OVERVIEW
An upskilling program conducted by PRCAI that combines learnings from Global and Indian journalists, storytellers and communication experts.An online 12 week power packed capsule designed to make you think, create compelling content and nurture habit of writing to excel in your profession.
PROGRAM HIGHLIGHTS
210
Students
12
Masterclasses
12
Weeks
5
Skills
5 Building Blocks for a strong foundation to write better
Art of Visualization
Art of Visualization
Learn how to visualize your idea and follow a process that allows a writer to step away from their original vision and envision their text as their reader will be visualizing it.
Art of Researching
Art of Researching
The research techniques that allows a writer to gain expertize on a topic they are writing about, and as they write, they can understand the subject on a deeper level.
Explore Story Formats
Explore Story Formats
Understanding the various story formats and knowing which format best suits your subject matter, the platform and its audiences.
Grammar Crammer Hacks
Grammar Crammer Hacks
Learn to identify and overcome common mistakes as proper grammar is necessary for credibility, readability and clarity of communication.
The Editor's Masterstroke
The Editor's Masterstroke
Editing is an important process in producing a compelling piece of communication. Learn how to sharpen and understand an editor's perspective to news making content.
Tips to Excel
Amit Bapna
Editor-at-large (APAC)
at The Drum Prcai
A great story construct is one that is engrossing, compelling and engaging. It must have a beginning, a middle and the end. The stories that manage to evoke readers' interest are those that humanize the brand and have narratives around solutions to real problems.
Pankaj Doval
National Editor,
Times of India
It is imperative to do research on the person and the brand to build credible stories and relationships. A conversation can be more meaningful if the research is done well.
John Sarkar
Assistant Editor, Business,
Times of India
If you are a PR practitioner and if you are not reading then you are in the wrong profession. Simplify your idea while writing with the 5Ws and write your thoughts down as if you are talking to your friend.
Nikhil Gulati
India Lead - Issues & Crisis PR
Amazon APAC
The key to great writing is keeping your expressionsimple, which may not be as easy as one wouldassume. The simpler you write, the more palatable itis for your readers. Complex language - glossed up byfancy words from a thesaurus - is shallow, unclearand lacks sincerity. As PR professionals, our foremosttask is to ensure our message is easy to comprehendand the quickest way to do that is by writing simpleEnglish.
Eric Miller
Director,
World Storytelling Institute
Impactful writing is about harvesting your thoughts. The process starts from deep within. One's thinking has to be authentic to be a good writer. You have to develop your thinking and find your specialty to write well.
Paarul Chand
Editor-in-chief,
PRMoment India
An informative press release does not need to be a sales pitch or be overloaded with technical specifications of the product or the brand. It should simply state a fact without any exaggeration or false promises.
Aman Dhall
Founder,
CommsCredible
Collaboration is the key to research. One must look at multiple credible sources for information to make the research more authentic. Social listening is essential in gauging the seasonal trends to craft a relevant story.
Nikhil Dey
Executive Director
Adfactors PR
Who is the audience for the message? Briefs come in bits and pieces often and with PR tools and techniques we try to stitch it together. Writing the press release is the first instinct but it might not do the job that it is supposed to do. Hence, one should always ask the right question to know the purpose of the press release.
