In an effort to provide more value-added services and retain loyal customers, increasingly, organisations are publishing newsletters, magazines, online articles and even books to accompany the products or service they sell. However, if the content of such publications are not well-planned or well-written, the initiative can backfire and customers’ goodwill could be lost. Often, the task of writing content for such publications falls on the marketing communications or corporate communications personnel who double up as writers. Such writers need to be versatile. They need to be able to write feature articles showcasing a person or product. They need to write informative pieces, giving advice or “how to” tips. They need to write analytical or persuasive commentaries to sway their readers to a course of action, a change of mindset or simply to accept something as a fact.
This course will focus on the whole writing process, from brainstorming ideas, planning the outline, writing a draft to revising and proofreading the final draft. Participants will also be introduced to the different writing styles for the different genres of feature writing, information pieces and analysis/commentaries. The course will focus primarily on print publications, though the top-down approach taken can also be applied to online articles.