Persuasive public relations: the translator’s toolkit
If you would like to work more effectively with PR agencies, or direct clients who are engaged in public relations activities, this course is for you. Over three sessions, you’ll gain an in-depth understanding of how to translate a range of PR materials that tell your clients’ story in a powerful way, whatever sector you’re in. You’ll also put your skills to the test with a mini challenge to ‘PR’ your own business! The practical exercises and homework for this course are designed for translators working into English, but all language pairs are welcome.
Trainer: Rosie Robbins. Rosie presented a webinar on this subject in March 2017. It was so well received by the attendees that she has now developed this full course.
The course includes practical exercises and homework assignments. The practical exercises and homework for this course are designed for translators working into English, but all language pairs are welcome.
14 November: The anatomy of a press release
Press releases and and their relevance in the digital age
- A bit of history
- Why we’re still wired for news and ‘selective reading’
- Practical exercise: putting yourself in a journalist’s shoes
The basics of news writing
- How to structure a press release for selective reading [practical exercise]
- Writing in the news style: use of tenses, first, second and third person, expository style, working with style guides
- What’s the story? How not to ‘bury the lead’
21 November: The art of persuasion
‘Selling’ the news
- Headlines that grab attention
- Convincing claims
- Compelling quotes
What’s your best feature?
- The difference between news and features
- Translating arguments and opinions in another’s voice
- Case studies, op-eds
- Pitching a feature
28 November: PR skills to boost your business
Being an indispensable translator
- Due diligence
- Local market insights
- Good glossing
- Discussion: what do you do if your client sends you a poorly-written source text?
PR for our business
- Comparing notes on our feature pitches
- What we’ve learned so far
- ResourcesAll webinars are recorded: if you miss the live session, you will be able to view the recording later.
Dates: 14, 21 and 28 November 2017
Time: 2:00 pm UK time. Click here to see the time where you live.
Duration: Approx. 60-70 minutes each lesson plus Q&A.
The course earns 3 hours of CPD (ATA approved for one point). Our webinars and courses are officially accredited by the CPD Standards Board (in partnership with CIOL). Provider number 50057.Courses with eCPD Webinars are officially accredited by the Bureau Wbtv as ‘erkende opleiding’ (approved training).
Who should watch it?
Translators, editors and writers.
What are the benefits to you?
After this course you will have the knowledge to work more effectively with PR agencies or direct clients from any sector who are engaged in public relations activities. Over three sessions, you’ll gain the skills and knowledge to tell your clients’ stories better, and we’ll challenge ourselves to tell our own stories better, too.