Section one

The importance of having a clear brief, whatever you are writing

• Establishing the format and purpose of the communication

• Desired outcomes, calls to action, impact

Keeping the audience firmly in mind

• Building a target persona as a focus for your writing

• Developing a tone and voice for engagement

• Fleshing out your brief

• Practical discussion

Section two

• Practical writing exercise, discussion and feedback

Section three

Planning and structure

• Finding the best structure for your message

• Digital impacts - how your audience will skim your writing

• Prioritising the content of your message

Deeper structure

• Writing concisely and consistently

• Keeping paragraphs self-contained

• Engaging your audience with active sentences

Section four

• Practical writing exercise, feedback and group discussion

Questions and answers