LPU - Lovely Professional University
What you'll learn

The media reflects our world—and also influences and shapes our understanding of it. In this course you will be introduced to key media principles and writing practices that will empower you to inform, persuade, and entertain. The course will cover a range of genres and roles in both the public relations and advertising and journalism and communications fields. You will learn the fundamentals of the media release, copywriting, blogging, posting, journalistic prose, and news story structure. You will develop a portfolio of skills useful across media and communications. So that material is newsworthy, you will learn how to structure and edit content and to develop angles that will engage readers. You will also learn about balance, bias, and ethics. Accordingly, this course will help you to think critically about the social, economic, and political role of your work.

  • ?Characteristics of good media writing ?Writing techniques for print, web, radio, and TV ?Role of the writer in the media landscape ?Understanding audience and purpose ?Elements of newsworthiness
  • ?Leads and headlines ?5Ws and 1H ?Writing hard news and soft news ?The Inverted Pyramid style ?Attribution, quotes, and paraphrasing ?Associated Press (AP) and other style guides
  • ?Storytelling techniques (Hero’s Journey, Three act structure , In Medias Res, Chronological Order) ?Types of features (personality, human interest, backgrounders) ?Opinion writing: editorials, op-eds, and columns ?Various Tones of writing and persuasive strategies ?Fact vs opinion: ethical lines
  • ?Writing for the ear vs. the eye ?Script formats for radio and TV ?Visual storytelling and scripting B-rolls ?Writing news bulletins, interviews, and talk shows ?Teleprompter reading and cue card scripting
  • ?Writing for web and mobile platforms ?SEO basics and hyperlinking ?Headlines and hooks for online audiences ?Blog writing and long-form journalism ?Writing for Twitter, Instagram, and multimedia stories
  • ?Press releases and media advisories ?Corporate speeches and reports ?Internal communication (emails, memos, newsletters) ?Crisis communication writing ?Branding through writing
  • ?Plagiarism and copyright ?Defamation, libel, and privacy laws ?Global journalism ethics codes (IFJ, SPJ, UNESCO) ?Writing across cultures and contexts ?Inclusive and bias-free language