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Course Description

Technical knowledge and data points alone rarely capture media attention in today's crowded news environment. Written pieces on impactful public initiatives often go unnoticed because they lack the elements that make readers stop scrolling through the noise to read your work.

In this course, you will apply persuasive writing techniques to capture media attention, engage your audience, and drive action. By focusing on readers' emotions, needs, and motivations, you’ll craft clear, concise content using the four cornerstones of effective media writing: substance, surplus, sequence, and style. You’ll tap into key elements of persuasion, including credibility, emotional appeal, and logical argument, while leveraging rhetorical devices and storytelling to create compelling narratives.

The course will guide you in customizing your writing for various media formats, such as press releases, op-eds, and newsletters, aligning with the needs and expectations of media professionals. By the end of the course, you’ll understand how to consistently produce impactful writing that cuts through the noise, earns media attention, and drives meaningful action from your target audience.

You are required to have completed the following course or have equivalent experience before taking this course:

  • Strategic Media Relations for Public Leaders

Faculty Author

Mark Bayer

Benefits to the Learner

  • Adopt the mindset of persuasive writing
  • Compose a compelling piece of writing that effectively uses substance, surplus, sequence, and style
  • Customize your writing for the media

Target Audience

  • Advocacy, nonprofit, and government leaders and professionals
  • Executives and business leaders in industries heavily influenced by public policy
  • Civil servants and elected and appointed officials at the local, state, and federal levels
  • Political candidates for elected office
  • Legislative aides
  • Political candidate recruitment organizations
  • Scientists and engineers at the management and executive levels
  • Consultants
  • Anyone interested in transitioning in their career in PR or a related function

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in

Type
2 week
Dates
May 27, 2026 to Jun 09, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Aug 19, 2026 to Sep 01, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
Type
2 week
Dates
Nov 11, 2026 to Nov 24, 2026
Total Number of Hours
10.0
Course Fee(s)
Regular Price $999.00
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