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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 skill to write persuasive copy that delivers your message succinctly to a specific audience every time.

Open up your writing potential with our Effective Copywriting Skills for the Public Sector course to gain the skills and tools needed to plan and create persuasive copy.

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.

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. You will leave the day with a comprehensive copywriting toolkit to use everyday.

Unlocking the Power of Virtual

Our virtual courses have been designed with you in mind. From group exercises in breakout rooms to live chat, whiteboards and interactive polls, we use a range of tools and techniques to ensure that you can connect with your trainer; network and share best practice with your peers and leave the day with the skills you need.

Our courses provide you with an interactive and engaging learning environment that can be accessed from any location, helping you to continue to connect, learn and grow. Click here to discover more!

Please note we will use Zoom to virtually deliver this course.

trainer photo
Morwenna Stewart
Communications Consultant

Morwenna works with organisations and individuals as a qualified coach and trainer – to improve their written communications and personal performance.

She worked in marketing and communications for 20 years before working for herself as coach, trainer, consultant.

Morwenna works with public and private sector organisations and individuals on:

  • technical report writing
  • copywriting for websites and intranets
  • accessible communications (meeting accessibility legislation)
  • personal communications – interviews, presenting, career progression
  • specialist neurodiversity workplace coaching – including autistic, ADHD, dyslexic, dyspraxic.

Her recent clients include Barclays Bank; ...

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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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09:25 - 09:30


09:30 - 10:00

Trainer’s Introduction and Clarification of Learning Objectives

10:00 - 11:00

Research Your Audience

In this session, learn how to engage with key stakeholders, services users and customers.

  • 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 or 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 Masterclass

  • 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
  • Receive detailed personal feedback from the trainer
16:00 - 16:15

Feedback, Evaluation & Closing Remarks