:: Instructor-led Classes

Communicating Complex Ideas: The Power of Storytelling

Course Details

Project Management Institute logo

The power of storytelling cannot be over-emphasized in business, which is why enduring companies like McDonalds, Wal-Mart, and Southwest Airlines have made use of them over the years. Good stories help organizations to engage, inspire, inform, and educate both internal and external audiences – employees and customers, suppliers and shareholders. You don't have to be a global brand to benefit from this age-old method of communication, however.

This course will expose participants to case studies showing how large organizations typically develop compelling stories and the benefits that accrue from telling them consistently. Specifically, you will learn how to create your own "master narrative," including:

  • Why emotion-focused stories build trust and loyalty.
  • What are 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.

Who Should Attend

  • Marketing managers
  • Account managers
  • Marketing research professionals
  • Advertising professionals
  • Public relations practitioners
  • Business owners and entrepreneurs
  • Directors
  • Executive level managers
  • Mid level to senior level managers
  • Project managers

Continuing Education and Recertification Hours

  • .65 CEUs
  • 7.0 PDUs

As a PMI Registered Education Provider, The University of Texas at Austin, Professional Development Center has been approved by PMI to issue professional development units (PDUs) for our courses (Provider # 1616).

The PMI logo is a registered mark of the Project Management Institute, Inc. PMI and PMBOK are registered marks of the Project Management Institute, Inc.



Questions about this course?

    .(JavaScript must be enabled to view this email address)