UPOU Holds Two-Day Training on Social Media Enablement and News Writing

The UP Open University (UPOU) conducted a two-day training workshop focusing on Social Media Enablement and News Writing on 14–15 October 2025 at the University Hotel at UP Diliman, Quezon City. The training aimed to strengthen the university’s communication and public engagement efforts through social media and the website. 

The training was spearheaded by the Office of Public Affairs (OPA), in collaboration with the Human Resources Development Office (HRDO). It was attended by OPA staff members, Designated Information and Public Service Officers (DIPSOs), and Assigned Social Media Administrators (ASMAs) of various units from the Office of the Chancellor, Office of the Vice Chancellor for Academic Affairs, Office of the Vice Chancellor for Finance and Administration, Faculty of Information and Communication Studies, and Faculty of Management and Development Studies. The session enhanced their skills in creating content that is both creative and purposeful, aligned with the university’s mandate of promote lifelong learning for every Filipino.

In her recorded message, UPOU Chancellor, Dr. Joane Serrano welcomed the participants and extended gratitude to the organizers of the workshop. She highlighted that the way the University communicates through social media platforms shapes how the audience understands the identity of the University and what we do. She underscored that the training aims to empower staff with the tools and confidence to communicate effectively in the digital environment.

Ms. Kate Marquez lectures on the content pillars during the first day of the social media enablement training.

The first day of training focused on Social Media Enablement, facilitated by Ms. Kate Marquez, CEO and Founder of Kreate and Konnect Media Marketing Solutions. She discussed the Psychology of Media Engagement. She discussed the psychology of social media engagement, emphasizing the importance of personal and emotionally resonant content in drawing audiences in. Participants also learned to create consistent and purposeful content that informs, inspires, engages, and showcases the key stories about the university.

During the afternoon session of the first day, Office of Public Affairs (OPA) Assistant to the Director Anna Cañas-Llamas introduced Knowledge Amplification Through Human-Centered Advocacy (KATHA), the university’s developing Social Media Content Strategy. She highlighted its anchor message, “Lifelong Learning for Every Filipino, Lifelong Learning for All,” which reflects UPOU’s commitment to inclusive and accessible education.

The day concluded with a synthesis and short review session, allowing participants to reflect on key takeaways and lessons from the discussions.

Dr. Jerry Donato discussing the principles and structure of news writing during the 2nd day of the training.

The second day focused on strengthening writing skills through the session “Writing as a Reflexive Process,”  facilitated by Dr. Jerry Donato, UPOU Alum and Sub-Editor at The Philippine Star. 

Dr. Donato emphasized that writing, especially in journalism, is a reflexive act as it mirrors the writer’s thoughts, values, and context. He introduced the Structure of News and the Principles of News Writing, outlining six guiding principles for good journalism, namely: Clarity and Clearness; Brevity and Conciseness; Factual and Objective; Accuracy; Decency; and Fairness. 

He also discussed  the importance of angling, the process of identifying the focus of a story, and how the lead paragraph should immediately reflect this angle. 

He concluded the training with reminders on ethical writing, crediting sources, protecting identities, and ensuring accuracy and fairness in all published materials.

To end the two-day training, Ms. Cañas-Llamas read the closing message on behalf of Dr. Primo G. Garcia, Director of the Office of Public Affairs. In his message, he thanked all the participants for joining the training and being OPA’s partners in information dissemination over the years.

The resource persons were awarded certificates and tokens of appreciation across both days for sharing their knowledge. 

The sessions served as a timely reminder that UPOU’s communication work is not merely about sharing information—it is about building relationships, telling stories, and promoting the university’s commitment to lifelong learning for all.

Written by Anna Cañas-Llamas | Edited by Primo G. Garcia

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