Applied storytelling, internal and external audiences

Guest Speaker: Kathy Button Bell, Chief Marketing Officer Emerson - Redefining PR in a digitally driven world

Tying together corporate communications, storytelling and PR

Guest Speaker: Rich Klyberg, former Chief Communications Officer, Arrow Electronics
Functions of storytelling

Final projects and presentations

Introduction: The relationship between corporate communications, PR and storytelling.
Communications strategy and planning; Planning assignments and final project assignments

Guest Speaker: Jill Hollingsworth, Executive Director Executive and Internal Communications, Molson Coors - 
Employee advocacy and activation

Defining organisational purpose and branding

Corporate responsibility, trust and crisis communications;
Media and influencer relations

Story structure and the narrative development process;
Developing personality, tone and voice