Kraft Foods, the world’s second largest food and drink company, markets popular brands in more than 150 countries. Kraft identified writing skills as an important tool and area of development for its communications teams in a number of countries across Europe and the Middle East, and brought them together for a custom-designed Pinnacle writing training session. The session in Vienna ran over one and a half days, and was delivered by a highly experienced journalist and Pinnacle trainer. It covered a range of topics from news values and judgment through the principles and forms of PR writing to the practicalities of headlines and press releases. The format was practical and interactive, with plenty of exercises, individual coaching and critical feedback.