Teaching both marketing and PR delegates at Willis Towers Watson how to write a wide range of collateral

Willis Towers Watson needed to teach people from both its marketing and PR teams to write more effective documents.

Paul Deane-Williams, then Public Relations Director for EMEA at Towers Watson (now Willis Towers Watson), wanted to find a training course that covered a wide range of writing techniques such as structuring, messaging, and writing clearly and concisely, as well as writing emails, press releases, opinion articles and other types of collateral.

The training solution: Structured Marketing Writing courses that covered both the fundamentals of marketing writing and how to put those skills into practice for different types of writing

“We chose Writing Machine Academy’s Structured Marketing Writing Fundamentals and Advanced courses because of the company’s good reputation, the quality of trainers and the wide range of topics covered,” says Paul Deane-Williams. “The latter was important for us given the training had to accommodate the diverse needs of individuals from across our marketing function.

“On the Fundamentals day, the excellent trainer taught the delegates many useful techniques that could be applied to all kinds of PR and marketing collateral, such as how to plan, structure and write lively, engaging copy.  On the Advanced day, delegates put their writing skills into practice on documents such as press releases, emails and opinion articles. It was also really helpful for delegates to go over grammar and punctuation and proofreading techniques to learn when, and how, it is acceptable to break the so-called rules!

“Structured Marketing Writing (Fundamentals and Advanced) has given our delegates more confidence in their writing. As a result, I’m sure there will be an improvement in the quality of our marketing and PR writing, which certainly makes it worth the spend.”

Client feedback

Delegates were asked to give a score out of five on a list of feedback questions such as ‘Quality of the training content’, ‘Quality of the trainer’ and ‘I have learnt new techniques that will enhance my writing’. The average score was 4.8 out of 5.