Professional Development Calendar

Best practice in developing the corporate narrative, and the art of corporate storytelling

Date 2 Aug 2018
Location Sydney
Price AUD 1200.00
Discounted Member Price AUD 1050.00

Event Details:

This is a must-attend module for practitioners responsible for employee and external communications, corporate brand management and general reputation stewardship.

The module will include best practice examples and processes for developing the corporate narrative, and how to create and steward a narrative that will populate most of the organisation’s communication and engagement content. The art and mechanics of corporate storytelling to deliver the narrative will be examined in detail.

Participants will grasp and understand the core components of telling the corporate story, as well as to better make the business case for developing and stewarding the corporate narrative.

The module led by Centre Executive Director Wayne Burns, will feature contributions from senior practitioner Guest Faculty Caoimhe Buckley, Chief Content and Communications Officer, AGL Energy and Matthew Gibbs, General Manager, Media and Communications, ASX Group.

The agenda will focus on:

  • Examination of why company narratives are of value: The role of the corporate narrative on corporate public affairs tactics and strategy, and why best practice organisations place the narrative at the centre of public affairs execution. Case studies of world class narratives and why they work.

  • The nuts and bolts of the best corporate narratives: Identifying the elements of a good corporate narrative. Good practice in how to develop and steward the narrative, including engaging the C-suite and other employees, integrating corporate values and strategy into the narrative.

  • Story telling – getting the narrative out and on the road: Linking the corporate narrative with generating and positioning content. Preparing/enabling the organisation for storytelling. The search for authentic voices and content. Channels, monitoring and measurement.

  • Engaging internal stakeholders with the corporate narrative; engaging internal and external stakeholders via corporate storytelling.

    Limited places available - early registrations are encouraged.

    This module comprises five credit points (5) of the 40 points required over 36 months for practitioners to achieve/maintain their certification as a Graduate of the Centre for Corporate Public Affairs (GCCPA).

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    Cancellation Policy:

    CANCELLATION POLICY Once registration has been processed, cancellation must be received in writing (email by 06 July 2018. A refund, less an administration fee of $150 will be processed. Regrettably, no refund will be possible if cancellation is received after 06 July 2018. Substitutions are welcome at any time

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  • About The Centre

    The Centre for Corporate Public Affairs is the only entity of its type internationally, connecting, via corporate membership, the corporate public affairs and communication function across Australia, New Zealand and Asia. We assist our members embrace best practice public affairs structure and strategies.

    Our research, professional development programs, events and international thought leadership opens doors to help organisations and practitioners build and apply corporate public affairs as a core management tool and function.

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