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Course : Slow content and ethical storytelling: producing responsible content
Practical course - 3d
- 21h00 - Ref. SLE
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 | Plan a slow content strategy (volumes, formats, cycles) |
| Writing ethical storytelling: true, sourced, inclusive |
| Detecting and correcting green (or purpose) washing in any content |
Intended audience
Digital marketing managers, internal/external communications managers, content/social media managers, copywriters.
Prerequisites
Basic knowledge of marketing.
Practical details
Hands-on work
Case studies, experience sharing, group discussions.
Teaching methods
Méthodes pédagogiques actives et participatives. Alternance de théorie/pratique avec application au contexte et expériences des participants.
Course schedule
1 Slow content: slow down for better communication
- Definition and principles of slow content: relevance, rhythm, sobriety, depth
- Editorial challenges: avoid overproduction to enhance impact
- Editorial sobriety and eco-design of content (formats, life cycles, recycling, best practices)
- Creation of a streamlined, strategic editorial calendar
Hands-on work
Analyse des formats, des fréquences, cycles de vie actuels d’un contenu produit par le participant ou son entreprise. Atelier de tri. Création d’un mini-calendrier éditorial allégé (un mois).
2 Ethical storytelling: an aligned and responsible narrative
- Fundamentals of ethical storytelling: truth, inclusion, consistency, proof
- Identify and assume your editorial posture: what you do, what you don't do (yet)
- Build an authentic narrative without falling into purpose washing [...
- Work on tone and representations in messages
Hands-on work
Editorial positioning workshop. Rewriting of existing content (post, newsletter, to be supplied or chosen from a corpus). Critical analysis of brand storytelling.
3 Avoid greenwashing and take responsibility for your transition communication
- Deciphering the 7 forms of greenwashing (according to ADEME and ARPP)
- The difference between greenwashing, narrative dissonance and clumsy communication
- Best practices for talking about commitment without overpromising
- Rewriting content for greater clarity and sincerity
Hands-on work
Interactive quiz or role-play with examples to classify according to typology. Rewriting "anti-greenwashing". Speaking simulation.
4 Structuring responsible editorial production
- Drawing up a mini-editorial manifesto
- Drawing up a responsible editorial charter: values, limits, red lines
- Building a slow and ethical editorial plan (1 to 3 months)
- Control and verification tools (checklist, audit grid)
Hands-on work
Drafting of an editorial mini-manifesto. Creation of a responsible editorial charter. Creation of a slow and ethical editorial plan over 1 to 3 months.
Times
Courses take place from 09:00 to 12:30 and from 14:00 to 17:30.
Participants may arrive beginning at 08:45. Breaks and lunches are complimentary.
Participants may arrive beginning at 08:45. Breaks and lunches are complimentary.
For four- and five-day hands-on courses, sessions end at 16:00 on the last day of the course, regardless of the teaching mode..
PARTICIPANTS
Digital marketing managers, internal/external communications managers, content/social media managers, copywriters.
PREREQUISITES
Basic knowledge of marketing.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Digital marketing managers, internal/external communications managers, content/social media managers, copywriters.
PREREQUISITES
Basic knowledge of marketing.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Dates and locations
Select your location or opt for the remote class then choose your date.
Remote class
Last places available
Guaranteed date, in person or remotely
Guaranteed session