Public Relations

Brand Storytelling for Organisations

Stories make organisations memorable and help audiences connect with their purpose. This course covers storytelling principles, finding authentic stories inside organisations, story structures, the brand narrative, telling stories across channels, using employees and customers as storytellers and measuring story impact.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Facts inform but stories persuade. You will learn to find and tell your organisation’s best stories.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Story mining interviews, narrative workshops, multi-channel adaptation and peer feedback.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Apply storytelling principles
Find authentic organisational stories
Use proven story structures
Build a brand narrative
Adapt stories across channels
Measure the impact of storytelling

Target audience

Who should attend.

This course is suitable for:

PR and communication professionals
Brand and marketing managers
Content creators
Internal communication staff
Executives

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Story finding
Narrative structure
Brand narrative
Channel adaptation
Measurement

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Why Stories Work

09:00–10:08Story psychology
10:08–11:00Brand examples
11:00–11:30Coffee break
11:30–11:45Brand examples (continued)
11:45–12:53Authenticity
12:53–14:00Exercise

Day 2Finding Stories

09:00–10:08Story mining
10:08–11:00Interviews
11:00–11:30Coffee break
11:30–11:45Interviews (continued)
11:45–12:53Employee and customer stories
12:53–14:00Workshop

Day 3Structure

09:00–10:08Story arcs
10:08–11:00Characters and conflict
11:00–11:30Coffee break
11:30–11:45Characters and conflict (continued)
11:45–12:53Message
12:53–14:00Writing practice

Day 4Brand Narrative

09:00–10:08Purpose and values
10:08–11:00Core narrative
11:00–11:30Coffee break
11:30–11:45Core narrative (continued)
11:45–12:53Consistency
12:53–14:00Workshop

Day 5Channels and Impact

09:00–10:08Video, social and print
10:08–11:00Measurement
11:00–11:30Coffee break
11:30–11:45Measurement (continued)
11:45–12:53Story bank
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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The full course agenda and dates are available above. Use the session links in Dates & venues to choose a session. Registration and quotation forms require JavaScript; you can also contact our learning team directly.