Create meaningful paid-for content that entertains and informs your audience in this two-day course.

Native advertising and sponsored content can offer a win-win for news organisations and their clients, but creating it is an art. We owe our audiences credible, useful news and information, and we owe clients a compelling story that showcases their brand. How do we balance the two without compromising our journalistic ethics? Learn to create sponsored content and native advertising that ticks everyone’s boxes, adding value to clients and audiences while publishing content that your newsroom can be proud of.  

By the end of this course, you’ll be able to: 

  • Create sponsored content that is valuable to your audience and in line with your news brand 
  • Establish clear guidelines around editorial control and oversight
  • Put transparency and authenticity at the centre of your work 
  • Conceptualise winning campaigns for potential clients 
  • Tell a compelling story to “soft sell” a brand

Course Details

Duration: Two days
Location: Johannesburg or online
Group size: 3-10 participants

How it works: This course can either be run as a block course (two consecutive days) or one day of training weekly over two weeks.


Nala Academy prides itself on offering the best, by the best. We provide a range of online and in-person courses for journalists, editors and content producers. Our training is dynamic, contemporary and practical – with course content that evolves as quickly as the industry does. 

Our core training team includes some of the most recognised names in media in Africa who have built, led and worked for some of the biggest media brands on the continent. We also bring in prominent global journalists and communicators as guest trainers. 

To sign up for this course or enquire about our other offerings, get in touch.