IMS UC organized a guest lecture for BJMC Students on November 16th, 2017 by inviting Mr. Shambhu Nath Shukla. Mr. Shukla has a journalistic career spanning more than 40 years. Having started his journalistic journey at Dainik Jagran Kanpur as a Freelance contributor, he has served Jansatta and Amar Ujala in long stints. He was Editor of Jansatta at Chandigarh and Kolkata while with Amar Ujala he successfully led its editions at Kanpur, Meerut and Noida headquarters. He is also known as one of the outstanding champions of digital media and application of social media in journalism. He interacted with all students of Journalism and Mass Communication on ?Preparation of Conceptual writing for Media Organizations?. While addressing the students he asked them the importance of conceptual writing also told the students how to capture audience interest, influence their emotional response and inspires them to take action. Students got know the importance of headline, tagline and a key visual. He shared his experience on how he manages time to focus on the goal. Briefing on the evolution of Communication, he spoke about how we started from sound and signals and formulation of languages and contribution of printing press in the field of communication. Advising the students he said that, journalism requires dedication, responsible behavior and smart mind which help in reporting the events in a better way. The insightful session provided a great learning experience concluded with question and answer session with vote of thanks to the speaker.