10 Rules for Effective Copywriting - Communicators Network Virtual Learning Series - Session 2

To attend this session, click "I'm Interested" on the calendar listing and we'll send you the Zoom information.


Join us for a session on effective copywriting. Patricia Smith, principal of Patricia Smith Communications (and UC Berkeley professor), will take us back to basics - with a refresher on the critical planning steps for a writing project: setting objectives, assessing stakeholders, developing key messages and building a workable creative brief. From there, we will quickly move on to “tips and tricks” to power up your content - with formulae for compelling headlines and content that speaks to your stakeholders. A final segment on creativity promises to give you “a whack on the side of the head” (figuratively speaking, of course)!

This session will include highlights from a popular copy writing course at UC Berkeley Extension. We will be reminded that “it’s always about the copy,” but there are also many new ways to connect with readers.


About Patricia Smith

Patricia is a senior corporate communication executive with 30 years’ experience.  Prior to establishing Patricia Smith Communications, a corporate training firm, she served in senior communications positions for companies including Kaiser Foundation Health Plan, GE, Bank of America, Blue Cross, and Xerox. Patricia also teaches writing courses at several colleges and universities in the Bay Area.


This virtual learning session is part of a series of webinars exploring basic principles of communications, adapting to our new environment, and taking simpler, more strategic, more creative approaches to communications.

Sessions will be held Wednesdays from 12-1 p.m. Check back on the UCSF Calendar and Communicators Network website for future session topics.

Wednesday, October 21 at 12:00pm to 1:00pm

Virtual Event
Event Type









Free for UCSF employees

Communicators Network
Contact Info

Christine Omata christine.omata@ucsf.edu


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Kay Wallis

Kay Wallis left a positive review 10/20/2020

Solid information, well-presented.