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

Effective Writing for Corporate Communications (Virtual)

(Virtual Half Day Workshop)

Most corporate communications is just a variation of a single message: “Our company is great! Our products (services) are terrific!” Which begs the question: “Besides You, Who Cares?” Great corporate communications connects with your customers and makes them want to engage with your brand.

In addition, the attention span of everyone is becoming woefully brief; and no one has the time to read lengthy, academic-style messages. So how do you move toward a customer-centric voice, yet keep the “corporate” style your internal stakeholders adore?

We’ll address it all in this virtual workshop. You’ll learn about different styles and voices, dive into “speaking like your audience,” and review actual examples of how major corporations are moving to a more customer-friendly voice. We’ll build on what you already know and give you additional tools to stay in tune with your customers and markets and turn your “corporate communications” into meaningful “customer engagement.”

Target Audience

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.

Virtual Workshop Benefits

By attending this virtual workshop, participants will be able to:

  • Improve their writing skills
  • Focus their messaging
  • Increase marketing effectiveness
  • Apply writing tools right away
  • Reduce inconsistencies in brand messaging

 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.