WHO WE WORK WITH MEDIA TRAINING AND CONSULTANCYlastwordDesigned and delivered by award-winning journalists

University of ManchesterUniversity of LincolnUniversity of Central LancashireUniversity of BradfordSt Mary’s University CollegeNottingham Trent UniversityNational Apprenticeships ServiceUniversity of HertfordshireBirmingham Metropolitan CollegeClayesmore SchoolNorthumbria University

Liverpool John MooresUniversity of DerbyCity of Bristol CollegeInstitute of Contemporay ArtsLondon South Bank UniversityCommunications ManagementGreenwich UniversityBournemouth UniversityWarwick UniversityUniversity of the Arts LondonRoyal Shakespeare Company

MillionplusBPP University CollegeThe Open UniversityManchester Met UniversityUniversity of NorthamptonRoyal College of MusicUniversity College LondonOldham CollegeVilliers Park Educational TrustArts & Humanities Research CouncilUniversity of Leeds

New College NottinghamUniversity College FalmouthSkills Funding AgencyUniversity of PortsmouthEssex UniversityUniversity of SouthamptonNCTJEdge Hill UniversityAnglia Ruskin University:DNHÀHOG�&ROOHJHUniversity of Bedfordshire

University of SurreyBath CollegeUniversity of WorcesterEastleigh CollegeCampus PR LtdUniversity of BuckinghamLondon School of Business & Finance157 GroupAQAQueen Mary University of LondonLondon College of Communications

South Downs CollegeTeesside UniversityThe Beans Group LtdDe Montfort University&UDQÀHOG�6FKRRO�RI�0DQDJHPHQWUniversity of PlymouthUniversity of West LondonLoughborough UniversityChichester CollegeUniversity of the West of England6KHઋHOG�8QLYHUVLW\

“A ‘must’ for Anyone looking to gAin more mediA exposure for their orgAnisAtion“

3 Welcome

4 Masterclasses

6 Events

7 Bespoke training/consultancy

8 Who we work with

CONTENTS

Brochure: Ed Miller/Last Word Creative Images: Henry Browne (henrybrowne.com) / Catherine Berry (catherineberryphotography.co.uk)

WelcomeIn today’s rapidly changing media landscape, it’s never been more important for PR and communications professionals to have the right skills, at the right time.

Designed and delivered by practising industry professionals, including high-profile print and broadcast journalists, our events and masterclasses offer up-to-the-minute industry training that reflects current and future trends. We also offer bespoke training and consultancy, tailored to your needs.

We‘d love to hear from you, so drop us a line or give us a call if you‘d like to find out more.

Janet Murray, Managing Director, lastword

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Last Word, Waterman House, 1 Lord Street, Gravesend, Kent DA12 1AWt: 01474 330830 e: jemma@lastwordgroup.com w: www.lastwordgroup.com

“WhAt An excellent WAy to find out WhAt journAlists reAlly WAnt“

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Designed and delivered by practising journalists and media experts, learners get up-to-the-minute insights into the industry. And because classes are taught in small groups, there are plenty of opportunities for individual feedback and guidance

Masterclasses

You can spot a good story at 10 paces, your press releases are watertight and you chase up all your pitches… so why aren’t editors picking up more of your ideas?

This one-day masterclass will help you develop a better understanding of how to make a story compelling to a journalist or commissioning editor, tailor your ideas to suit particular publications and prepare - and deliver - a killer phone/email pitch.

Pitch perfect: sell more stories into the national, specialist and consumer press

Placing comment/opinion articles can be an effective way to position your client/organisation as a thought leader in your sector or industry. But with more people vying for fewer column inches, how can you ensure your ideas stand out from the crowd? This one-day masterclass will help you develop a better understanding of how to generate compelling ideas for comment/opinion pieces, develop pitches editors can’t say ‘no’ to and deliver stylish copy that hits the spot - every time.

Getting your point across: writing comment for the national, specialist and consumer press

You understand the benefits of social media - and may even have started dabbling - but you’re unsure how to move forward.

This one-day masterclass will help you develop a better understanding of how to devise a social media strategy, develop practical ideas on how to use Twitter, Facebook, LinkedIn, Flickr, YouTube and others to maximise your brand reach and use social media to improve both internal and external communications.

Your message, your way: getting to grips with social media (for schools and colleges)

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You may be a confident writer, but there is a big difference between creating copy for the web and other forms of communication.

This one-day masterclass will help you understand how to create a ‘voice’ for your organisation, write sparkling copy that works for the web (including search engine optimisation and social media) and use layout, graphics, hyperlinking and downloadable materials to engage with your audience.

Find your online voice: how to write compelling copy that works for the web

The rise of 24-hour rolling news has brought an increasing demand for ‘good talkers‘ - from experts to all-round commentators with a grasp of media presentation. In this practical, one-day masterclass, you will gain a better understanding of how to secure regular radio and TV appearances, find the right voice, image and body language for media appearances and deliver your message in vivid spoken English which fits the medium. The day will involve recording (radio and TV), playback and feedback.

Developing your media presence: making the most of TV and radio appearances

As a PR or communications professional, you may be required to write and advise on news and feature articles for a range of media – but how confident do you feel about your writing skills? In this practical, one-day masterclass, you’ll get a better understanding of how to: write compelling, accurate copy that communicates your message clearly, adjust your style and tone to suit different audiences and use language, punctuation and sentence structure to create particular effects.

Communicate your message: the art of news and features writing

cAll us todAy to discuss your mediA trAining And consultAncy needs: 01474 330830

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If you’ve ever agonised over how to phrase a press release, pitch a story or close a deal on an exclusive, you’ll know that understanding what journalists are looking for isn’t always easy. You may be second-guessing, with some degree of success, but what could you achieve if you really knew their needs and priorities?

Events

Now you don’t have to be a mind-reader.

Our What Journalists Want conference series gives you the opportunity to meet national journalists and editors, face-to-face. Learn more about:

• how you can increase national press coverage of your organisation

• what kind of stories journalists in your sector are looking out for (and what they’re not)

• the most effective ways to pitch story ideas about your client/organisation

• how/where national press coverage can fit into your overall communications strategy

• new developments in journalism/new media and what this might mean for you/your organisation

How it worksWe run one-day events for PR/comms professionals from the further education, higher education, schools, voluntary, early years and music sectors, with new industries to follow over the next 12 months.

Who you‘ll meetJournalists from national and specialist publications that are relevant to your sector, including the FT, Guardian, Observer, Times, Telegraph, TES, THES, Huffington Post, Sunday Times, New Statesman, BBC Radio 4, Channel 4 and more.

What‘s in it for you?A unique opportunity to meet journalists from your sector, face-to-face, the chance to network with other PR/comms professionals in your sector and gain 10 CPD points or more for your portfolio (CIPR members only).

What Journalists Want events are suitable for PR/comms professionals of all levels of experience. If you have any questions about our course content, drop us a line at jemma@lastwordgroup.com or give us a call on 01474 330830.

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If you’d like something more tailored, we can design and deliver a bespoke training package to your brief. Where required, we’ll draw on the expertise of other media professionals to make sure you’re getting exactly what you need.

Bespoke training and consultancy

We can also help with strategic issues, such as developing a writing ‘voice’ for your organisation, creating a social media strategy or planning media campaigns.

When you come to us, we’ll ask lots of questions, listen carefully to what you tell us, then drill down to the nitty gritty of what your organisation needs.

Then we’ll work up a training proposal that gets to the heart of what you’re trying to achieve.

And as part of our consultancy package, we can also offer various publishing solutions including print and web design – see more at www.lastwordgroup/creative. Contact our creative director Ed Miller on ed@lastwordgroup.com or ring him on 01474 330830.

PRICESMasterclassesFrom £325 plus VAT per person (early-bird rate £300)

EventsFrom £225 plus VAT per person (early-bird rate £200)

Masterclasses delivered at a venue of your choiceFrom £200 plus VAT per person (based on a minimum group of five) plus reasonable expenses

Bespoke training delivered at a venue of your choiceFrom £250 per person (based on a minimum group of five) plus reasonable expenses

To find out more about upcoming events and training opportunities at Last Word, visit www.lastwordgroup.com

WHO WE WORK WITH MEDIA TRAINING AND CONSULTANCYlastwordDesigned and delivered by award-winning journalists

University of ManchesterUniversity of LincolnUniversity of Central LancashireUniversity of BradfordSt Mary’s University CollegeNottingham Trent UniversityNational Apprenticeships ServiceUniversity of HertfordshireBirmingham Metropolitan CollegeClayesmore SchoolNorthumbria University

Liverpool John MooresUniversity of DerbyCity of Bristol CollegeInstitute of Contemporay ArtsLondon South Bank UniversityCommunications ManagementGreenwich UniversityBournemouth UniversityWarwick UniversityUniversity of the Arts LondonRoyal Shakespeare Company

MillionplusBPP University CollegeThe Open UniversityManchester Met UniversityUniversity of NorthamptonRoyal College of MusicUniversity College LondonOldham CollegeVilliers Park Educational TrustArts & Humanities Research CouncilUniversity of Leeds

New College NottinghamUniversity College FalmouthSkills Funding AgencyUniversity of PortsmouthEssex UniversityUniversity of SouthamptonNCTJEdge Hill UniversityAnglia Ruskin University:DNHÀHOG�&ROOHJHUniversity of Bedfordshire

University of SurreyBath CollegeUniversity of WorcesterEastleigh CollegeCampus PR LtdUniversity of BuckinghamLondon School of Business & Finance157 GroupAQAQueen Mary University of LondonLondon College of Communications

South Downs CollegeTeesside UniversityThe Beans Group LtdDe Montfort University&UDQÀHOG�6FKRRO�RI�0DQDJHPHQWUniversity of PlymouthUniversity of West LondonLoughborough UniversityChichester CollegeUniversity of the West of England6KHઋHOG�8QLYHUVLW\