Say ‘storytelling’ to most people and the image of bedtime tales and listening to creative fiction comes to mind.  Yet, we are now working in an age where there has been an explosion of client communications activity, whether it is a tweet, a blogpost, or maximising use of content.

So it is essential for consultants to identify and capture the core character and identity of their clients, where at the heart of their communications is a compelling brand story.

Rather than being something nice and twee, storytelling, or effective brand storytelling, will increasingly be the difference between success and failure in communications – both at a strategic and tactical level

Think of the great brands. They all have a great story at the heart of their mission: Think Apple, think Steve Jobs and what he did. (And they now need to adjust their brand story to a new world without Steve.)

People prefer brands with a story. The better you can tell your story the more effective is the power of your subsequent communications to engage, inspire and stand out from others.

The better everyone in the organisation understands the core brand story, while in turn, bringing it alive, the more powerful the communication becomes.

Every organisation and its brands have a core story and series of stories about what makes them tick, burn with passion. Yet sadly, for many organisations their communications are just ticking over.

Yet, how can public relations consultants, hardened in a world and mindset of packaging content as ‘news’ adjust to the new challenges and become master brand story creators and tellers?

This is where the PRCA’s Brand Story on February 08  and also on April 12 in London can help you.

Together, the PRCA and Andy Green are hosting a Brand Story Workshop to pass on Andy’s experience and insights into crafting and developing a client’s brand story.

Andy plans to run this workshop in a format to provide both a stock of useful practical tools for delegates to use in their workplace, and somewhere delegates can work on their own individual examples where he will aim to help find solutions.

“In this workshop we identify the skeleton of what makes up a brand story, the seven key structures to develop and shape your brand story, as well as understanding the DNA of your brand story, and using a number of tools to develop your clients’ brand platforms – so you can go away armed with a range of ready-to use-and-share tools and techniques to use with your clients.”

“You will be able to redefine, refashion and re-craft your brand storytelling to transform the impact of your communications.”

Andy is a leading expert on ideas and how they spread. He has written five books, which have been translated into eight languages. With over 30 years of award-winning agency experience he combines inspired insight coupled with practical real world knowhow.

To attend this Brand Story Workshop please take a look at the PRCA training website or contact Alice Chadwick-Jones on 020 7233 6026

Andy Green is a leading expert and authority on brands and on how to create ideas and make them spread.

He is an author, international conference speaker, trainer, facilitator, and Brand PR consultant.