Writing for Internal Publications

Duration: 1 Day


This course will enable those who produce newsletters, e-zines, e-shots and in-house magazines to create reader-focused strategies and add value to their publications. It will encourage them to explore new ways and structures to engage and inspire their readers while keeping them up to speed with vital information.


Some writing or journalistic experience is useful but this editorial-focused course can be tailored to suit anybody with editorial responsibilities who wants to develop their skills and make their in-house publications more interactive, engaging and professional.

Course includes

A comprehensive set of reference notes covering course topics, follow-up telephone support and, for training on Transmedia premises, lunch and refreshments.

Course outline

Building an Editorial Strategy

  • Knowing the purpose and focus of an internal publication
  • Researching your readers: the better you know them, the better you can target them
  • Editorial focus: getting ideas from successful commercial role models
  • How to identify and reinforce your editorial ‘voice’

Content, Tone and Style

  • Balancing news and features
  • Making corporate messages and directives relevant and inspiring
  • How to keep the content interesting and readable
  • Achieving the right look and feel for better traction with your readers

Company news

  • Making the most of the news: setting readers’ expectations
  • Sourcing stories and making them relevant
  • Journalistic structures: using the inverted pyramid to hook and engage your readers
  • Prioritising a dynamic mixture of stories

Features and Articles

  • Generating feature ideas for broader or more detailed articles
  • Sourcing subjects, people and ideas that will boost the feature content of your publication
  • Using Q&A structures for maximum impact
  • Using features to promote different departments, staff achievements and corporate success

Reader Reaction

  • How to use your publication to build a community
  • Encouraging responses: incentives and features to make your readers feel involved
  • Reader forums: how focus groups can sharpen your editorial focus
  • Contributors: how to encourage readers to come to you with ideas and stories that they would like to see in your publication

This course is available as a private or customised course. Contact us for further information and to customise this course to your exact requirements:

Phone us: 0208 269 4260Book Now

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