Words that Work

Outsmart the algorithms - rethink your storytelling and refresh your writing skills

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Can you beat an algorithm to your story? You might think the writer's craft is safe from automation but as new platforms emerge it pays to sharpen your storytelling style.

Words that Work is designed for public relations and communication professionals who want to refresh and revisit their writing and storytelling skills, bringing a human touch to their organisation's story.

You may have been writing for years or you may be fresh to the keys - either way, this session is for you. It digs into storytelling, explores how language has changed, examines news writing in today's world, works on writing for the increasingly intelligent web plus speech writing pointers for persuasive engagement.


I've spent years writing for a living and the single most important lesson I have learnt is that when it comes to writing, you learn something new every day.

Language changes constantly and when we write for our organisations we need to unearth and craft a clear, truthful and engaging story that helps us in our purpose - building and sustaining the relationships our organisation needs to keep its licence to operate.

Relationships are at the heart of all we do and, in public relations and communication management, we support them through four primary forms of communication - written, oral, visual and experiential.

This year's Chartered Institute of Public Relations 'State of the Profession' survey put traditional written communication in the top three strongest skills and competencies for the profession, yet research published by the European Communications Monitor stressed the need for greater skills in visual communication. Platforms driven by data and artificial intelligence are increasingly able to produce stories indiscernible from those produced by good old human beings.

So what do we need to do? Throw in the towel and hand it over to the robots and picture editors? I'd argue no - we shouldn't do that. There's still more to storytelling than a data scrape combined with some natural language processing - and that's where you come in.

What we must do is regularly revisit the way we find, tell and write the stories that help our communities better understand our organisations, the work they do and the benefits provided.

Words that Work is designed to get you thinking about the way you write - whether that's a news story, a headline, a speech or some social sentences designed to divert your reader on the web.

Join me for two to three hours and refresh, rethink and revisit the way you put your words to work.

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Your Instructor

Catherine Arrow
Catherine Arrow

I've dedicated a lifetime to helping practitioners across the world improve their skills and enhance their careers and I hope I can help you too.

Alongside my work as a public relations professional, running consultancies and in-house teams in different locations around the world, I've designed and delivered training sessions for thousands of practitioners like you. Raising standards in public relations and communication management has been a major focus of my work and part of that has involved making training and education available and accessible for fellow professionals, wherever they may be. Lifelong learning is essential in our profession and the nature of our work means we learn something new every day. We need to regularly refresh our skills and take time to rethink, recharge and revisit the way we approach our work and I hope these online sessions give you the opportunity to do just that.

I'd strongly recommend that if you work in public relations and communication management, wherever you are in the world, you join your national association or professional body. I'm a Fellow of the Chartered Institute of Public Relations (UK), a Founding Chartered Public Relations Practitioner and a Fellow of the Public Relations Institute of New Zealand. I've served on National Council for both professional institutes and I'm past secretary of the Global Alliance for Public Relations and Communication Management.

Frequently Asked Questions

When does the course start and finish?
The course is a completely self-paced, self-contained online course - you decide when you start and when you finish. The course will take between two to three hours to complete, depending on your working speed during the practical exercises. You can stop and start as you wish or tackle the whole course in one sitting.
How long do I have access to the course?
How does lifetime access sound? After purchase, you have unlimited access to this course for as long as you like - across any and all devices you own.
Do I have to be a public relations professional to buy this course?
The course has been designed for people working in public relations and communication management and looks at the writing styles they are most likely to be developing. If you are interested in refreshing your own writing style and storytelling skills and you don't work in public relations or communication management you may find this course helpful and you are welcome to buy.

Get started now!