Freelance/Student £125
Members £100
With more than 16 years’ experience in digital journalism, pioneering website editor Jon Bernstein will lead a day-long workshop on writing for the web. You will gain an understanding of the principles of writing for the web, how it differs from print, how to establish a successful blogging persona and why the headline must work much harder online.
In this interactive session, attendees will be given plenty of opportunities to hone their craft. The workshop is ideal for new and emerging journalists, established journalists making the transition from print to web and communications professionals seeking to extend the reach and impact of the written word.
The workshop will cover the following:
1. The principles of writing
- Why writing for the web is exactly the same as writing for print. And why it’s completely different
- What George Orwell can teach us about language and readability
- EXERCISE #1: Simplifying language
- EXERCISE #2: Decoding the press release
- Understanding online reading habits
- Six more tips for writing online
2. News writing and the fundamentals of storytelling
- The Inverted Pyramid of news. And why it still matters
- The Five Ws (and the H) of news
- How to define an audience
- Establishing length
- Defining tone of voice
- EXERCISE #3: Reworking the press release
3. Blogs, longer reads and structure
- How to create a structure
- How to plan
- How to blog: the ‘atomised’ Inverted Pyramid
- Three blogging archetypes that work
- EXERCISE #4: Writing a blog post
4. Headlines
- Why headlines matter more on the web
- Tailoring headlines for the web
- Newspaper headlines that probably don’t work online
- Headlines that do work online
- EXERCISE #5: Writing a killer online headline
5. SEO: an introduction
- A practical guide to keyword research
- . . . Final thoughts
About the trainer
Jon Bernstein is an award-winning journalist, editor and digital strategist. He was deputy editor, then digital director, at the New Statesman; multimedia editor at Channel 4 News; ran the Channel 4 FactCheck website during the 2005 general election; editor-in-chief of Directgov, working in the Cabinet Office’s eGovernment Unit; and editor-in-chief of dot com start up and technology website silicon.com. In 2011, he was named Website Editor of the Year by the British Society of Magazine Editors for Newstatesman.com.
Images via Shutterstock.com / a6photo and Jon Bernstein
]]>Freelance/Student £75
Members £60
Good opinion writing should demonstrate credibility and shape minds. Unfortunately, most misses the mark because it is ill conceived, badly executed and lacks a compelling central thought. This interactive, half-day workshop for journalists and communications professionals will give you the confidence to plan, commission and write with authority and purpose. It will uncover techniques for identifying relevant topics and for developing absorbing themes. It will help you build content with a coherent narrative using ‘killer’ supporting evidence. And it will give you the tools to engage the audience from the very first line.
Agenda:
1. Introductions and objectives
Exercise #1: From the morning papers and the weeklies. What works? What
doesn’t?
2. What is thought leadership?
o An original thought vs. An original expression of an existing thought
Exercise #2: Deconstructing an opinion piece from specialist publication
3. Topic. Theme. Point: the three elements of opinion writing
o Choosing a topic
o Developing a theme
o Identifying key thought/point
Exercise #3: Crafting key thought/point
4. Getting the structure right
o Getting in (and out) of a piece
o 6 intro techniques to deploy
Exercise #4: Writing an op-ed opening
o Building a coherent narrative
o Using supporting evidence
Exercise #5: Developing the opinion piece
5. Recap: 10 opinion writing dos and don’ts
About the trainer
Jon Bernstein is an award-winning journalist, editor and digital strategist. He was deputy editor, then digital director, at the New Statesman; multimedia editor at Channel 4 News; ran the Channel 4 FactCheck website during the 2005 general election; editor-in-chief of Directgov, working in the Cabinet Office’s eGovernment Unit; and editor-in-chief of dotcom startup and technology website silicon.com. In 2011, he was named Website Editor of the Year by the British Society of Magazine Editors for Newstatesman.com.
Image via Shutterstock
]]>Freelance/Student £125
Members £100
In the fast-paced evolution of digital journalism, it is essential to get to grips with the social media landscape around you. Pioneering website editor Jon Bernstein will lead a day-long workshop to teach you how to get the most out of your online tools.
From understanding the basics of social media and their applications in journalism, to the fine art of online editing, this workshop is ideal for established and emerging journalists alike. It will also appeal to anyone in a communications role who truly wants to understand the power of social media.
The workshop will cover the following:
1. Social Media: Understanding the basics
- What is social media and why it matters
- Exercise #1: Defining social media
- Two tales from the newsroom that demonstrate the power of social
- Six ways journalists use social networks
2. Getting to grips with Twitter
- The Twitter Audit
- The Twitter Glossary
- Exercise #2: How to Tweet
3. Social media in action
- When to post online: how consumption habits are changing
- Eleven examples of social media in action
- The Audit: Facebook, LinkedIn, Google+ and the rest
- Exercise #3: Creating a social media campaign
- How to manage your social media footprint all in one place
4. How to blog
- Blogging basics
- What kind of blogger are you? Introducing three archetypes
- Establishing a tone of voice
- How to get noticed
- Exercise #4: Writing a blog post
- Blogging dos and don’ts
- Final thoughts: Eleven social media tips
About the trainer
Jon Bernstein is an award-winning journalist, editor and digital strategist. He was deputy editor, then digital director, at the New Statesman; multimedia editor at Channel 4 News; ran the Channel 4 FactCheck website during the 2005 general election; editor-in-chief of Directgov, working in the Cabinet Office’s eGovernment Unit; and editor-in-chief of dot com start up and technology website silicon.com. In 2011, he was named Website Editor of the Year by the British Society of Magazine Editors for Newstatesman.com.
Images: via Shutterstock.com / Peshkova and Jon Bernstein
]]>Freelance/Student £125
Members £100
With more than 16 years’ experience in digital journalism, pioneering website editor Jon Bernstein will lead a day-long workshop on writing for the web. You will gain an understanding of the principles of writing for the web, how it differs from print, how to establish a successful blogging persona and why the headline must work much harder online.
In this interactive session, attendees will be given plenty of opportunities to hone their craft. The workshop is ideal for new and emerging journalists, established journalists making the transition from print to web and communications professionals seeking to extend the reach and impact of the written word.
The workshop will cover the following:
1. The principles of writing
- Why writing for the web is exactly the same as writing for print. And why it’s completely different
- What George Orwell can teach us about language and readability
- EXERCISE #1: Simplifying language
- EXERCISE #2: Decoding the press release
- Understanding online reading habits
- Six more tips for writing online
2. News writing and the fundamentals of storytelling
- The Inverted Pyramid of news. And why it still matters
- The Five Ws (and the H) of news
- How to define an audience
- Establishing length
- Defining tone of voice
- EXERCISE #3: Reworking the press release
3. Blogs, longer reads and structure
- How to create a structure
- How to plan
- How to blog: the ‘atomised’ Inverted Pyramid
- Three blogging archetypes that work
- EXERCISE #4: Writing a blog post
4. Headlines
- Why headlines matter more on the web
- Tailoring headlines for the web
- Newspaper headlines that probably don’t work online
- Headlines that do work online
- EXERCISE #5: Writing a killer online headline
5. SEO: an introduction
- A practical guide to keyword research
- . . . Final thoughts
About the trainer
Jon Bernstein is an award-winning journalist, editor and digital strategist. He was deputy editor, then digital director, at the New Statesman; multimedia editor at Channel 4 News; ran the Channel 4 FactCheck website during the 2005 general election; editor-in-chief of Directgov, working in the Cabinet Office’s eGovernment Unit; and editor-in-chief of dot com start up and technology website silicon.com. In 2011, he was named Website Editor of the Year by the British Society of Magazine Editors for Newstatesman.com.
Images via Shutterstock.com / a6photo and Jon Bernstein
]]>Freelance/Student £125
Members £100
In the fast-paced evolution of digital journalism, it is essential to get to grips with the social media landscape around you. Pioneering website editor Jon Bernstein will lead a day-long workshop to teach you how to get the most out of your online tools.
From understanding the basics of social media and their applications in journalism, to the fine art of online editing, this workshop is ideal for established and emerging journalists alike. It will also appeal to anyone in a communications role who truly wants to understand the power of social media.
The workshop will cover the following:
1. Social Media: Understanding the basics
- What is social media and why it matters
- Exercise #1: Defining social media
- Two tales from the newsroom that demonstrate the power of social
- Six ways journalists use social networks
2. Getting to grips with Twitter
- The Twitter Audit
- The Twitter Glossary
- Exercise #2: How to Tweet
3. Social media in action
- When to post online: how consumption habits are changing
- Eleven examples of social media in action
- The Audit: Facebook, LinkedIn, Google+ and the rest
- Exercise #3: Creating a social media campaign
- How to manage your social media footprint all in one place
4. How to blog
- Blogging basics
- What kind of blogger are you? Introducing three archetypes
- Establishing a tone of voice
- How to get noticed
- Exercise #4: Writing a blog post
- Blogging dos and don’ts
- Final thoughts: Eleven social media tips
About the trainer
Jon Bernstein is an award-winning journalist, editor and digital strategist. He was deputy editor, then digital director, at the New Statesman; multimedia editor at Channel 4 News; ran the Channel 4 FactCheck website during the 2005 general election; editor-in-chief of Directgov, working in the Cabinet Office’s eGovernment Unit; and editor-in-chief of dot com start up and technology website silicon.com. In 2011, he was named Website Editor of the Year by the British Society of Magazine Editors for Newstatesman.com.
Images: via Shutterstock.com / Peshkova and Jon Bernstein
]]>Freelance/Student £125
Members £100
With more than 16 years’ experience in digital journalism, pioneering website editor Jon Bernstein will lead a day-long workshop on writing for the web. You will gain an understanding of the principles of writing for the web, how it differs from print, how to establish a successful blogging persona and why the headline must work much harder online.
In this interactive session, attendees will be given plenty of opportunities to hone their craft. The workshop is ideal for new and emerging journalists, established journalists making the transition from print to web and communications professionals seeking to extend the reach and impact of the written word.
The workshop will cover the following:
1. The principles of writing
- Why writing for the web is exactly the same as writing for print. And why it’s completely different
- What George Orwell can teach us about language and readability
- EXERCISE #1: Simplifying language
- EXERCISE #2: Decoding the press release
- Understanding online reading habits
- Six more tips for writing online
2. News writing and the fundamentals of storytelling
- The Inverted Pyramid of news. And why it still matters
- The Five Ws (and the H) of news
- How to define an audience
- Establishing length
- Defining tone of voice
- EXERCISE #3: Reworking the press release
3. Blogs, longer reads and structure
- How to create a structure
- How to plan
- How to blog: the ‘atomised’ Inverted Pyramid
- Three blogging archetypes that work
- EXERCISE #4: Writing a blog post
4. Headlines
- Why headlines matter more on the web
- Tailoring headlines for the web
- Newspaper headlines that probably don’t work online
- Headlines that do work online
- EXERCISE #5: Writing a killer online headline
5. SEO: an introduction
- A practical guide to keyword research
- . . . Final thoughts
About the trainer
Jon Bernstein is an award-winning journalist, editor and digital strategist. He was deputy editor, then digital director, at the New Statesman; multimedia editor at Channel 4 News; ran the Channel 4 FactCheck website during the 2005 general election; editor-in-chief of Directgov, working in the Cabinet Office’s eGovernment Unit; and editor-in-chief of dot com start up and technology website silicon.com. In 2011, he was named Website Editor of the Year by the British Society of Magazine Editors for Newstatesman.com.
Images via Shutterstock.com / a6photo and Jon Bernstein
]]>Freelance/Student £125
Members £100
With more than 16 years’ experience in digital journalism, pioneering website editor Jon Bernstein will lead a day-long workshop on writing for the web. You will gain an understanding of the principles of writing for the web, how it differs from print, how to establish a successful blogging persona and why the headline must work much harder online.
In this interactive session, attendees will be given plenty of opportunities to hone their craft. The workshop is ideal for new and emerging journalists, established journalists making the transition from print to web and communications professionals seeking to extend the reach and impact of the written word.
The workshop will cover the following:
1. The principles of writing
- Why writing for the web is exactly the same as writing for print. And why it’s completely different
- What George Orwell can teach us about language and readability
- EXERCISE #1: Simplifying language
- EXERCISE #2: Decoding the press release
- Understanding online reading habits
- Six more tips for writing online
2. News writing and the fundamentals of storytelling
- The Inverted Pyramid of news. And why it still matters
- The Five Ws (and the H) of news
- How to define an audience
- Establishing length
- Defining tone of voice
- EXERCISE #3: Reworking the press release
3. Blogs, longer reads and structure
- How to create a structure
- How to plan
- How to blog: the ‘atomised’ Inverted Pyramid
- Three blogging archetypes that work
- EXERCISE #4: Writing a blog post
4. Headlines
- Why headlines matter more on the web
- Tailoring headlines for the web
- Newspaper headlines that probably don’t work online
- Headlines that do work online
- EXERCISE #5: Writing a killer online headline
5. SEO: an introduction
- A practical guide to keyword research
- . . . Final thoughts
About the trainer
Jon Bernstein is an award-winning journalist, editor and digital strategist. He was deputy editor, then digital director, at the New Statesman; multimedia editor at Channel 4 News; ran the Channel 4 FactCheck website during the 2005 general election; editor-in-chief of Directgov, working in the Cabinet Office’s eGovernment Unit; and editor-in-chief of dot com start up and technology website silicon.com. In 2011, he was named Website Editor of the Year by the British Society of Magazine Editors for Newstatesman.com.
Images via Shutterstock.com / a6photo and Jon Bernstein
]]>Freelance/Student £125
Members £100
In the fast-paced evolution of digital journalism, it is essential to get to grips with the social media landscape around you. Pioneering website editor Jon Bernstein will lead a day-long workshop to teach you how to get the most out of your online tools.
From understanding the basics of social media and their applications in journalism, to the fine art of online editing, this workshop is ideal for established and emerging journalists alike. It will also appeal to anyone in a communications role who truly wants to understand the power of social media.
The workshop will cover the following:
1. Social Media: Understanding the basics
- What is social media and why it matters
- Exercise #1: Defining social media
- Two tales from the newsroom that demonstrate the power of social
- Six ways journalists use social networks
2. Getting to grips with Twitter
- The Twitter Audit
- The Twitter Glossary
- Exercise #2: How to Tweet
3. Social media in action
- When to post online: how consumption habits are changing
- Eleven examples of social media in action
- The Audit: Facebook, LinkedIn, Google+ and the rest
- Exercise #3: Creating a social media campaign
- How to manage your social media footprint all in one place
4. How to blog
- Blogging basics
- What kind of blogger are you? Introducing three archetypes
- Establishing a tone of voice
- How to get noticed
- Exercise #4: Writing a blog post
- Blogging dos and don’ts
- Final thoughts: Eleven social media tips
About the trainer
Jon Bernstein is an award-winning journalist, editor and digital strategist. He was deputy editor, then digital director, at the New Statesman; multimedia editor at Channel 4 News; ran the Channel 4 FactCheck website during the 2005 general election; editor-in-chief of Directgov, working in the Cabinet Office’s eGovernment Unit; and editor-in-chief of dot com start up and technology website silicon.com. In 2011, he was named Website Editor of the Year by the British Society of Magazine Editors for Newstatesman.com.
Images: via Shutterstock.com / Peshkova and Jon Bernstein
]]>Freelance/Student £125
Members £100
With more than 16 years’ experience in digital journalism, pioneering website editor Jon Bernstein will lead a day-long workshop on writing for the web. You will gain an understanding of the principles of writing for the web, how it differs from print, how to establish a successful blogging persona and why the headline must work much harder online.
In this interactive session, attendees will be given plenty of opportunities to hone their craft. The workshop is ideal for new and emerging journalists, established journalists making the transition from print to web and communications professionals seeking to extend the reach and impact of the written word.
The principles of writing
- Why writing for the web is exactly the same as print; and why it’s completely different
- Understanding the audience
- What Orwell can teach us about language and readability
- Establishing the right tone of voice
- Determining length and frequency
- Five writers who understand the digital form
News and feature writing
- The inverted Pyramid of news and why it still matters
- The Five Ws of News
- Finding a killer angle
- Reporting vs opinion
- News vs Features
- NEWS WRITING EXERCISE
Blog writing
- The ‘atomised’ Inverted Pyramid
- When is a blog not a blog?
- Five blogging personas
- Seven blog writing tips
- BLOG WRITING EXERCISE
Headlines and social media sells
- Why headlines and sells matter more on the web
- Tailoring headlines and sells for the web
- HEADLINE WRITING EXERCISE
- Ten headlines that work online, and ten headlines that don’t
- SEO: An introduction
- A practical guide to keyword research
About the trainer
Jon Bernstein is an award-winning journalist, editor and digital strategist. He was deputy editor, then digital director, at the New Statesman; multimedia editor at Channel 4 News; ran the Channel 4 FactCheck website during the 2005 general election; editor-in-chief of Directgov, working in the Cabinet Office’s eGovernment Unit; and editor-in-chief of dot com start up and technology website silicon.com. In 2011, he was named Website Editor of the Year by the British Society of Magazine Editors for Newstatesman.com.
Images via Shutterstock.com / a6photo and Jon Bernstein
]]>Freelance/Student £125
Members £100
In the fast-paced evolution of digital journalism, it is essential to get to grips with the social media landscape around you. Pioneering website editor Jon Bernstein will lead a day-long workshop to teach you how to get the most out of your online tools.
From understanding the basics of social media and their applications in journalism, to the fine art of online editing, this workshop is ideal for established and emerging journalists alike. It will also appeal to anyone in a communications role who truly wants to understand the power of social media.
The workshop will be divided into two parts:
How to Tweet: A social media primer
This session will teach journalists – in-house and freelance – and communications professionals how to raise their profile, extend their reach and understand how to integrate social media into their newsgathering, research and campaigning.
This interactive session will cover the following and more:
- Social media: understanding the basics
- Two tales from the newsroom that demonstrate the power of social
- Six ways social media can help your journalism: crowd sourcing, fact checking, taste testing, finding eyewitnesses and more
- The social media audit: from Twitter and Facebook to Google+, LinkedIn and beyond
- When to post: how online consumption habits are changing
- How to manage your social footprint all in one place
- How to get noticed and grow your follower count legitimately
- Eleven social media tips
How to Blog . . . For reputation, profile and reach
In this session, Bernstein will explore the basics of blogging, the dos and don’ts, reveal who are the masters of the craft, and layout the editorial techniques – as well as the tactics and tools – you’ll need for success.
You’ll cover a range of subjects including:
- Blogging basics
- When is a blog post not a blog post?
- What kind of blogger are you? The polemicist, the educator, the analyst, the observer, the magpie and more
- How to establish a tone of voice
- Frequency and variety: defining a rhythm to suit you and the reader
- How to get noticed
- How to grow your traffic
- Blogging dos and don’ts
About the trainer
Jon Bernstein is an award-winning journalist, editor and digital strategist. He was deputy editor, then digital director, at the New Statesman; multimedia editor at Channel 4 News; ran the Channel 4 FactCheck website during the 2005 general election; editor-in-chief of Directgov, working in the Cabinet Office’s eGovernment Unit; and editor-in-chief of dot com start up and technology website silicon.com. In 2011, he was named Website Editor of the Year by the British Society of Magazine Editors for Newstatesman.com.
Images: via Shutterstock.com / Peshkova and Jon Bernstein
]]>