RAGAN'S Virtual Conference

Powerful Writing & Storytelling

Improve copy, content and creativity to capture audiences

Tuesday, December 6, 2022 • Virtual – attend from anywhere!
12 - 4:30 p.m. ET

#RaganWriting

Impactful copy • Inventive campaigns • Inspiring content
Superior storytelling • Better brand journalism • Rising results and ROI

Problem: Writing could be your blind spot. It’s easy to notice the poor writing of others while overlooking our own. Worse, bad writing can kill campaigns — and careers. That’s why it’s the #1 most important skill/competency, according to the latest Ragan and HarrisX survey.

Solution: You’ll discover powerful principles and exciting new techniques to improve your writing chops, storytelling prowess and content strategies at Ragan’s virtual  Writing Conference on Dec. 6 with experts from DePaul University, Edelman, GoDaddy, Life Fitness, Orlando Health, PNC Bank, Prodigy Works, Stax Payments, University of Michigan and more.

If you’re looking for creative ways to capture more eyeballs and grow your career in comms, then this is one day of inspiring, informative writing instruction you can’t afford to miss. This virtual conference is designed for both internal comms and PR practitioners, along with anyone who’s communicating with stakeholders.

Top 10 things you’ll learn:

  1. Writing Like a Journalist: Powerful principles to supercharge any assignment
  2. Headlines that POP: How to craft irresistible headlines for everything you touch,
    from articles and blog posts to press releases and even emails
  3. Bold, Blooper-Free Writing: Secrets of clear, concise, correct and colorful copy
  4. Power of Precision: How to avoid confusion, improve engagement and drive action
  5. Inclusive Writing for DEI: Principles, processes and phrases to add to your lexicon
  6. Modular Content Strategy: How to master content mapping for any user’s journey
    — and tailor your content for the right audience, right message and right channels
  7. SEO for Creatives: Tips to optimize copy and content for greater reach
  8. Social-First Writing Hacks: Quirky copy, hashtags and scripts to increase awareness
    and follower counts across Instagram, Facebook, LinkedIn, TikTok and beyond
  9. Storytelling Structure: Templates of the most effective marcom story types and
    how to use them in your job daily — whether you’re writing a speech or job post
  10. Creativity for Communicators: How to reawaken your inner poet and bring greater creativity, flair and authenticity to every phrase, paragraph and page you pen

Register today. Once registered, you'll be able to join the private LinkedIn group right away!

YOU’LL ALSO RECEIVE THESE EXCLUSIVE BONUS MATERIALS:

  • The Clear and Concise Technical Writing Guide
  • Strunk & White’s Timeless Secrets for Rocket-Powered Writing
  • Why and How to Create an In-House Style Guide
  • Bias-Free Writing: What’s Preferred and What’s Problematic
  • The Art of Storytelling (A Practical Guide)
  • How to Find and Tell Great Stories within Your Organization
  • Inclusive Language: A Progressive Writing Guide

All attendees receive:

  • Access to a private LinkedIn group for attendees only
  • All slides and presentations from speakers
  • Connections to our esteemed speakers

Get Recognized!

Ragan's Certificate Employee Comminications & Culture Conference

Each registration comes with a personalized "Powerful Writing & Storytelling" Certificate of Completion for attending

REGISTER NOW

AGENDA

12-12:05 p.m. ET
Opening Remarks and Industry Wake-Up Call
Part 1: Fun-damentals
12:05–12:45 p.m. ET
Write like a journalist: Pen powerful and precise prose that pops

Compelling writing is the No. 1 skill execs seek in communicators — yet it’s also the hardest to find. In this session, discover how to boost your writing chops with proven journalistic tenets and tricks to elevate everything you pen — from press releases and social media posts to newsletters, speeches and more. You’ll learn:

  • How to apply news value principles to engage readers
  • Getting the hook right: Ideas for winning headlines, teasers and leads
  • The value of style and why it matters — both in text and presentation
  • How to use precise, plain language to improve clarity and retention
  • Now you see it: Ways to use visual verbs to give your writing punch
  • 5 easy pieces of editorial storytelling (and shortcuts for extracting them)
  • Bonus tips for balancing traditional writing with writing for SEO
Editorial Director, Creative Newsroom
Edelman Worldwide
Read bio
Writing Coach and Adjunct Faculty Member
DePaul University’s College of Communication
Read bio
12:50–1:15 p.m. ET
Light up your feeds: Secrets of sizzling, shareable social media copy

Social media copy must be clear, colorful, concise and cool — but it also must scream “Click Me!” if you want to drive real results and move followers to action. Join this informative and fun session to think outside the box when it comes to crafting punchy posts and CTAs on social — without sacrificing personality. You’ll learn:

  • Elements to include in your social media style guide (and why it matters)
  • How to attract and keep eyeballs: Secrets of snappy headlines, listicles and fun posts
  • Examples of social media posts that broke the mold — and captured conversions
  • Ideas for writing for social media visuals and videos — from social cards to funny captions
  • How to find your unique “voice” and deploy it across all your social media channels
Director of Social Media
University of Michigan
Read bio
Social Media Manager
National Committee for Quality Assurance
Read bio
1:20-1:45 p.m. ET
Flip the script: Penning people-first prose—and videos—for internal comms

External communicators like PR pros often get all the glory for writing winning headlines. Let's flip the "script" and end that here. This session will help you improve your internal comms engagement with people-first messaging — whether you're scripting an email, video or podcast — so you can win over staff and leadership no matter the initiative or update. You’ll learn:

  • Educate, empower, engage: Making the employee the hero in your copy and stories
  • Making what’s important more interesting — ideas to reframe potentially boring meetings, hum-drum announcements and benefits stories into "must know" news
  • Video storytelling showcase: How to pen and produce can’t miss videos for employees (lessons from sample “Quickcast” clips)
  • UGC ideas: How to encourage employees to become content collectors, videographers and writers
  • DEI style guides: Why it’s critical to draft one now — and how to give yours life
    (we’ll dive deeper into inclusive writing together in a session later today!)
Manager of Internal Communications
University of Utah Health
Read bio
Internal & External Communications Manager
Life Fitness
Read bio
1:45-2:00 p.m. ET
Break
Part 2: Storytelling
2-2:20 p.m. ET
INTERACTIVE
Storytelling frameworks for communicators: Lessons gleaned from Pixar’s formula (and beyond)

Storytelling isn’t the first thing that comes to mind when you think about B2B tech or financial institutions. But two companies in these sectors actually have very robust storytelling cultures to make “technical” topics come alive and move the hearts and minds of the real people they serve. Join to hear how they put storytelling to work. You’ll learn:

  • Let’s have some fun! We’ll start with a quick interactive exercise to find — and tell — your personal story in 250 characters or less
  • The most common business storytelling structures and how to use them
  • Pixar’s published 22 storytelling rules and what they mean to speechwriters, spokespeople, media sources, employee ambassadors and social media pros
  • The magic of “make it human” and “make it matter” — how to transform your copywriting mindset from writing words to capturing emotions
Vice President, Regional Communications
PNC Bank
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Creative Director
Stax Payments
Read bio
2:25–2:45 p.m. ET
Transform employer branding: Storytelling from intranets to social media

Now that you have unique insight into storytelling structure (thank you Pixar), you’ll learn how to find employee stories that capture your organizational culture—and share them across top internal and external channels to retain and attract talent. This session will help you transform your #1 asset into a powerful competitive advantage. You’ll learn:

  • Where to find powerful stories (think Slack, Teams, Social Media, SharePoint and your intranet)
  • The role ERGs and local groups play in encouraging, collecting and curating employee stories
  • What it takes to create a popular employer brand blog that houses everything from
    “Meet the Employee” and “Side Hustle” stories to “Women in Tech” posts and more
  • How to amplify these stories on social and traditional media—from LinkedIn, Instagram and TikTok to Yahoo
  • How to supplement employer brand storytelling with a thought leadership strategy
Manager of Employer Brand
GoDaddy
Read bio
2:50-3:05 p.m. ET
Storytelling at speed: How to conceive, plan and report a story under deadline

Pressure makes diamonds. But it can also make for half-baked content and filler stories — unless you have a process in place that you can turn to when you are time crunched. This session is a selection of best practices gathered from brand newsrooms across the country — curated to help your team write better, quicker. You’ll learn how to:

  • Become a faster writer by being the best reporter in your organization
  • Develop go-to sources that can give you what you need in a pinch
  • Employ the CRAP Method: Craft Really Awful Prose – and then fix it
  • News-jack great content and insert your experts
  • Punt: When all else fails, turn to the Inverted Pyramid
Co-Founder and Senior Partner
Ragan Consulting Group
Read bio
3:05-3:15 p.m. ET
Break
Part 3: Advanced
3:15-3:35 p.m. ET
DEI strategy, stories and syntax: How to write inclusively for all audiences

Creating an inclusive culture starts with including internal stakeholders in crafting messaging that reflects their experiences — and empowering them to share it, both internally and externally. Join to see how others have transformed their comms copy, campaigns and channels to be more inclusive so their messaging resonates with every employee and external audience equally. You’ll learn:

  • How to write about the shared perspectives and concerns of your diverse workforce
  • How to evaluate and improve the accessibility of your communications, PR and media outreach
  • Best ways for leadership and sources to write and communicate from a perspective that cascades DEI
  • Insights and resources to help you create an inclusive language style guide (hint: creating an ERG is a critical step)
Senior DEI Language Inclusion & Learning Leader
Amazon
Read bio
Manager of Internal Communications
University of Utah Health
Read bio
Corporate Director of Public Affairs and Media Relations
Orlando Health
Read bio
3:40-4 p.m. ET
Think like an editor: Self-editing and rewriting tips, techniques and tricks

Writing is a bittersweet process. With many of us racing against the clock, it can be the most daunting "to-do" on your list. While the "eleventh hour" approach has become commonplace, it's an infamously known recipe for disaster, leading only to panic writing and loss of brevity. Thinking like an editor will not only save you time, but it is non-negotiable if you want to get the attention of one. Join to start leveraging new-age habits and get rid of old ones that are no longer serving you. In this session, you’ll learn:

  • Why you must create an outline that should be thrown out the window
  • The power of multi-device editing (and sometimes, multi-font!)
  • When in times of need, how to use panic writing to your advantage
  • Why complete is better than perfect
  • Common errors and peeves to avoid — what newsroom editors hate
Managing Director
Sevans PR
Read bio
4-4:20 p.m. ET
Creativity through Innovation
Harnessing creativity: Ignite your imagination for captivating copy and campaigns

Creativity is a competitive edge for communicators who want to move their audiences. In this session, discover how to tap into your imagination and harness outside thinking to fuel big ideas leading to content that informs, inspires and is impossible to ignore. Ignite your inner creator by stepping way outside of the box. You’ll learn: 

  • The importance of innovation in business — and how meaningful innovation leads to smarter content creation 
  • How to push outside of the box: Principles, tools and exercises to overcome barriersto creativity and innovation at your organization  
  • How to find new inspiration for greater creativity to fuel your storytelling 
  • Practical ways to brainstorm bold, brilliant and beautiful ideas faster 
  • How to find joy in your work through igniting imagination
Chief Innovation Officer
Prodigy Works
Read bio
4:25-4:30 p.m. ET
Best Take-Aways of the Day

We’ll share the top tactics and strategies from the virtual conference as you prepare to implement these ideas for your organization.

Director of Social Media
University of Michigan
Read bio
Brian Pittman
Manager of Strategic Programming
Ragan Training and PR Daily
Read bio

SPEAKERS
Editorial Director, Creative Newsroom
Edelman Worldwide
Read bio
Writing Coach and Adjunct Faculty Member
DePaul University’s College of Communication
Read bio
Social Media Manager
National Committee for Quality Assurance
Read bio
Senior DEI Language Inclusion & Learning Leader
Amazon
Read bio

Chief Innovation Officer
Prodigy Works
Read bio
Manager of Employer Brand
GoDaddy
Read bio
Corporate Director of Public Affairs and Media Relations
Orlando Health
Read bio
Managing Director
Sevans PR
Read bio

Brian Pittman
Manager of Strategic Programming
Ragan Training and PR Daily
Read bio
Internal & External Communications Manager
Life Fitness
Read bio
Creative Director
Stax Payments
Read bio
Vice President, Regional Communications
PNC Bank
Read bio

Director of Social Media
University of Michigan
Read bio
Manager of Internal Communications
University of Utah Health
Read bio
Co-Founder and Senior Partner
Ragan Consulting Group
Read bio

WHO SHOULD ATTEND?

You should register if you spend at least a quarter of your time in any of these areas:

Writing • Editing • Content Strategy • Storytelling • Brand Journalism • Internal Communications • Executive Communications • Employee Engagement• Social Media • Public Relations • Digital Marketing • Content Marketing • Community Management • Crisis Communications • Corporate Communications • Strategic Communications • Diversity, Equity & Inclusion Communications

REGISTER NOW

PRICING
Register now for Ragan's Powerful Writing & Storytelling Virtual Conference:
Early Bird Rates Regular Rates
Registration $749 $849
Ragan Insider Registration $649 $749
Nonprofit Registration $599 $699

Phone registrations and group pricing: For group orders, please contact our customer service team at 800-878-5331 or cservice@ragan.com

Top reasons to attend this virtual conference

  • You’ll learn from and interact with the top writing, editing, content strategy, brand storytelling and DEI communications professionals.
  • You'll get essential takeaways you can apply right away.
  • You'll be able to watch from anywhere.
  • You'll receive all presentation slides and handouts.
  • You'll get access to the on-demand recording for 12 months.

REGISTER NOW

SPONSORS & PARTNERS

Want to become a sponsor? Reach out to Hannah Lavelle, Director of Business Development
at sponsorship@ragan.com .

PRESENTED BY

CONTACT

REGISTRATION

For questions related to event registrations, please contact:
Shallon Blackburn
Customer Service & Sales Manager

 

SPONSORSHIP

If you’re interested in sponsoring this event, please contact:
Hannah Lavelle

 

PROGRAM

For information on programming and speakers, please contact:
Brian Pittman
Manager of strategic programming