through social media

• Bridging the gap between good writing and effective storytelling

About PR News: The PR News family of products includes the weekly publication PR News, PR News webinars and workshops, the Platinum PR Awards, PR People Awards, CSR Awards, Nonprofit PR Awards, Top 100 Case Studies in PR Guidebook, Guidebook to Best Practices in CSR and Green PR, PR Measurement Guidebook, Digital PR Guidebook, Crisis Management Guidebook, Media Training Guidebook and other products and

• Writing Do’s and Don’ts for Communicators

• The Next-Generation Press Release

• Writing Clinic I: The Press Release and the Craft of Revision

• Mobile Communications: Write Right for Mobile

• How to Craft Emails for Media Relations Success

• Writing Clinic II: Craft an Email Subject Line and Pitch

• SEO and Writing for the Web

• Make the Leap From Online Communications to Online Storytelling

• A list of AP Stylebook priorities

• A list of 100 Troublesome Adjectives

• News Release Guidelines

• Notes on Ledes (a.k.a. Leads)

• A list of Verbs to Replace Sacrosanct “Said”

• Best Practices for Writing Success on the Job

• Guidelines for Writing Publishable Quotes

If you spend at least a quarter of your time in any of these areas, you should attend this Boot Camp:

• Public Relations

• Digital and Social Media

• Community Relations

• Corporate Communications

• Word of Mouth Marketing

• SEM/SEO Management

• Publicity

• Brand Marketing

• Video Production

• Marketing Communications

• Employee Communications

• PR Business Development

• Human Resources

• Public Affairs/Issues Management

• Media Relations

• Research

• Analytics

• Measurement

PANELS INCLUDE:

BONUSES FOR ATTENDING:

WHO SHOULD ATTEND:

YOU’LL BECOME AN EXPERT IN:

Register at www.prnewsonline.com/writingbootcamp-aug2013 | Aug. 5 • Westin | San Francisco

PR News’ Writing Boot Camp

You’ve had that experience of reading a fellow communicator’s email, press release or blog post and cringing when you spot empty jargon and overused catchphrases, typos, buried leads and a lack of true understanding of a product or service. Worse, you’ve had that sinking feeling when you’ve reread your own material after sending or publishing it, and spotted the same kinds of missteps. We’ll give you a fast-paced rundown of rules you can almost always write by, and habits to avoid.

You’ll learn how to:

• Avoid “padding” such as needless adjectives, hyperbole and overused, empty catchphrases

• Determine the business reason for a document before typing a single word

• Put your intended audience or reader at the center of your written communications, instead of yourself

• Focus on the benefits to the reader of your product or service in your written materials, instead of on its features and internally perceived uniqueness

• Adhere to basic rules of grammar, and choose from a list of reference guides

• Simplify your language and avoid the use of complex or vague industry jargon

Speaker: Beth Haiken, Vice President of Corporate Citizenship & Communications, Waypoint Homes

Press releases are far from extinct or irrelevant. In the age of content marketing, when brands are depended upon and expected to provide useful content, press releases have reasserted themselves as efficient and concise vehicles for brand messages and news. Journalists must also now do much more with less, and your well-crafted, searchable press releases can ease their burden and advance your brand’s business interests. Our trainers will show you how to craft releases for the age of SEO, social media and downsized or nonexistent newsrooms.

You’ll learn how to:

• Write killer press release headlines• Make sure the tone of your subject line and headline

matches the content of your press release• Use worthwhile, meaningful quotations• Include all of your contact information (including

social feeds) in a prominent location in e-mails and press releases

• Increase the shareability of your press releases

Speaker: Andrew Hindes, President, The In-House Writer

Stephanie Corns, Director of Corporate Communications at Charles Schwab

Our press release trainers will assist you in the revision of a sample press release sent in advance by Boot Camp participants (all Boot Camp participants will need to bring a laptop or tablet).

If you want to succeed as a PR pro, you need to think small—small as in mobile phones and “tablets.” This forward-looking session will show you what the future of digital communications looks like, what the limitations of small screen will mean for your PR writing, and what opportunities they will open.

You’ll learn how to:

• Write concise content that doesn’t test the impatience of mobile users

• Create the kind of fun content mobile users love, such as lists and news briefs

• Tweet and post on Facebook with the small, mobile screen in mind

• Tailor your content for specific demographics• Optimize your content specifically for mobile devices

8:30 - 9:15 a.m. Writing Do’s and Don’ts for Communicators

9:15 - 10:00 a.m. The Next-Generation Press Release

Register at www.prnewsonline.com/writingbootcamp-aug2013 | Aug. 5 • Westin | San Francisco

PR News’ Writing Boot Camp | Agenda

11:15 - 11:30 a.m. Networking Break

10:00 - 10:15 a.m. Networking Break

10:15 - 11:15 a.m. Writing Clinic I: The Press Release and the Craft of Revision

11:30 a.m. - 12:30 p.m. Luncheon & Keynote Presentation

12:30 - 12:40 p.m. Networking Break

12:40 - 1:00 p.m. Mobile Communications: Write Right for Mobile and Reshape the Role of PR

1:00 - 1:30 p.m. Networking Break

Our trainer will lead you in an exercise in which you’ll craft an email subject line and pitch and present it to our panel of journalists for their on-site feedback.Speaker: Sally Falkow, Social Media Strategist, Meritus Media

Landing at the top of search results is the Holy Grail for many brands as it can generate new customers, raise brand awareness and drive the bottom line. With recent updates to Google’s search including Panda and Penguin, refining your optimization strategy is a must. Knowing how to use keywords in press releases and create shareable content are essential tactics to getting your messages heard by your target audience—and beyond.

You’ll learn to:

• Research target keywords and implement them to gain better visibility and increase brand exposure on search engines

• Blend persuasive writing with the right keywords to make your content visible in Web searches and lure audiences—and keep them on your site

• Optimize press releases and headlines to generate media coverage

• Emphasize the shareability of all of your written content

Our trainer will show you how PR pros can use storytelling tactics for their companies and clients as an alternative to the standard media pitches and press releases. You’ll learn how to deliver exactly what your customers want to hear; effectively ensure that tactics used will tell your brand’s story in the best possible way; create content that aligns with your storytelling concepts; and effectively use storytelling to lift your pitches above the hard-sell fray.

You’ll learn how to:

• Spot opportunities within your organization for brand storytelling

• Tell your brand’s story through social media• Understand how effective storytelling relates to PR• Unleash your verbal and written storytelling skills• Bridge the gap between good writing and effective

storytelling

Speaker: Ashley Callahan, Manager, Digital Communications and Social Media, The Coca-Cola Company

Register at www.prnewsonline.com/writingbootcamp-aug2013 | Aug. 5 • Westin | San Francisco

PR News’ Writing Boot Camp | Agenda

2:30 - 2:45 p.m. Networking Break

2:45 - 3:30 p.m. SEO and Writing for the Web

3:30 - 4:00 p.m. Make the Leap From Online Communications to Online Storytelling

1:30 - 2:30 p.m. Writing Clinic II: Craft an Email Subject Line and Pitch

Some proceeds from the boot camp will go to One Laptop per Child’s - whose mission is to create educational opportunities for the world’s poorest children by providing each child with a rugged, low-cost, low-power, connected laptop with content and software designed for collaborative, joyful, self-empowered learning. When children have access to this type of tool they get engaged in their own education. They learn, share, create, and collaborate. They become connected to each other, to the world and to a brighter future.

Boot Camp Facilitators

Diane SchwartzSVP and Group PublisherPR News

Steve GoldsteinEditorial Director, EventsPR News

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Registration Fee

Registration Type Early Bird (Before July 17) Regular Rate

Per Person Rate PR Writing Boot Camp Only $695 $795

PR Writing Boot Camp & PR Next Practices Annual Conference $1,170 $1,270

GroupPR Writing Boot Camp Only $645 $745

PR Writing Boot Camp & PR Next Practices Annual Conference $1,070 $1,170

FOUR EASY WAYS TO REGISTER

Web: www.prnewsonline.com/writingbootcamp-aug2013

Phone: 301-354-1694

Fax this completed form to: 301-309-3847

Mail this completed form to PR News/Saun Sayamongkhun4 Choke Cherry Rd, 2nd FloorRockville, MD 20850

When faxing or mailing, please photocopy the form for each registrant.Access Intelligence Federal Tax ID#: 52-2270063

Please make a copy of this registration form for each person you are registering. | Group = Per person fee for two or more from the same company.

ONLINE: WWW.PRNEWSONLINE.COM/WRITINGBOOTCAMP-AUG2013 • CALL: 301-354-1694 • FAX: 301-309-3847

QUESTIONS CONTACT: MARKETING COORDINATOR, SAUN SAYAMONGKHUN AT SAUN@ACCESSINTEL.COM.

VENUE INFORMATION: THE WESTIN IN SAN FRANCISCO, CA 50 THIRD STREET

Hotel Room Block: The Westin San Francisco. PR News has arranged a room block at The Westin San Francisco for a rate of $319 a night.

FOR SPONSORSHIP INFORMATION: CONTACT DIANE SCHWARTZ, SVP, PR NEWS AT DSCHWARTZ@ACCESSINTEL.COM.

CANCELLATIONS: ALL CANCELLATIONS ARE SUBJECT TO A $300 FEE (PER ATTENDEE). BEFORE JULY 17, YOU WILL RECEIVE A REFUND, MINUS THE FEE.

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Register at www.prnewsonline.com/writingbootcamp-aug2013

PR News’ Writing Boot Camp