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Description

Journalistic Writing: Angling a Story, Structuring Information and Writing Headlines

Two days to write readable articles by applying newsroom methods to corporate content

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Content produced by organisations often opens with context and with the institution's own history. Readers give up before reaching the information. Headlines stay vague and texts blend facts, opinions and corporate messaging.

This 14-hour programme transposes journalistic writing methods to corporate and institutional publications. Participants learn to select an angle, to structure information from the very first lines, to conduct a usable interview and to write headlines. The texts drafted over the two days are reviewed and rewritten in collective workshops.

Learning objectives

  • Define the angle of a story before writing
  • Structure information in descending order of reader interest
  • Write an opening paragraph that delivers the essential information
  • Conduct an interview and extract usable quotations
  • Write headlines and hooks without distorting the content

What makes this programme different

Two articles written and then rewritten during the programme with collective review
An interview exercise conducted between participants and turned into quotations
Work on headlines using real publications brought in by the group

Programme

1Choosing an Angle

From subject to article

  • Distinguishing between theme, subject and angle
  • Identifying the target reader and what they do not yet know
  • Formulating the angle in a single sentence before writing
  • Checking that the angle holds across the full length of the text

2Structuring and Opening

Key message and first lines

  • Building the article's essential message
  • Applying descending order of interest to the outline
  • Writing the opening and the closing lines
  • Reworking long sentences and internal jargon

3Gathering the Material

Interviewing, quoting and fact-checking

  • Preparing a grid of open questions
  • Conducting the interview and following up
  • Selecting and editing quotations
  • Verifying information before publication

4Headlines and Presentation

Headlines, standfirsts, subheadings and captions

  • Functions of the informative headline and the attention-grabbing headline
  • Writing the standfirst and the subheadings
  • Writing captions and boxed inserts
  • Adapting headlines to digital formats

Who is it for

Communication officers · internal newsletter writers · professional website editors and publication managers.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.