Writing & Content Creation for Communicators

Wednesday, October 28, 2020
1-3:45 p.m. ET

Secrets of Authentic Writing, Images and Video in the Age of Purpose

Writing • Content Strategy • Visual Storytelling • Media Relations
Executive Communications • Internal Communications

Smart communicators must find new ways to be heard at a time when the pandemic, divisive politics and uncertainty dominate people's lives. Authentic, purpose-driven content can help you cut through the clutter, counter anxiety and build bridges with your audiences.

Join this workshop with Colleen Newvine (AP Style Guide), Joanne Callahan (Con Edison), Nikki Hopewell (Rush University System for Health), Bob Hitchcock (formerly, The Walt Disney Co.), and Benton Crane (Harmon Bros.) to create more compelling, trustworthy and even beloved content that speaks from—and to—the heart.

You'll learn:

  • New Expectations: How and why Americans expect companies to speak up now
  • Writing like a Journalist: How to write clear, credible copy for external audiences
  • Anti-Corporate Speak: How to practice more honest, trustworthy employee communications by writing, speaking and acting with passion and purpose
  • Inclusive Language: Phrases and terms to add to your company's lexicon
  • Visual Storytelling: How to add authentic images and video to your content strategy
  • Levity in Tough Times: Why people laugh during a crisis—and how to strike a balance of humor, uplifting and informative content at a time when it's needed most
  • Checklist: Essential Inclusive Language Resources and Guidelines
  • Research: Why the Public Expects Purpose-Driven Content
  • A Data-Driven Process for Testing Humor vs. Information Value in Content

Don't miss this unique opportunity!
Audiences expect more in times like these. Stay relevant with purpose-driven content tips and examples from experts at The Associated Press, Con Edison, Rush Medical Center and Disney.
1-1:30 p.m. ET
Session 1: External Writing
Credible Content Starts Here: Think and Write Like a Reporter

Join to win the battle for attention using writing lessons from a former newspaper reporter and editor. She’ll reveal how to capture interest with stirring stories and concise copy.

You'll learn how to:

  • Think like a journalist to craft a story that's convincing and credible (to the journalists you pitch, stakeholders and public)
  • Avoid the most common AP style errors
  • Cut jargon, extraneous capitalization and fluff to get to the heart of your story
  • Tell a story that’s either unique enough to stand out or part of a larger trend
Colleen Newvine
Marketing Consultant/Product Manager
AP Stylebook
Read bio
1:35-2:05 p.m. ET
Session 2: Internal Writing
Writing for Execs and Employees: Cut the Corporate Speak Already

Join to write authentic speeches and presentations for executives and messages for employees that successfully engage your audience on sensitive issues like the pandemic and social unrest.

You'll learn:

  • Insights for crafting honest, authentic executive communications
  • What employees need to hear now—and how to deliver it
  • How to help manage employee stress in times of Covid-10 and social unrest
  • How to plan and pen more meaningful content (including for a diverse staff)
Joanne Callahan
Speechwriter, Storyteller and Communications Advisor
Con Edison
Read bio
2:10-2:25 p.m. ET
Session 3: Inclusive Language
Words Matter: Upgrading Your Communications with Inclusive Language

Join to harness the power of words that unite, drive action and set expectations around equity, inclusion and belonging at your organization.

You'll learn:

  • What inclusive language really is … and what is not
  • Why inclusive language matters at your organization
  • Guiding principles to help steer your communications
  • How to operationalize and put inclusive language into practice
Nikki Hopewell
Senior Communications Strategist for Diversity, Equity and Inclusion
Rush University System for Health
Read bio
2:30-3 p.m. ET
Session 4: Video Storytelling
Touch the Heart: Add Authentic, Uplifting Video to Your Content Strategy

Join to see why content based on emotional storytelling is crucial to success now, along with ways you can relay that magic to viewers across platforms and channels.

You'll learn:

  • Sources of evergreen content that cuts to the heart: How to find the best stories that inform and inspire
  • What an uplifting video strategy looks like—from goal setting to scripting
  • Sample production checklists from pre-shoot to "post and pray"
  • Lessons from mini-docs: Clips that will make you laugh, cry and click
Editorial Content Director (former)
Disney Parks
Read bio
3:05-3:30 p.m. ET
Session 5: Viral Visuals
You Better Believe It! How to Create Visuals Blending Purpose and Humor

Purpose doesn't just have to inform; it can also entertain. Join to see why "make me smile, make a splash" still applies to videos and images in the pandemic era.

You'll learn:

  • Believing is seeing: How to find your passion and purpose before filming
  • How to translate those guiding principles into winning visuals
  • Why humor and even irreverent content still work on social media—and how to incorporate them into your next visual or video campaign
  • How to use data to test your content blending humor with information
Harmon Brothers
Read bio
3:35-3:45 p.m. ET
Closing Remarks and Key Takeaways

We'll share the top takeaways as you prepare to implement these ideas for your organization.


Marketing Consultant/Product Manager
AP Stylebook
Read bio
Speechwriter, Storyteller and Communications Advisor
Con Edison
Read bio
Senior Communications Strategist for Diversity, Equity and Inclusion
Rush University System for Health
Read bio
Editorial Content Director (former)
Disney Parks
Read bio
Harmon Brothers
Read bio

Virtual Events Producer and Moderator
Ragan Communications
Read bio

Top 5 reasons to attend this workshop

  • You'll listen to and interact with the nation's top writing and content experts.
  • You'll receive all presentations and handouts.
  • You'll get access to an on-demand recording of the event for six months.
  • You're guaranteed extensive, how-to instruction you can use immediately.
  • You can attend this immersive summit without having to leave your desk.



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

Brand journalism • Content marketing • Public relations • Employee communications • Social media • Storytelling • Writing and editing • Video


Register to create essential, authentic content that moves the needle—and audiences.
Early Bird Rates
(until 10/14/20)
Regular Rates
Registration $549 $624
Ragan Insider Registration $449 $524
Nonprofit Registration $399 $474

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

For questions, please contact customer service at or by calling 800-878-5331.

Please visit our 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.