online courses
Professional Communication: Business Writing and Storytelling
September 2021 - November 2021
Take a “tools, not rules” approach to master writing for business with The Economist.
The course explores the psychology, craft and purpose of writing with a focus on the choices writers must make, from words, phrases, metaphors and idioms to sentences and paragraphs. Participants will learn how to persuade and inform, to write to deadline and to engage a diverse audience. We cover reports, memos, social-media posts and presentations, helping practitioners develop into more effective and productive writers.
About the programme
This course enables participants to gain clarity about what they have to say, why and to whom, and to reflect critically on their own writing. It shows them how to write clearly, concisely and authoritatively while avoiding jargon and clichés. Grammar is demystified—avoiding time-wasting dos and don'ts, in favour of practical steps that develop better writing habits. Participants will work on a writing project, moving through an iterative process to craft a piece of work that reflects the professionalism for which The Economist is known.
“Our courses are like The Economist itself—comprehensive, succinct and rigorous. They seek to offer practical insights and skills to business executives and leaders as they shape the future of their organisations.”
Programme modules
Module 1: “Planning for impact”
Learn tools to become a more effective and productive writer. Develop a reflective approach to writing, and receive guidance on starting to write a piece.
Module 2: “Crafting your structure”
Explore how to gather materials, use facts and figures accurately and informatively, and structure information into paragraphs to achieve clarity.
Module 3: “Choosing words that work”
Examine the strategies that shape style and content to fit the purpose and suit specific audiences: writing to explain, persuade or entertain requires different approaches and words. Included in this module is a short history of English vocabulary that emphasises The Economist’s approach to using plain language to deliver information clearly and concisely.
Module 4: “Writing clear and engaging sentences”
Think critically about the overuse of certain terms in business writing and learn to craft meaningful metaphors and analogies that explain technical phenomena with clarity and elegance. Distinguish between the rules of grammar that will help you write better sentences and the time-wasting rules that you can safely ignore.
Module 5: “Making data beautiful and compelling”
Visualise data clearly, accurately and compellingly. Learn how data can be presented to support your writing.
Module 6: “Editing your work”
Learn how to turn a first draft into a polished document and reflect critically on your writing as well as the work of others.
Course leaders and contributors
The course is written by The Economist’s team of correspondents and editors—they will share exclusive insights about their specialist subjects through articles, infographics, animations, videos and podcasts. Teaching will be enriched by small-group discussions with students from many types of organisations. Large-group discussions will provide access to an even greater range of global viewpoints. Assignments and case studies are designed to stimulate and challenge, drawing out implications for individual organisations and roles.
Global thought leaders also contribute to the course, bringing direct access to insiders’ knowledge.
Overall some 20 journalists from The Economist will appear in the course’s six modules.
Featured journalists include:
Lane Greene
Language columnist, London
Alex Selby-Boothroyd
Head of data journalism, London
Patrick Foulis
Business affairs editor, London
Alice Fulwood
Finance correspondent, New York
Alok Jha
Science correspondent, London
Rachana Shanbhogue
Finance editor, London
Professor Sir David Spiegelhalter
FRS OBE, Chair, Winton Centre for Risk and Evidence Communication
Neil Taylor
Founder, Schwa; and author
Andy Kirk
Data visualisation consultant and educator
Programme benefits
This course is for anyone wanting to present complex information clearly and with impact, regardless of the type of document or audience. It will enable you to:
- Become a time-efficient writer with greater impact and clarity
- Develop confidence in communicating your ideas
- Present data in a clear and compelling way
To gain a completion certification, you will be required to complete assignments and assessments during each weekly module. Outstanding participants will be awarded a certificate with distinction.
Executive education from The Economist
Evolve your perception