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Each audience is different. As a public sector professional, it’s your job to write copy that engages, influences and communicates effectively. But, we know writing persuasive copy can be a challenging task.

Our Effective Copywriting Skills for the Public Sector course equips you with the skills and tools needed to plan and create persuasive copy, no matter the audience.

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

trainer photo
Alan Rutter
Data Visualisation Expert

Alan Rutter is a journalist, digital consultant, product owner and trainer.

He oversaw the iPad edition launches of Wired, GQ, Vanity Fair and Vogue in the UK, and has been working with Condé Nast International as product owner on a bespoke digital asset management system for their 11 global markets.

Until November 2014 he worked with Guardian Masterclasses on curating and delivering new course strands and teaching their B2B data visualisation courses for clients including the Financial Conduct Authority, the Home Office, Novartis, Haringey Council and Gloucestershire Police Constabulary.

Previously he was ...

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Learning Outcomes

  • Learn how to better understand your audience
  • Successfully engage and persuade your audience
  • Ascertain the key components of writing captivating copy
  • Examine good and bad examples of public sector copywriting
  • Acquire a practical framework to help write engaging and persuasive copy
All the Understanding ModernGov courses are Continuing Professional Development (CPD) certified, with signed certificates available upon request for event.

Enquire About In-House Training

To speak to someone about a bespoke training programme, please contact us:
0800 542 9414
[email protected]


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09:00 - 09:30


09:30 - 10:00

Trainer’s Introduction and Clarification of Learning Objectives

10:00 - 11:00

Know Your Audience

  • Develop an effective tone of voice in your copy
  • Examine bad and best practice examples of copy
  • Quickly decipher information and material on your audiences
  • Take a flexible approach to writing copy: academic, political or policy
  • Establish who your audience is: stakeholder, service users, students and pupils
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 that will appeal to key service users and stakeholders.

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


13:15 - 14:15

Create a Comprehensive Copywriting Toolkit

Learn methods to free yourself from jargon-heavy blurbs, and put your message into readable, plain English that readers will engage with.

  • Avoid monotonous writing
  • Understand the mechanics of writing
  • Use rhymes to get your message across
  • Harness social media for your organisation’s needs
  • Learn how to make press releases engage with key service users
14:15 - 15:00

Copywriting Editing Workshop

  • How to ensure your finished copy is accurate, presentable, professional, and does exactly the job you need it to
15:00 - 15:15

Afternoon Break

15:15 - 16:00

Writing Put into Practice

  • Work through specific examples that are related to your organisation
  • An opportunity to put everything you’ve learned into practice and receive detailed personal feedback from the trainer
16:00 - 16:15

Feedback, Evaluation and Close