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“I’ll just add some copy” or “please can you add some words to that” – phrases heard in the communications teams across the globe. With the modern focus on video and photographs, the long lost art of copy writing has fallen to the way side. We’re here to re-teach you the dark art of copy writing and to stress the importance of words still being essential to the success of your social media.

About the workshop leader: Jackie is from South Africa and came to the less-sunny UK in 2006 with nothing more than a suitcase and £120 in her pocket. Her background is in communication campaign planning, specialising in photography and video production. Before taking this job with BFBS she worked as Comms & Marketing Manager for a military charity.

About the organisation: BFBS is a military charity with a mission to entertain, inform, connect and champion the UK armed forces, their families and veterans. Why? Because they do a tough and invaluable job and we believe they deserve the nation’s support. Our entertainment, news and information services provide a simple but powerful way for them to connect to life back home. A way for them to feel happier, to unwind and relax. A way for them to share experiences and build communities. And when it’s time to re-join civilian life, we also provide high-quality vocational training and welfare grants to support them.

Why should you attend?

You should attend this workshop if you’re unsure of how to write effective and engaging social media copy to really help your content stand out from the rest. Participants will gain a comprehensive understanding of the different approaches to copy writing and how copy can complement accompanying content. The workshop will also provide a grounding in how to write engaging content which will take your social media campaigns to the next level, supported by case studies, example exercises, and feedback sessions.

Workshop programme

13:00 Registration

13:30 Session 1: Creating Successful Content and the Tools and Resources Needed to Maximise your Outreach

Vitnija Saldava

Vitnija Saldava, Editor & Press Officer, NATO

  • Why effective copy is still relevant to modern marketing
  • Types of copy and their uses: selecting the right approach for the message
  • "The dark art of copy writing": how to write engaging and effective content


  • 14:45 Afternoon Coffee

    15:15 Session 2: Interactive Tutorial Designed to Develop your Eye to See What Works and What Doesn’t on Social Media

    Vitnija Saldava

    Vitnija Saldava, Editor & Press Officer, NATO

  • Case studies of effective and poor copy writing
  • Example exercises and evaluation
  • Why copy writing makes your content stand out
  • 16:45 Questions and Closing Remarks

    Vitnija Saldava

    Vitnija Saldava, Editor & Press Officer, NATO

    17:00 Workshop Closes



    Ms. Jackie Rautenbach

    Ms. Jackie Rautenbach

    Head of Social Media, British Forces Broadcasting Service

    Ms. Jackie Rautenbach

    Head of Social Media, British Forces Broadcasting Service
    Ms. Jackie Rautenbach

    Jackie is from South Africa and came to the less-sunny UK in 2006 with nothing more than a suitcase and £120 in her pocket. Her background is in communication campaign planning, specialising in photography and video production. Before taking this job with BFBS she worked as Comms & Marketing Manager for a military charity.

    Vitnija Saldava

    Editor & Press Officer, NATO
    Vitnija Saldava


    Venue To Be Confirmed

    London, United Kingdom

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    Venue To Be Confirmed

    United Kingdom

    Venue To Be Confirmed



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    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.


    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.


    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SMI Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.


    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@smi-online.co.uk

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