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November, 2019

Medtronic Headquarters
7:30 AM
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Communicators Creating Change Through Diversity, Equity, and Inclusion
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Move People to Act
It’s counterintuitive, but true: The product is never the topic. The program is never the topic. The plan is never the topic. The topic is never the topic. The reader is always the topic.
Indeed, the secret to reaching readers is to position your messages in your audience’s best interests. (Most communicators position their messages in their organization’s best interests. Which is fine, as long as you’re talking to yourself.)

Move readers to act with a four-step process for giving people what they really want.

In this webinar, you’ll learn a four-step process for moving readers to act by giving them what they really want. Specifically, you’ll learn how to:

Take advantage of the formula readers use to determine which messages to pay attention to (and which to toss).
Tap two rewards of reading you can use to boost audience interest in your message.
Answer the No. 1 question your reader is asking, regardless of your topic, medium or channel.
Make a two-minute perspective shift to focus your message on the value to readers — not on “us and our stuff.”
Use a three-letter word that magically makes your message more relevant to your readers.

“I learned more about writing in two days than in four years of college and six years of practice.”— Samantha Jorgensen, public relations and social media manager, Charles River Labs
Feed My Starving Children
5:30 PM
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Anything you write will read faster and be more compelling after this webinar. Whether it goes directly to your audience or to media gatekeepers, your work will get more engagement after you apply Michael Smart’s tips for tightening it up and adding flair. This webinar will take you through real-world examples of every point.

By the end of this webinar, participants will be able to:

Replicate formulas to make any type of writing more succinct and accessible.
Transform boring corporate monotone into fun and engaging copy, while still respecting your brand voice.
Write copy that gets easily approved, faster, with no erro