Effective Writing for Digital: Essentials  

How to write clearly and concisely for an online audience – without sacrificing style

This half-day Effective Writing for Digital course covers the fundamentals of story structure and writing clearly but with flair. We’ll help you work out who your audience is and develop a suitable tone of voice to speak to them.  

What you’ll learn: Figuring out your audience, story structure, establishing tone of voice

No matter how great your story is, readers will soon check out if your copy isn’t clear and concise. This course will recap the key principles of writing in an uncomplicated manner – without sacrificing style and impact.   

Practical exercises will show you how to simplify and decode complex language, offering straightforward alternatives to some commonly-used and over-complicated phrases. This course also covers story structure – from the inverted pyramid to the 5Ws and beyond – and you’ll leave with a checklist to keep things up day-to-day.  

You’ll also learn why being aware of who your audience is vitally important, and we’ll help you figure out a suitable tone of voice to address them with.  

How you’ll learn 

This two-module effective writing course will be led by an experienced editor, who will share their knowledge and expertise through presentations, discussion and practical exercises.  

Who the Effective Writing for Digital: Essentials course is for

This course is for writers, early career journalists and PR professionals who want to brush up on their writing skills and techniques. It can be followed by Effective Writing for Digital: Advanced.  

We also offer a full-day version, Effective Writing for Digital: Fundamentals, and you might also be interested in some of our other courses which cover similar topics. These are our full-day News Writing Fundamentals and our Features Masterclass: Writing with Flair and Focus.  

BOOK AS AN INDIVIDUAL: Check out the scheduled dates below and book your place now. This will be a remote course. 

BOOK FOR YOUR TEAM: The course will be tailored to your needs and 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

  1. Language and readability  
  2. Simplifying language  
  3. Clarity, style and impact  
  4. Decoding language  
  5. Further writing tips  

Fundamentals of Storytelling

  1. The inverted pyramid  
  2. The five 5Ws (and H)  
  3. Defining an audience  
  4. Establishing a tone of voice  
  5. Further writing tips  
journalism student

Effective Writing for Digital: Essentials  

How to write clearly and concisely for an online audience – without sacrificing style

Get in touch

What our students say

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I made amazing friends, amazing memories and now it has led me to an amazing job which I never would have gotten without my time at Press Association.  

Holly Bishop
, Digital Reporter
, GB News

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

Prostate Cancer UK
, Head of External Relations

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.

Vodafone
, Group Legal Director, Corporate Commercial & Compliance

Being equipped with an NCTJ Diploma does massive favours for your future, and the skills the course taught me are ones I lean on every single day. The simple fact is, I wouldn’t be where I am without that course. 

Alex Barker
, Videographer & Presenter
, The Athletic

It’s a great place to make connections – networking with teachers, guest speakers and fellow students can be key to gaining advice or even job opportunities during and after the course. 

James Saunders
, Digital News Reporter
, GB News 

I honestly thought that the whole day was fabulous!!! You really couldn’t have done anymore for us. The combination of practical exercises and feedback was particularly useful, it was a challenging day (in a very good way) in that we really had to think, learn and adapt quickly. I know the team are significantly better prepared for media interviews after this training.

Fragile X Society
, Managing Director

Contact us

Do you wish to train on one of our specialist courses? Start by filling in the application form – we’ll ask you for some important information such as your education and employment history.

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