Business people throughout the East Midlands are being given the chance to learn how to improve the way they talk to their customers. A series of two-day workshops run by De Montfort University (DMU) in Leicester aim to show how journalistic skills can have a positive effect on the company’s bottom line. “Advertising and marketing are good ways of reaching your customers but they’re not the only way,” says John Dilley, director of DMU’s Leicester Centre for Journalism. “Using editorial knowledge to reach your customer is often underrated because it doesn’t directly bring in new business. However, when it’s done properly it can be extremely effective in creating lasting brand loyalty – and we all know that it’s more cost effective to keep a regular customer than trying to woo a new one.” The most popular of the workshops is focused on Telling Your News Stories and will be held on June 25-26. “It will do what it says on the tin,” says John. “Everyone has a story to tell and we will show our delegates the best way to do that, whether it’s online or on paper or through social media.” The other workshops are Designing Newsletters and Magazines on June 14-15, Blogging and Features on June 18-19 and Communication Strategies on June 28-29. The workshops are based on a successful eight-day programme that won universal praise from delegates. Tony Matters, who runs his own interior architecture and design company in Leicester called Heterarchy, said: “I would recommend this to almost any business that’s involved in its own marketing or PR or anything that involves writing. I found it helped me with writing generally, not just news articles.” And John Coster, who is editor-in-chief of Leicester’s community news agency Citizen’s Eye, said: “It’s probably the first course I’ve ever done that I’ve been able to use literally from day one.” The workshops will be run by John Dilley, who twice won the title of producing Britain’s best company magazine when he was head of communications for Emap, one of the biggest players in the media industry. Each of the two-day courses cost £300 plus VAT. Book your place or find out more about DMU's journalism short courses here or contact John Dilley for more information.
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