Understand the age-old power of stories, and how to practically harness their potential to persuade in all kinds of modern channels.

Plato said that storytellers rule the world. A lot has changed since his times, but a lot has stayed the same. Once upon a time, when planning a campaign or other communications, our choice for where to put our message was pretty limited. Today the opposite's true, and the range of channels through which we can reach our audiences has exploded. But a quantity of choice, has not been matched by a quality of message — and tried and tested principles are often overlooked. That includes the simplest and most effective technique of all — storytelling.

This session emphasises the effectiveness of storytelling through putting proven approaches into practice and seeing how they can help us better connect with people today — wherever they are.

What we'll cover:

— Understanding how stories work
— Perspective shifts
— Economy with words
— Balancing the functional with the emotional
— The power of reframing

How the session will be structured:

We'll work through some principles that underpin all good storytelling, tackle a series of practical exercises with plenty of time for discussion and reflection along the way. You'll be applying new tools and techniques to a piece of live communications that you'll be asked to bring along.

Who the session's for:

Anyone interested in how the power of stories can be harnessed for better communications.