River 10

Writing Skills for PR and Communication

  • 21/06/2018
  • 09:30 am - 04:00 pm
  • IMNZ, 16 Kingston Street Level 15, Telco Building, 1010, Auckland
  • CPD: 10.00
  • $435.00+GST (member), $785.00+GST (non member), $435.00+GST (student-member)
  • Save to Calendar

This course is now confirmed.


The way we write has evolved and the way we read has altered for good. Increasingly we share pictures and video rather than text and there is no doubt the way we use language has changed. This workshop is designed to help practitioners write with confidence for the many communication channels now in daily use.

We face increasing demands to provide effective content at speed for mainstream news media, the web, status updates or the next big CEO speech. This session will help you to meet those demands.

Key Content

  • During a packed and practical day, delegates will cover:
  • What's the story - how to get to the heart of what’s going on
  • Famous Five - how to engage readers with your first five words
  • Wise words – how to change your approach to news, web, social content, emails, speeches and reports
  • Season with style - how to adapt your tone and style at speed and still make sense
  • Interest and intrigue - how to keep your readers with you to the end
  • Chop and change - how to keep your copy concise and your ideas clear
  • Headline hacking - how to craft headlines that draw your readers closer

Learning outcomes

  • Developed understanding of different writing styles
  • Review and understanding of basic principles
  • Developed understanding of structure, speed and clarity
  • Improved understanding of varying channel demands

Who should attend?

The session is designed for anyone who wants to refresh and improve their writing skills in our rapidly changing world of words.


Catherine Arrow, FPRINZ, FCIPR, Chart.PR

Catherine Arrow is an international public relations consultant, educator and writer. She heads Unlocked PR, digital consultancy Social Capture and designs and delivers professional training and development programmes for fellow professionals. A PRINZ Fellow, a Fellow of the Chartered Institute of Public Relations and a Chartered Public Relations Practitioner, Catherine serves on the Global Alliance Advisory Council following eight years of service as board member and secretary of the Global Alliance for Public Relations and Communication Management. She designed, developed and introduced the PRINZ RIVER continuing professional development programme and is a member of PRINZ National Council.

Alongside her own consultancy work, she lectures and speaks about public relations in New Zealand and around the world. Recent publications include a chapter on future public relations practice in the CIPR book, ‘Lessons from Expert Practitioners’. Her career spans the Northern and Southern Hemispheres and, in 2012, was presented with the PRINZ President’s Award for exemplary contribution to the profession.

This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.

Please be aware of PRINZ payment and cancellation policy.

A student priced ticket to PRINZ courses is sometimes available at a cost of $175 plus GST. Please email the office if you are a student member and would like to attend this course.