STORYTELLING FOR BRANDS IN THE DIGITAL AGE: PR FOR STARTUPS
BONNIE ROTHMAN
We offer innovative university degrees taught in English by industry leaders from around the world, aimed at giving our students meaningful and creatively satisfying top-level professional futures. We think the future is bright if you make it so.
Combinatorics and graph theory lay at the heart of discrete mathematics and computer science. In the course, we begin with a brief review of the fundamentals of combinatorics---counting, permutations, binomial coefficients, and the pigeonhole principle---and then devote most of the course to the fundamentals of graph theory. We cover the most common definitions and ideas of graph theory, proving important theorems and introducing important algorithms, but mostly aiming to simply establish the common language of discrete mathematics and computer science.
Bonnie Rothman is the founder and president of Company B, a communications agency specializing in helping brands tell their stories from the ground up through content, social media and public relations. Known for her creative innovations and keen story sense, she has told stories such brands as eBay, Kraft Foods, Puritan’s Pride, Kaplan Test Prep and The Leukemia & Lymphoma Society. Her team’s work has helped earned start-ups like Hipmunk and Lolly Wolly Doodle public attention, funding and acquisition. Bonnie’s teams have been nominated for two PR Sabre awards.
As a journalist, Bonnie was a frequent contributor to The New York Times, Real Simple and others. When she wrote screenplays, Bonnie was mentored by Academy Award® winning screenwriter/director Norah Ephron. Previously, she was the creative director and SVP at Kaplow Communications, where she built one of the first social media practices in the PR industry in the US.
She frequently speaks to entrepreneurs about how brands can use stories to sell and persuade.
Bonnie holds an MS in Journalism from Columbia University Graduate School of Journalism and a BA in political science from Vanderbilt University. She splits her time between NYC, Washington, DC and Chincoteague Island, VA, where she lives close to the 150 wild ponies for which the island is famous.
Students will learn what makes an effective, persuasive story and how to use PR to tell that story across the digital landscape.
Students will:
-Practice writing clearly and persuasively from brand messaging through content
-Learn how to craft a PR plan and campaign tied to an integrated marketing strategy
-Understand how to think like a journalist to be successful at media relations
-Examine the ethics of PR against the backdrop of crisis management
-Apply these skills to telling your personal brand story
SKILLS:
- Social Media
- Public Relations
- Content Strategy
- Marketing
- Publicity
ABOUT BONNIE
HARBOUR.SPACE WHAT YOU WILL LEARN
DATE: 6 Jan - 24 Jan, 2020
DURATION: 3 Weeks
LECTURES: 3 Hours per day
LANGUAGE: English
LOCATION: Barcelona, Harbour.Space Campus
COURSE TYPE: Offline
HARBOUR.SPACE UNIVERSITY
RESERVE MY SPOT
DATE: 6 Jan - 24 Jan, 2020
DURATION: 3 Weeks
LECTURES: 3 Hours per day
LANGUAGE: English
LOCATION: Barcelona, Harbour.Space Campus
COURSE TYPE: Offline
All rights reserved. 2018
COURSE OUTLINESession 1
Your Story Begins
Why PR to Tell the Story of Your Business
PR Planning & Strategic Overview
Session 4
PR Case Study #2
PR Strategic Planning from Blue-Sky Thinking to Brass Tacks
Due: Group Project Briefs
Session 3
Building Your Brand Story from the Ground Up
Identifying your Audience
How to Message
Session 2
PR Case Study #1
The Elements of Storytelling
The Origin Story
News in the Digital Age: Guest speaker, Scott Higham, Pulitzer Prize-winning Investigative Reporter, The Washington Post
Due: Personal Bios
STORYTELLING FOR BRANDS IN THE DIGITAL AGE: PR FOR STARTUPS
Stories have the power to sell, persuade and affect change. The trick is to understand how to craft them and propel them into action. In this class, students will learn the art of strategic storytelling and the “science” of applying public relations to tell that story. We will study how to use the elements of storytelling to inform and influence, and how to tell that story through public relations. We’ll focus on P.R. for start-ups and how to frame your origin story, establishing the myth of your brand. Think Apple. Spanx. Warby Parker. This work is fun, creative and useful. Even if you never become a public relations practitioner, these skills will serve you throughout your life. Strategic Storytelling applied to PR is essential for selling your most important asset - yourself.
Stories have the power to sell, persuade and affect change. The trick is to understand how to craft them and propel them into action. In this class, students will learn the art of strategic storytelling and the “science” of applying public relations to tell that story. We will study how to use the elements of storytelling to inform and influence, and how to tell that story through public relations. We’ll focus on P.R. for start-ups and how to frame your origin story, establishing the myth of your brand. Think Apple. Spanx. Warby Parker. This work is fun, creative and useful. Even if you never become a public relations practitioner, these skills will serve you throughout your life. Strategic Storytelling applied to PR is essential for selling your most important asset - yourself.
REQUIRED READING
