RAGAN VIRTUAL WORKSHOP

Writing and Content Creation for Communicators

Thursday, May 13, 2021
1 -4 p.m. ET

Register by April 29
Save $75

Thought Leadership • Executive Communications Brand Storytelling • Pitching • Inclusive Writing

In a time when people are feeling overwhelmed and spread thin, communicators are under added pressure to write timely, concise and engaging content for a wide array of audiences.

Join Ragan on Thursday, May 13 for a can’t-miss virtual workshop to help you reimagine your approach to communications writing, craft content with inclusive messaging and turn the page on your storytelling strategy to build lasting stakeholder engagement.

This workshop will feature real-world tips and tactics from leading communicators. Our speakers will share how they effectively compose email newsletters, craft internal and external thought leadership content in uncertain times, write personalized pitches, create social media content that resonates with stakeholders, and more.

Whether you’re looking to improve communications writing skills or build a writing strategy from the ground up, join us for a virtual workshop that will help you improve your writing and messaging, showcase executive leadership and help tell your brand’s story in more impactful ways.

At this Ragan Writing and Content Creation Virtual Workshop, you’ll learn:

  • How to craft internal communications from leadership that reinforce organizational goals, improve morale, and weed out internal issues before they escalate
  • How to begin with inclusion in mind, including people from diverse backgrounds in your content and messaging processes from the outset
  • Strategies for determining length of executive pieces, frequency and where they are showcased
  • Tips for repurposing video content from speaking opportunities such as town halls or panels into thought leadership content
  • Considerations for adjusting your leader’s messaging to help your brand voice meet the current cultural climate
  • Tactics for writing pitches that don’t read like a mass email
  • How to compose sentences that acknowledge the niches within a journalist’s beat
  • Ways to cut fluff and unnecessary language in your pitches
  • Strategies for writing follow-up pitches
  • Strategies around crafting content for diverse audiences without tokenizing them
  • Which language and terms to embrace in your external DEI messaging, and which to avoid
  • Tips for crafting authentic, substantive messaging around national conversations on civil rights and racial equity that reinforces your brand values
  • How to identify what sections your brand and employee newsletters should include
  • Strategies for testing format, length and cadence of your newsletters to get the most engagement from internal and external stakeholders
  • Best practices for leveraging pre-existing content and campaigns in your newsletters
  • Tips for including images, memes and other visuals to break up your text

Exclusive Bonuses for Attendees:

  • Guide to Media Pitch Writing
  • List of Free and Helpful Digital Writing Tools
  • Samples of Successful Media Pitches
  • The April Edition of Ragan’s First Draft newsletter
  • Inclusive Language Guide
Don't miss this unique opportunity!

AGENDA

AGENDA
1-1:05 p.m. ET
Opening Remarks
1:05-1:35 p.m. ET
CASE STUDY
Creating Fresh Thought Leadership Content That Cuts Through the Noise

As people begin to transition back to normalcy amid COVID-19 vaccinations and businesses reopening, we rely on the words of leaders at major brands and organizations to navigate our uncertainties with compelling, creative thought leadership content. In this session, you’ll glean steps for creating thought leadership content that clearly reinforces your organization’s values, along with strategies for writing timely and relevant content that addresses stakeholder needs.

You’ll learn:

  • How to craft internal memos from leadership that reinforce organizational goals, improve morale, and weed out internal issues before they escalate
  • Strategies for determining length of executive pieces, frequency and where they are showcased
  • Tips for repurposing video content from speaking opportunities such as town halls or panels into thought leadership content
  • Considerations for adjusting your leader’s messaging to help your brand voice meet the current cultural climate
Associate Director, Communications
Sun Life
Read bio
1:35-1:45 p.m. ET
Q&A
1:45-2:15 p.m. ET
PANEL
Writing Personalized Pitches That Get Replies and Build Relationships

While journalists are busier than ever reporting on our changing world, it remains essential that your pitches to them are succinct, timely, and personalized to the specific beats that they cover. After building your media lists and identifying your top-tier outlets for coverage, it’s time to get writing. In this session, you’ll learn how to write personalized pitches that merit a response, along with writing tips that will make any journalist want to work with you again.

You’ll learn:

  • Tactics for writing pitches that don’t read like a mass email
  • How to compose sentences that acknowledge the niches within a journalist’s beat
  • Ways to cut fluff and unnecessary language in your pitches
  • Strategies for writing follow-up pitches
Brand PR Manager
Fractl
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Senior Global Communications Officer
International Rescue Committee
Read bio
2:15-2:25 p.m. ET
Q&A
2:25-2:35 p.m ET
BREAK
2:35-2:55 p.m. ET
Designing and Refining Your Brand and Employee Newsletters

You’ve no doubt seen the tremendous boom that brand newsletters experienced in the past year, as many digital outlets offset losses in ad revenue with record subscription numbers for their newsletter products. In an age of remote work, employee newsletters have also become an increasingly popular channel for communicators to reinforce key messaging points and spotlight their efforts to internal stakeholders. In this session, you’ll learn how conceive, compose and refine your brand and employee newsletters.

You’ll learn:

  • How to identify what sections your brand and employee newsletters should include
  • Strategies for testing format, length and cadence of your newsletters to get the most engagement from internal and external stakeholders
  • Best practices for leveraging pre-existing content and campaigns in your newsletters
  • Tips for including images, memes and other visuals to break up your text
Assistant Director, Leadership and Employee Communications
UC San Diego Health
Read bio
2:55-3:00 p.m. ET
Q&A
3:00-3:15 p.m. ET
To Meme or Not to Meme: Crafting Social Media Content That Keeps Audiences Engaged

There is no blanket approach to writing quality content for social media. While one brand may start a cheeky Twitter feud over the merits of its chicken sandwich using GIFs, another may better serve its audiences with thoughtful explainer content or white papers. In this session, you’ll learn how to produce the right social media content for your brand on the appropriate platform, engaging your audience where they are most active while letting them know where your brand is going.

You’ll learn:

  • How to write social copy differently on Facebook, Twitter, LinkedIn and Instagram
  • Tips for creating and deploying memes and GIFs
  • Strategies for determining what platforms to post on, and how often
  • Smart calls to action to boost engagement
VP, Engagement Strategy
Evoke Giant
Read bio
3:15-3:20 p.m. ET
Q&A
3:20-3:50 p.m. ET
PANEL
Crafting Inclusive Content to Elevate Diverse Perspectives Internally and Externally

2020 was a watershed year for communicators to continue learning how Diversity, Equity and Inclusion practices within their organization must be actionable to resonate externally with changing audiences. As journalist Wesley Lowery wrote in The New York Times, we must take ownership toward ushering in “a reclamation of narrative” that includes and elevates diverse voices. In this session, you’ll learn how to diversify your content strategy in a substantive way that empowers people from all backgrounds to craft content for your organization that reflects their lived experiences.

You’ll learn:

  • How to include people from diverse backgrounds in your content and messaging processes from the outset
  • Strategies around crafting content for diverse audiences without tokenizing them
  • Which language and terms to embrace in your external DEI messaging, and which to avoid
  • Tips for crafting authentic, substantive messaging around national conversations on civil rights and racial equity that reinforces your brand values
Director of Equity Initiatives
Craig Newmark Graduate School of Journalism (CUNY)
Read bio
VP, Head of Partner Media Relations
Barclays
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3:50-4:00 p.m. ET
Q&A
4:00 p.m.
Closing Remarks & Top Takeaways

PRESENTERS

Associate Director, Communications
Sun Life
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VP, Head of Partner Media Relations
Barclays
Read bio
Director of Equity Initiatives
Craig Newmark Graduate School of Journalism (CUNY)
Read bio
Brand PR Manager
Fractl
Read bio
Senior Global Communications Officer
International Rescue Committee
Read bio
MODERATOR

Manager, Strategic Programming
Ragan Communications
Read bio

Top 5 reasons to attend this workshop

  • You’ll listen to and learn from some of the nation’s top communicators.
  • You’ll be able to ask questions and interact with other attendees
  • You’ll receive all presentations and bonus materials.
  • You’ll get access to an on-demand recording of workshop for 12 months.
  • You’re guaranteed extensive, how-to instruction that you can use immediately.

WHO SHOULD ATTEND?

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

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

REGISTER NOW

PRICING
Register for this can't-miss workshop today.
Early Bird Rates
(until 04/29/21)
Regular Rates
Registration $600 $675
Ragan Insider Registration $500 $575
Nonprofit Registration $450 $525

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

For questions, please contact customer service at

CService@Ragan.com or by calling 800-878-5331.

Please visit our FAQ

FAQ

Cancellation Policy: Fees are non-refundable. Substitutions will be accepted up to 7 days prior to the event for another virtual event of equal value.

PRESENTED BY:

Ragan