Storytelling for business' purposes

Goals

• To understand the principles of communication by storytelling
• To know the narrative models and scripts
• To be able to define and tell the story

Target audience

Anyone willing to improve his communication skills thanks to the technique of storytelling

Prerequisite

None

Contents

Discovering storytelling and its possible uses in a company

• Principles and history of storytelling
• The five properties of narration
• The different applications of storytelling (politics, marketing, brand communication, training etc.)
• Using the narrative mode in a communication strategy
• Integrate the psychological and emotional dimension of the narrative approach

Decide which story to tell

• Identify the main themes of the communication goals
• Using the proximity laws to get into phase with the audience
• Explore the company culture
• Choose the right theme and the right narrative angle

Prepare the story

• Choose the information to convey the intended message
• Identify the risks of a story with a fixed point of view
• Storytelling in function of the goal, the audience
• Setting the tone of the presentation

Using the narrative model

• Using the five steps of the narrative model
• The elements and protagonists of a story
• Different types of scripts

Creating the model of the story

• Elaborate the pitch and the story board
• Master the narrative syntax
• Work on association of ideas
• Taking care of the introduction and conclusion
• Basic principles: explain, synthesize, repeat, start again
• Interactivity and engagement

Choose the distribution channels for the story

• The different media
• Cross-media
• Technology for the presenter

Practical exercises

• Analysis of some examples of communication by storytelling
• Exercise including presentation and analysis in front of the group, split up in different stages: the choice of the history, point of view, the pitch, the storyboard