Description

Where this takes you:
Organizations that manage their narrative deliberately are perceived differently from those with equivalent substance that communicate reactively. This module covers the construction and maintenance of strategic narrative as a professional discipline rather than a marketing exercise.

This module addresses:
– Narrative architecture: the structural components of an organizational story that works — the origin, the tension, the direction, and the proof points that make it credible rather than aspirational
– Narrative versus fact: how the story an organization tells about itself shapes perception independently of the facts it contains — and why that separation is both an opportunity and a risk that professional communications practitioners need to manage
– Narrative stress testing: identifying the conditions under which a current organizational narrative becomes inconsistent or indefensible — and building contingency positions before those conditions arise

Approximate duration: +/- 5 hours

Professional impact:
A strategic narrative capability that produces communications which actively shape how an organization is understood — rather than passively reflecting whatever the audience concludes from unmanaged information.