Working in the public sector requires you to write for a diverse range of people; including stakeholders, beneficiaries, elected members, partner organisations, funding bodies and the general public. It takes unique skills to write persuasive copy that delivers your message succinctly to specific audiences every time.

Led by communications expert, Sue Calthorpe, this Effective Writing Skills for the Public Sector course will equip you with the tools needed to plan and create confident and persuasive writing, for specific public sector audiences.

Learn how to understand and research your audience effectively, collate and articulate information quickly and succinctly without losing key points or tone of voice, and frame your message in a way that will gain a positive response every time.

If you genuinely want the reader to pay attention to your content, you need to ensure your writing is clear, engaging and easy-to-read every time.

About the Chair: Sue Calthorpe
Sue is an experienced communications professional who trains a number of high-profile organisations to enhance their communication, through writing in a more business critical way to writing more effective reports. Sue worked as a regional and national newspaper journalist prior to setting up a full-service communications company, now established for 25 years.

Susan works with a wide number of public and private sector organisations to help improve writing skills and wider communications, with a range of training including production of communications strategies, face-to-face briefing, communicating complex information, presentation, media handling and key messaging and a variety of advanced writing and verbal presentation techniques.

Her recent clients include Aston Martin, Fujifilm, BP, LA Fitness, G4S, Hanover, Norfolk County Council, British Airways, Marks and Spencer, Devon County Council, Citizen’s Advice Bureau, The General Dental Council, the Wine Institute of California, Shelter and The Law Society. Learn more here

09:15 - 09:45


09:45 - 10:00

Trainer’s Introduction and Clarification of Learning Objectives

10:00 - 11:00

Research Your Audience

In this session, delegates will discuss written techniques to engage with key stakeholders, service users and customers and:

  • Develop an effective, consistent tone of voice in your copy
  • Examine bad and best practice examples of copy to establish principles for successful writing
  • Take a flexible approach to writing a variety of copy: policy, communication and marketing
  • Quickly decipher information and materials for your audiences
11:00 - 11:15

Morning Break

11:15 - 12:30

Defining Your Message

Learn effective methods to analyse your subject and create a clear, compelling narrative

  • Structure a piece of writing to make your organisation appeal to stakeholders
  • Effective features and benefits of presentation analysis
  • Learn technical details of a policy or product
  • Create a compelling story
  • Understand the psychology of storytelling
12:30 - 13:15


13:15 - 14:15

Create a Comprehensive Copywriting Toolkit

Learn ways to free yourself from jargon and create messages in readable plain English that readers will understand and enjoy.

  • Understand the mechanics of writing
  • Understand and know how to use literary devices to create creative and compelling text
  • Avoid monotonous writing
  • How to write for a variety of social media channels
  • How to create press releases that stand-out from the crowd
14:15 - 15:00

Copywriting Editing Masterclass

  • How to ensure your finished copy is accurate, presentable, professional, and gains traction in a crowded market
15:00 - 15:15

Afternoon Break

15:15 - 16:00

Writing Put into Practice

  • An opportunity to put everything you’ve learned into practice, and receive personal feedback from the tutor
  • Delegates will work through specific examples that are related to their organisation
16:00 - 16:15

Feedback, Evaluation & Closing Remarks

Eddy Lawrence

Communications Consultant

Eddy is a journalist, copywriter and editor. Eddy writes for the Guardian, Shortlist and Time Out, and regularly runs talks…

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etc. Venues – Marble Arch, London

Garfield House
86 Edgware Road
W2 2EA

020 7793 4200

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Q: Can I make a provisional booking?

A: Unfortunately, we do not accept provisional bookings. Registrations are subject to our terms and conditions. View terms and conditions here

Q: Can I book without a purchase order number?

A: Yes. Simply email [email protected] after you have booked the course, with your Purchase Order Number. Please quote your order number and the course you are booked onto.

Q: Is lunch included?

A: Yes, a two-course hot buffet is served at lunch. Tea and coffee are served throughout the day.

Q: I have special dietary requirements, how can I request this?

A: Special dietary requirements can be catered for, please ensure you include this in the further information box when registering your place. If you have forgotten to add this, you can also send your requirements to [email protected] or call 0800 542 9440. Please let us know as soon as possible so we can ensure your needs are met.

Q: I have just registered for the course, when will I receive the joining instructions?

A: You will receive the joining instructions and reminders, 6 weeks, 2 weeks and 3 days before the course date. Please check your spam box to see whether the joining instructions were sent there, if not please call 0800 542 9440 so we can have these sent to you immediately.

Q: Will there be WI-FI?

A: Yes, all our venues have the latest technology, offer full audio visual support and WI-FI.

Q: I can no longer attend the course, can a colleague attend in my place?

A: Substitutions may be made at any time but must be made no later than 48 hours prior to the event. Please call 0800 542 9440 or email [email protected] with the replacement's details.

Q: What is your cancellation policy?

A: Cancellations must be received in writing 30 working days before the date of the event and will be subject to a £195+VAT administration fee. Cancellations received after this time will be subject to the full delegate fee.

Q: Why haven’t I received the speaker’s presentation?

A: Speakers presentations are sent a week after the event date. Please contact a member of the UMG team on 0800 542 9440 or [email protected] if it has been more than a week.

Q: Can’t find what you are looking for?

A: Why not contact a member of the UMG team on 0800 542 9440 or email [email protected]