Effective Writing for Corporate Communications (Half Day) | School of Marketing | ANA

Effective Writing for Corporate Communications (Half Day)

(Half Day Workshop)

Workshop Description
Too often, your company communications are a variation of “Our company is great! Our products and services are terrific!” In other words, you write about everything except what customers really want to hear. Great company messaging engages your customers and makes them want to connect with your brand.

This is a deep topic, so this workshop covers the essentials. You will learn about the key aspects you need to know to develop effective company messages, including writing styles and voice, speaking like your audience, a best-in-class approval process, and the role chatbots can have in the mix.

This workshop is an excerpt of the ANA full day workshop “Effective Writing for Corporate Communications

Who Is This Workshop For?
As the new rules of messaging continue to evolve, everyone in your marketing group — from the actual writers to your marketers, strategists, and senior management — need to understand how customers are engaging with brands and communicating about them. Equally important, everyone needs to learn the new rules of speaking to your customers.

Workshop Benefits
The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and improving employee alignment and collaboration.

After attending this workshop, participants will be equipped to:

Improve marketing effectiveness by:

  • Delivering your message clearly and directly
  • Putting customer benefits in the front of your message
  • Capturing and communicating your company’s voice
  • Having a clear understanding of the ways marketing communication is changing

Increase marketing efficiency by:

  • Reducing inconsistencies in brand messaging
  • Saying more with less
  • Understanding the power of editing

Improve employee alignment and collaboration by:

  • Showing all team members how to communicate in the same voice
  • Reduce the number of rewrites, revisions and spontaneous “strategy discussions”
  • Bringing everyone into the same conversation

Download the full agenda here


  • Steve Lance

    Author and Emmy Award-winner Steve Lance is a partner at PS Insights. His background as a copywriter and creative director includes a full range of advertising campaigns for such clients as SONY Entertainment, Crest Toothpaste, Citizen Watch, J&B Scotch, JIF Peanut Butter, Post Cereals, Verizon, Bell Atlantic, and Hyperion Solutions. He has been creative director of NBC and executive copywriter for numerous cable television networks including The Discovery Channel, TLC, Animal Planet, Discovery Communications, History Channel, National Geographic, and PBS.