Intention-Driven Writing in the Age of AI
Good writing has never been just about the words. The purpose of writing is to communicate; to help someone understand, believe, respond or take action. And good communication starts with clear thinking.
Before you write (or prompt) take a moment to think about who you are reaching out to, what’s important to them, and how you want them to respond. Only then can you decide what to say and how to say it.
This is something advertising copywriters have always understood. They are trained to understand their audience, find the message that matters, and craft their words to create a specific response. These same principles can help you communicate more effectively at work.
In this 1-day workshop, you will learn to apply this thinking to your own workplace communication… and work better with your AI partner.
Because AI has made it so easy to produce polished words, it has also made it incredibly easy to produce AI slop: writing that sounds perfectly professional but is generic and says very little. Clearer thinking will help you give AI better prompts. But more importantly, it will help you create communication that feels relevant, meaningful and human.
Ultimately, good communication isn’t just about getting your message across; it’s about making a connection with your audience.
WHO SHOULD ATTEND
Professionals who write reports, memos, emails to clients, briefs, and any other form of communication.
LEARNING OBJECTIVES
By the end of the 1-day programme, participants will be able to:
01
Write With Intention
Define the outcome you want to achieve and understand your audience before deciding what to say.
02
Craft Strategic Messages
Identify what matters to your audience, distil the information and frame your message to move them from Point A to Point B.
03
Brief AI More Effectively
Give AI the context, intention and audience information it needs to produce more relevant and useful output.
04
Apply Human Judgement
Evaluate, challenge and refine AI-generated writing so that the final communication is clear, appropriate and achieves its intended outcome.
Inside the programme
In this 1-day training, professionals learn to think better, write better, prompt better.
MODULE 1
Start with Intention
- Start with Intention: Why are you writing and what outcome do you want to achieve?
- Understand your audience: what are they currently thinking, feeling and experiencing?
- Define the desired Point A → Point B journey.
- Determine what you want your audience to think, feel or do differently.
MODULE 2
Find the Message that Matters
- Distil large amounts of information into what your audience actually needs to know.
- Identify their needs, concerns, motivations and potential resistance.
- Find the intersection between what matters to your audience and what you need to communicate.
- Frame your strategic message to create greater relevance and buy-in.
MODULE 3
Brief the Machine
- Understand why better thinking leads to better prompts — and better output.
- Give AI a good brief: Intention, Audience, Message, Context, Constraints and Desired Outcome.
- Use AI to explore, challenge and improve your thinking before asking it to craft the message.
MODULE 4
Apply Human Judgement
- Learn to give feedback: evaluate AI-generated writing from a human perspective.
- Think critically: Will this achieve my intended outcome?
- Refine structure, language and tone to create the desired response.
- Practise, critique and rewrite using real workplace communication scenarios.
Plan your day
VENUE
N Space Ventures
Unit 718, Level 7, Lift Lobby 4, Block A,
Damansara Intan, No. 1, Jalan SS20/27,
47400 Petaling Jaya, Selangor.
Beside 3 Damansara Mall.
GENERAL ENQUIRIES
Before you register
Can I claim through HRDC?
Yes. This workshop is Fully HRDC claimable. Select the HRDC payment option in the registration form and our team will guide you.
When do I need to pay?
For participants not applying for an HRDC grant, payment must be received before the programme.
What if I cannot attend?
No cancellations or refunds. You may substitute another participant; written notice is required one week before the programme begins.
Finance & HRDC: Kamilah Samsudin
