Event Profile

The Secrets of Effective Writing Series

May 20 — June 24, 2021


This class is currently full. If you would like to be added to a wait list, please email Gail Patterson at gail@nwppa.org.

Who Should Attend:

Utility communicators who want to improve their public relations writing skills.

Related Event(s):

Story Pitches That Get Results, May 20, 2021

Crafting Compelling News Releases, May 27, 2021

Effective Feature Writing Techniques, June 3, 2021

Crafting Key Messages That Resonate, June 17, 2021

Writing Persuasively and Convincingly, June 24, 2021

Series Overview:

Do you have a great story idea about your utility, but are unsure about how to pitch it to a journalist? Want to learn tried-and-true methods for writing feature articles that are engaging, interesting, and informative? What’s the right approach for writing news releases and key messages? Does your persuasive writing lack focus? And what’s a nut graf, anyway?

Through this series of five 60-minute online workshops taught by Lance Robertson, participants will receive instruction and helpful tips for writing effectively in a variety of styles and formats. Webinar participants will be provided with basic concepts about each writing format, or tactic; will gain a better understanding about when and why to use specific writing tools; and will learn specific writing techniques that are most effective for communicating with the media and customers.

Participants may register for all five webinars at a discounted rate or register for a specific webinar covering a single writing topic. The five webinars in the series will cover the following tactics and writing formats:

    1. Story Pitches That Get Results: Pitching story ideas to journalists via email, using two approaches that greatly increase the likelihood of media coverage.
    2. Crafting Compelling News Releases: Writing news releases that clearly convey your utility’s actions, decisions, projects and programs.
    3. Effective Feature-Writing Techniques: Learn specific approaches and writing techniques that will enhance the readability of your newsletters, website, brochures, and other publications.
    4. Crafting Key Messages That Resonate: Writing key messages that convey your utility’s actions, while also enhancing your utility’s image and its positive attributes.
    5. Writing Persuasively and Convincingly: Persuasive writing techniques for guest columns, blog posts, letters to the editor, presentations, speeches, and more.

Series Recordings:

Webinar recordings can be made available to registrants who are unable to attend live.

Series Instructor:

Lance Robertson, Instructor, School of Journalism and Communication, University of Oregon; and Owner, LF Robertson Communications LLC

Series Schedule:

The first webinar will be held on May 20 from 2-3 p.m. PST, and the remaining four will be held at 10-11 a.m. PST. Attendees will be admitted 15 minutes before each webinar begins.

How to Participate:

Instructions will be emailed to attendees within 12 hours of the webinar and we recommend that you test the link to the meeting as soon as you get the instructions. The webinar is best viewed using Chrome as your browser. We recommend that you use a landline for both your phone and your internet connections.

This registration is for one person to attend. We manage our webinars on an honor-system basis; if more than one person from a utility wishes to attend, each is to register separately.

Series Fees:

Utility Member Rate: $405
Associate Member Rate: $610
Non-Member Rate: $1,215

Note: Organizations that register a group of employees will receive every fifth registration for free. For example, if you register five employees, you only pay for four; register 10 employees, you only pay for eight; and so on. There is nothing additional you need to do to receive this discount.

Cancellation Policy:

Cancellations are accepted with a full refund as follows:

For webinars and virtual classes, if the request is made at least five days prior to the course, then 100% of the registration fee will be refunded.

For in-person events, the following fee structure applies: cancellation at least 30 days prior to the event, full refund; within 15-29 days, $100 fee; and within 1-14 days or no show, 100% of the registration fee. When possible, please send a substitute instead of canceling because NWPPA does not charge a fee for substitutions.

Continuing Hours:

This series qualifies for five continuing hours. Certificates are issued upon full completion of the course.

For More Information:

To find out more about this course, to register, or to learn about other events, view the Training and Event Catalog.