Writing for New Media Workshop

Writing for the Net Boot Camp (1-day)

Clear, concise written language is a central in any online PR campaign.  But exactly what does it take to communicate effectively in Emails, Blogs, Twitter, IM and Social Networks, and what do PR practitioners need to know the leverage these emerging new media channels?

Find out how to adapt your writing skills to communicate more effectively online in this one-day workshop led by renown Public Relations Society of America and U.C.L.A. instructor and new media communications consultant Eric Schwartzman, whose clients include global conglomerates such as Johnson & Johnson, Toyota, City National Bank, and many others.

Effective writing skills increase efficiency and improve productivity.  Wi-Fi will be provided at the conference venue, so bring your laptop, boot-up, logon and get hands-on experience sharpening your online writing capabilities.

What You’ll Learn:

·          How to pitch reporters effectively via email

·          How to pitch reporters and bloggers effectively via social media

·          How to pitch through Twitter and other emerging new media channels

·          How write articulate blog posts and comments that command respect

·          How to write instant messages that deliver measurable results

·          How to manage your online reputation via Wikipedia and Knol

·          Complete guide to online writing etiquette

·          Rules of engagement for successful online PR campaigns

Course Syllabus (1-day)

A. Writing for the Web: Overview

   1. Managing online reputation through effective writing

   2. Engaging constituents through online conversations

   3. Written online communications structure

   4. Determining when to engage, and when to ignore critics

   5. Using popular language to draw in more unique visitors to your site via search

                a) Basic Keyword Discovery

                b) Meta Data Analysis

                c) Density Analysis

   6. Suggestions for circumventing ambiguous written language

   7. Tips for improving the persuasiveness of your writing

   8. Formal vs. conversational written English, and when to use each one

B. Writing Effective E-mail Communications

   1. How to write email subject headlines more likely to get opened

   2. Why some emails get blocked, and others get through

   3. When to send email attachments, and when to send hyperlinks

   4. Sending unsolicited communications to reporters, bloggers and journalists without being labeled a spammer

   5. Challenges of deploying sarcasm, puns and word play

   7. How quickly do you need to respond to email requests?

   8. Exercising restraint and showing respect in online conversations

   9. How to use e-mail signature blocks for online PR

   10. Challenges of mandatory legal disclaimers in email communications

   11. Pitching reporters and bloggers via email

                a) Key concepts and techniques for effective online media relations

                b) Effective bulk-email communications strategies

                c) Building strong relationships with journalists via email

C. Writing Effectively on Social Networks, Twitter and Wikis

   1. Effective techniques for drafting actionable instant messages

   2. Communicating online through Facebook and Linkedin Status Fields

   3. Advanced Twitter communications primer Tweet guidelines

   4. Guideline for effective reputation management on Wikipedia and Knol

D. Writing for Blogs 

   1. Writing blog post headlines that get noticed

   2. Matching your blog writing style to blog strategy

   3. Writing effective blog comments

                a) How to win friends and influence people via blog comments

                b) Choosing an appropriate writing style for blog comments

   4. When and How to Use Hyperlinks in Blog Posts and Comments

               a) Why hyperlinks are the life blood of the blogosphere

               b) How to decide which links are appropriate, and when they’re gratuitous

               c) Measuring hyperlink activity to gauge the effectiveness of online reputation management efforts

               d) The practice of link reciprocity, and when to avoid it at all costs

   5. Managing Your Online Reputation

                a) Establishing and managing your online identity

                b) Deicing between pen names and real names

                c) Perfecting the practice of ego surfing

   6. Distinguishing and Demonstrating an Understanding Between Opinion vs. Fact

   7. Guide to Blogger Relations

                a) Reposting vs. Plagiarism

                b) Excess Linking in Comments

                c) Argue with the Post, Not the Poster

                d) Respond to Comments

                e) Public Discourse

                f) If You Don't Want to Fight, Don't Pick Them

                g) Cite References

                h) Don't Sock Puppet

   8. How to Combat the Splogosphere

About the Instructor


New media consultant Eric Schwartzman has taught his New Media PR Boot Camp to thousands of public relations, corporate communications and marketing professionals.  He produces the monthly Meet the Media teleseminar series for the Public Relations Society of America, hosts the award-winning PR podcast On the Record.Online, has created online newsrooms for organizations such Target, Whole Foods and UCLA and provides a portfolio of SEO services for PR

Contact me to discuss your social media training needs, or check out my upcoming social media training dates.