Communicating Complex Ideas: The Power of Storytelling


A good story can stir emotions, engage minds and motivate actions. Strong storytelling requires insight and imagination, and organizations of all sizes can benefit from this age-old method of communication.

In this course, you will learn how to create your own "master narrative” through case studies that demonstrate how large organizations typically develop compelling stories, utilizing a technique of storytelling in internal and external communications. There are several communication strategies to learn in order to leave a lasting impact, such as the psychology behind business storytelling and the crafting of a personal vs. corporate story. While data charts, PowerPoint slides and lists of product benefits can all still be part of your repertoire, developing your ability to tell a compelling story will help you capture the attention of your audience, which is increasingly difficult in our content-heavy world of status updates, link sharing and 24-hour news cycles.

Who Should Enroll: 
  • Marketing and communications professionals
  • Marketing research professionals
  • Advertising professionals
  • Public relations practitioners
  • Business owners and entrepreneurs
  • Project managers
  • Managers and supervisors at all career levels
Learning Outcomes: 
  • Why emotion-focused stories build trust and loyalty
  • The four essential features of a powerful corporate story
  • How to select the most relevant narrative for specific purposes
  • Where to find inspiration—from the CEO to the "shop floor"
  • When to tell your story for maximum engagement and effect
Continuing Education Hours: 
Continuing Education Units .65 CEUs
Project Management Institute 6.5 PDUs-Strategic and Business Management
Applies Towards Certificates:

Find additional information about available discounts.

Additional Information: 

This course is not available for college credit.