In an effort to provide more value-added services and retain loyal customers, increasingly, organisations are publishing newsletters, magazines, online articles and even books to accompany the products or service they sell. However, if the content of such publications are not well-planned or well-written, the initiative can backfire and customers' goodwill could be lost. Often, the task of writing content for such publications falls on the marketing communications or corporate communications personnel who double up as writers. Such writers need to be versatile. They need to be able to write feature articles showcasing a person or product. They need to write informative pieces, giving advice or "how to" tips. They need to write analytical or persuasive commentaries to sway their readers to a course of action, a change of mindset or simply to accept something as a fact. This course will focus on the whole writing process, from brainstorming ideas, planning the outline, writing a draft to revising and proofreading the final draft. Participants will also be introduced to the different writing styles for the different genres of feature writing, information pieces and analysis/commentaries. The course will focus primarily on print publications, though the top-down approach taken can also be applied to online articles.
Marketing communications and corporate communications personnel who need to write articles or who are in charge of their organisation’s newsletters and magazines and those tasked to produce information sheets, educational materials will find this course beneficial.
Gael Lee conducts training in communications skills for tertiary students and working adults. A book editor and copywriter by profession, Gael has worked in the book publishing industry for a decade before setting up her own copywriting/training business. Her clients range from public service agencies and banks to interior design companies.
Gael holds a Master of Arts Degree (Language Studies) awarded by the National University of Singapore. As a copywriter, Gael has written feature articles, informative texts and analytical content for both print and web platforms for a number of organisations. A corporate trainer specialising in written communications, Gael has conducted several workshops including E-mail Writing, Writing for Social Media, Writing for the Web and Copywriting.
Hart Lai has been conducting training workshops to a variety of participants since 2010. She has trained teachers, parents as well as administrative staff in various areas such as Oral and Written Communication, Emotional Quotient (EQ), Brain Training, Phone and Email Etiquette and Sales Techniques. Hart started out as a teacher and then ventured to pursue a career in book editing and copywriting. Later, she opened and managed a brain-based training centre for four years before being a lead trainer for a company dealing with cutting edge learning technology based on neuroscience.
Hart has a Bachelor of Arts Degree, majoring in English language, from Nanyang Technological University, Singapore. She has also received training in Interactive Training Strategies by Dr Thiagi.
Currently, she is an adjunct lecturer at Temasek Polytechnic in the Language and Communication programme while taking up various writing and editing jobs. Her existing projects include developing a new English programme for I Can Read, editing educational books and writing for Motherhood magazine, both printed and online versions. She has also been writing blog posts on education and parenting, amongst other topics, since 2005.