The Exceptional Writer and Editor Virtual Summit

The Exceptional Writer and Editor Virtual Summit

Friday, Jan. 26, 2018
Noon-3:30 p.m. Central
Price: $445
Member Price: $345

Your messages compete every day with catchy online content. That means copy must now be more clear, concise and creative.

Join this three-hour virtual training workshop with W. Aaron French (SEC), Lucy Abreu (OAP), Kelly Stone (CompTIA) and Ragan Executive Editor Rob Reinalda to learn how to organize copy so you write faster, draft headlines and teasers readers can't ignore, edit text so it's pristine—and write with more power, punch and pizzazz.

Here are six great reasons to attend this outstanding virtual summit:

  • You'll hear and interact with the nation's leading writing experts.
  • You'll receive all presentations and handouts.
  • You'll earn a certificate of completion.
  • You'll get access to an on-demand recording of the entire event for six months.
  • You're guaranteed hands-on, how-to instruction and techniques you can use immediately.
  • You can attend this immersive summit without leaving your desk.
Product Code: Y18VC01


Noon-1 p.m.
Session 1: Principles of powerful writing
Cut the crap: Win the battle for attention with writing that staff can't resist
W. Aaron FrenchWe've all been there: scouring through a corporate message, wondering what's in it for us. We usually just delete it and hope it wasn't important. That's because most corporate writing is bland and doomed to the trash bin. Join this session to get rid of the junk, write with more purpose and power and stop inducing your staff to turn away—because they'll never come back.

You'll learn:

  • Purpose-driven writing: A method to help determine whether you're writing to incite action—or to inform and show readers you respect their time
  • Tapping your inner psychotherapist to discover audience hot buttons—and whether your message should resemble—an epic saga, a sonnet or a tweet
  • How to build an internal communications brand that writes successfully for print, digital and visual formats so your staff doesn't get bored
  • Daring to fail: How to push the limits of your writing—and stun yourself (and your bosses) with inspired communication that moves readers
  • How to write with creativity and flair in today's corporate environment
W. Aaron French is an internal communications manager at the U.S. Securities and Exchange Commission (SEC). @AaronMoFoFrench

1:15-2:15 p.m.
Session 2: Editing for the digital age
New editing essentials: Veteran journalist reveals 5 keys to cleaning up copy
Rob ReinaldaWant your meaning to resonate with readers? Grab your machete, and learn new tactics for cutting away the weeds that bog down your prose. These helpful hints—and many more—from a 25-year newspaper veteran will help you and your team streamline emails, blog posts and pitches for every audience.

You'll learn:

  • Starting strong: How to avoid a common problem that turns off audiences in the opening lines
  • The "Four C's" (plus two others)—practical techniques to make your copy more clear, coherent, consistent and correct
  • How to ditch redundancy, repetition and verbal retreads
  • Why faulty usage undermines your audience's trust in you
  • How to fuel interest with high-octane words that drive readers to read your next sentence—all the way to the finish line
  • Finding the elusive "fish bones" when you proofread
Rob Reinalda is executive editor at Ragan Communications.

2:30-3:30 p.m.
Session 3: Writing for digital channels
Words that come alive: Shake it up with snappy, social media-inspired copy and communication experiences
Lucy AbreuKelly StoneAre your audiences tuning out? Would you like to write words that come alive—and craft snappy, riveting copy that mirrors reader experiences in social media? Join to learn how to shake things up while still staying on message—whether you're writing memos, training manuals, social media posts or intranet alerts. You'll discover how to strike a balance between style and substance so you snare today's shorter attention spans across multiple channels.

You'll learn:

  • Finding the fun: How to stay on message while shaking things up
  • How to create communication experiences, not just messages
  • How to write with flair and creativity across multiple channels
  • Social media lessons—secrets of writing short, shocking and shareable content to engage millennials and Gen Z
  • Best ways to measure success and prove your inspired writing works
Lucy Abreu is senior director of corporate communications for Otsuka America Pharmaceutical.
Kelly Stone is director of global social media at CompTIA.