Chaitanya facilitates the Fundamentals of Writing course — one part of The Writing Lab (TWL) by CC — for PGDPR students at SCoRe. Here, I share my experience, approach, and learnings and why we really care about the ability of our students to think better and write well.
First, there is a disconnect between students’ confidence in their writing abilities (self-efficacy) and their actual performance. Second, although they write to communicate (and express) profusely – chats, texts, LinkedIn posts etc. — the narrative logic is often hard to find. One would expect college-educated people to analyse and synthesise complex information, and express facts coherently and logically in a grammatically accurate and stylistically unique writing style. Yet, that expectation is frequently unmet.
They are made to write in standardised forms disregarding audience, purpose, or the importance of developing creative ideas.This outdated approach stifles originality and leaves them ill-equipped to produce writing that is clear, persuasive, or impactful. It’s a damning testimony of why writing and training in writing doesn’t focus on creating value, and expressing coherently.
Our quest is to help SCoRe students write better and think more critically about writing. We want them to realise that writing requires thoughtfulness, sensitivity, and deep empathy — how else will PR and communications professionals stay ahead of the curve?
A major reason Content Conspiracy (CC) created The Writing Lab (TWL), a no-nonsense and hands-on writing workshop, is that Priyanca and I firmly believe that writing is first and foremost a thought exercise: writing well is the result of an organised mind with clarity of thought, capable of critical analysis — including self-analysis. Second, it’s iterative
With SCoRe, we found the perfect match. When we first met Dean Hemant Gaule, it was evident that writing as a mode of thinking is at the heart of their educational mission: to produce professionals with an intellectual and personal formation that makes them successful and impactful in their careers. He also gave us carte blanche — no questions asked about course material, curriculum, assignments, or even assessment.
Five years and many fumbles, pivots, tweaks, and iterations later, TWL has evolved into an effective program that uses real-life scenarios, strategies, and practices to help these early-career PR and communications professionals develop greater context, comfort, and confidence with writing. In 10 intense weeks, the curriculum unpacks the demands of expert writing and prepares students to convey their work to a variety of audiences.
A substantial number of my sessions are spent in shaping and guiding them to think about writing before we tackle the nuts and bolts of structure, editing, proofreading, and presentation. The discussion and self-reflection helps students develop the necessary sub-skills such as content comprehension, idea organisation, grammar correctness, word choice, and stylistics (AlMarwani, 2020; Rao, 2017; Hyland, 2003).
Our North Star is to offer writing instruction that is practical, iterative, and built around creating a safe space for analysis and reflection. We invite students to make informed, intentional choices about what to cut, add, and change (or not!) in their work. Therein lies the greatest challenge.
In our experience, few put in the hard work to write more and improve their writing. Writing is a craft that is learned only by doing it, over and over and over, at increasing levels of challenge, under the watchful eye of an expert. How are they to learn to write if they do not write, and write a lot, and write well?
Then there’s the bit about reading. “Nobody wants to read,” author Gary Shteyngart notes, “but everybody wants to write.” Our clarion call to these young people is to read. Read more.
We take it a step further: observe, listen, see, ask, and if needed, eavesdrop. This is why we have a museum visit, a reading of Orwell’s Animal Farm and a Pulitzer-winning long-form story, a Dramadoodle exercise, an origami folding activity, and other thought-provoking activities woven in the fabric of our program. Why? Because you write what you read, and writing well requires deep immersion along with an unwavering dedication to fail better.
TWL is paired with a 10-month, 40-blog writing journey where students actually write and receive regular feedback. It’s back-breaking and nerve-wracking: through internships, changing situationships, and the process of self-discovery, they must write a blog every week on topics they like, dislike, and, importantly, know nothing about. Their task is to work on the feedback and improve incrementally.
Our job is to offer good, clear feedback that’s helpful. We urge students to take it seriously and also have fun experimenting with writing styles. At its core, it’s a sandbox to learn how to weigh words, test cadences, explore new ideas and topics, and iterate sentences and paragraphs to produce the desired effect. Through this process, we help their writing become clear, organised, persuasive, and valuable.
We want to see these young people succeed because we want to #MakeGoodWritingPrevail. We want them to succeed because, selfishly, we want to read better media dockets, presentations, campaigns, annual reports, and the bread-and-butter of all PR professionals — the humble, yet powerful, press release. To even think of that one journalist who looks at a well-written press release and nods their head in silent approval makes me want to shed happy tears.
It’s always a pleasure knowing and interacting with young people at SCoRe. This journey has been immensely satisfying, and we have a front-row seat to watch them fulfill their potential in their careers. Many of them have become friends of CC. We enjoy each other’s writing, inspire one another to improve, and, more recently, even collaborate together!
Teaching young people to write more is a tough as nails job, but that is how you shape the future of PR: one well-written piece at a time.
Chaitanya is a writer, editor, and communications designer based in Amherst, USA. He is the co-founder of Content Conspiracy, a creative copywriting and design agency where he oversees editorial design and creative direction.
Chaitanya has spent over fifteen years in copywriting, content strategy, creative communications, learning design, and graphic design. His interests include working at the intersection of communication, learning and development (L&D), storytelling, visual design, and digital media.
With strong experience in corporate and marketing communications, he’s also published several short-form and long-form stories for publications such as Amar Chitra Katha and Meet the City among others. His diverse body of work also includes two National Award-winning films by School Cinema and several Science Communication projects including a collaboration with Kings College, London.
In addition, Chaitanya was Head of Communications for India Ultimate (IU), the national sports governing body for Ultimate frisbee in India. Here he helped drive content strategy and organisational communications, and also was actively involved in streamlining sports governance, communication, and contributed to various Sport4Development (S4D) programs.
Enthusiastic about learning, he resolutely believes that the idea of education is to learn to think for yourself.
SCoRe, Mumbai, is a pioneering institution dedicated to grooming the next generation of public relations (PR) and corporate communications professionals in India. The institute is known for its industry-centric approach. SCoRe bridges the gap between academic knowledge and practical expertise, ensuring students are job-ready from day one.
What sets SCoRe apart is its dynamic curriculum, crafted in collaboration with top PR practitioners and industry leaders. This ensures students gain hands-on experience in media relations, crisis management, digital storytelling, and integrated communication strategies. The emphasis is not just on theoretical learning. This is also on building critical skills through real-world projects, internships, and live case studies.
SCoRe’s Mumbai campus is a hub of innovation, located in the heart of India’s media and entertainment capital. Students benefit from exposure to the bustling PR ecosystem. They get networking opportunities with leading professionals. They also get access to high-profile events and workshops. The faculty comprises seasoned PR professionals, offering mentorship and guidance based on their rich industry experience.
(Also read: Future Shapers: How PR Industry Contributes in Giving SCoRe the Best Faculty)
In addition to its rigorous academic structure, SCoRe promotes professional development through certifications, seminars, and interactions with guest speakers. Its strong alumni network ensures a supportive community, guiding students even after graduation.
Welcoming fresh graduates or young professional looking to specialize in PR and corporate communications! SCoRe provides the perfect launchpad for a rewarding career.
Are you ready to make a mark in India’s dynamic PR landscape? Explore the opportunities awaiting you at SCoRe, Mumbai!
