Striking Storytelling for Companies and Causes

 Striking Storytelling for Companies and Causes

Who: Tony Spencer-Smith and Linda Vergnani
Saturday 16 September, 10am-4pm
Cost: Full Price:
$180; Member: $125; Conc Member: $110

Stories have a unique power to engage and convince. Facts and figures alone aren’t enough to motivate people. When you write striking stories, people are far more likely to remember and be influenced by the message you want to convey.

But to work their magic, stories need to be well crafted. This course is about how to write powerful stories, whether for a blog, a speech, a case study or on behalf of a campaign or cause. It uses examples of successful storytelling from the media, top organisations and not-for profit groups. Participants will be involved in lively discussion and writing exercises, covering:

  • what brain science teaches us about the power of storytelling
  • where to find evocative stories
  • storytelling techniques from journalism to grip your audience
  • the essentials of narrative structure
  • how to enliven even potentially dull material with narrative
  • the best writing style for different types of stories

Two lively presenters deliver the course. Tony Spencer-Smith focuses on business storytelling, while Linda Vergnani taps into journalistic storytelling techniques for campaigns and causes. The two approaches dovetail to strengthen your storytelling skills and practice.

Expected Learning Outcomes

  • Understand and employ the principles of good storytelling
  • Know how to find and gather the right information for a good story
  • Understand how to structure and craft a compelling story for a business or cause

Participant Requirements
Pen and paper

About the tutors
Tony Spencer-Smith
, an award-winning novelist and former Editor-in-Chief of Reader’s Digest magazine, is a highly experienced corporate writing trainer. The lead trainer, he is a partner in Express Editors and author of the The Man Who Snarled at Flowers and The Essentials of Great Writing

Linda Vergnani is an award-winning freelance journalist whose articles have appeared in more than 25 newspapers and magazines on five continents. She runs Eco Editors and has written and edited content for corporations, not-for-profit organisations and government agencies. She was previously head of communications for a major South African trust.


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