DIGITAL SKILLS AND CONTENT
Effective Writing for Digital: Fundamental Skills
Learn how to write clearly and appropriately for a variety of audiences.
Learn how to write clearly and appropriately for a variety of audiences
This digital copywriting course will cover the key principles of storytelling and how to write concise copy without sacrificing style and impactful tone of voice. This course is available in sessions of either four hours or six hours – see further details below.
What you'll learn: Key principles of effective and persuasive digital writing
No matter how great the story you're telling, readers will soon check out if your copy isn't clear and concise. In the digital world, this is even more important.
This digital writing course course will introduce the key principles of storytelling for all platforms, from the inverted pyramid to the 5Ws. Practical exercises on simplifying and decoding complex language will give you straightforward alternatives to commonly-used, over-complicated phrases and you'll leave with a checklist to use in your day-to-day work.
You'll also explore how to create personas to define your audience and find a suitable tone of voice to speak to them – always thinking about what makes digital writing really sing.
This course encourages critical thinking and thorough discussions, you'll examine how some of the biggest publications subtly (or not so subtly) persuade readers in their news and features writing.
You'll take a deeper look into what makes a compelling opinion piece, learning how to structure and deliver an impactful argument, and the session will end with advice and insights from some of the media's most prominent publishers.
How you'll learn
We offer this course in sessions of either four hours (two modules) or six hours (three modules).
The session will be led by an experienced editor, who will share their knowledge and expertise through presentations, discussion and practical exercises.
Who the course is for
This digital writing course is for anyone who wants to sharpen their skills and build confidence in creating punchy and impactful copy. It offers a brilliant overview of different writing styles and types of content.
If you're looking to build skills as a news journalist, you might also like News Writing Fundamentals: Write Stories With Impact or for a deeper look at feature writing, you might like Features Masterclass: Writing with Flair and Focus.
We currently only offer this course as bespoke training for teams. It can be delivered remotely or in your offices.
Get in touch using the button below to discuss times and dates for bespoke training.
Course Modules
Principles of Effective Writing
Language and readability
Simplifying language
Clarity, style and impact
Decoding language
Writing tips
Fundamentals of Storytelling
The inverted pyramid
The five Ws (and H)
Defining an audience
Establishing tone of the voice
Further writing tips
Persuasive Writing (6-hour sessions only)
The morning's papers
Opinion writing: Topic, theme and point
Thought leadership writing
Lessons from prominent publishers
What our students say
What a great session we had on Communicating with Impact. Bridgid shared practical techniques to enhance and develop our communications skills so we can present and speak publicly or to senior stakeholders with confidence and impact. I speak for my whole team in highly recommending Bridgid Nzekwu if you are after effective and fun communication training.
The team is flexible, slick, well-resourced and overall simply first class. Their expertise and knowledge have been invaluable. I was delighted with our choice, so I’d have no hesitation in recommending them
PA Media Training were efficient, well organised and genuinely lovely people to deal with and, importantly for us, able to provide flexibility around our needs to create the bespoke training we required. I wouldn’t hesitate to use them for further training or to recommend them to other organisations.
The small class sizes nurture a comfortable environment where everyone supports and learns from each other. The staff helped me hone in on my writing skills and develop the confidence to feel comfortable on camera.
Interested in this course?
Talk to the Press Association Academy team about dates, fees and bespoke options.