DM409
Storytelling for Brands in the Digital Age
Faculty
Bonnie Rothman
Founder & President at Company B
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Creating a brand myth starts with your story. Stories have the power to sell, persuade and create change. Stories make people care, they prompt action. In this class, students will learn the art of strategic storytelling and the “science” of applying public relations to tell their stories across the digital landscape. We’ll focus on the stories that start-ups tell, including how to frame your founder’s story and establish the myth of your brand. Think Apple, Spanx, and Warby Parker. In this course, you’ll learn how to launch your company and be a thought leader. This work is fun, creative and useful. Even if you never work in communications, the skills you’ll learn will serve you throughout your life. Strategic Storytelling is essential for selling your most important asset: yourself.
Learning highlights
- Practice writing clearly and persuasively.
- Build your personal brand story to create your myth and become a thought leader.
- Learn how to craft a strategic digital PR plan aligned with your marketing strategy.
- Understand how to think like a journalist to be successful at media relations.
- Develop tools to think creatively to tell unexpected stories in brand new ways.
Course outline
15 classes
Session 1
How to use PR to tell the story of your start-up.
Why do you need a founder story?
Session 2
Understanding your audience and how to tell a great story to make them care
Due: Your Bio
Session 3
How to design a digital PR strategic plan.
Session 4
How to design messages strategically.
Session 5
How to tell newsworthy stories for your brand.
Due: Group Project Briefs
Session 6
Mastering the digital news release.
Session 7
Mastering thought leadership, by-lines, Op-Eds, and where to get them seen.
Session 8
Getting the media on your side.
How to pitch so the media will cover your story.
Due: News Release
Session 9
Storytelling through stunts and events from IRL to the Metaverse.
Session 10
How to use data to tell your story.
Due: Linkedin Thought Leadership Post
Session 11
As seen on TV, how to shine in media interviews, podcasts, and public speaking
Session 12
Crisis communications: managing and messaging through crisis.
Session 13
How to find stories when there is no news.
Session 14
Final project prep.
Due: Final Project Presentations
Session 15
Due: Final Project Presentations
Course materials
Books
Prerequisites
The desire to apply creativity to tell stories that influence in a fresh new way.
All students must download and use the free writing-helper app GRAMMARLY
Methodology
This course will include talks, discussions, writing exercises, case studies, and guest speakers, with an emphasis on classroom interaction. There will be time to work in groups daily and we’ll end with group student project presentations.
Most days we’ll start with a case study, which we’ll discuss together.
Daily, you’ll have time to work with your groups on your final projects and/or individual work.
Grading
Bonnie Rothman is a public relations professional, former journalist, and screenwriter who helps forward-thinking organizations, entrepreneurs, and nonprofits tell remarkable stories that drive influence and value. Known for her creativity and innovation, she’s helped brands such as eBay, Payoneer, Kaplan, and Blood Cancer United. In a sold-out Storytelling Fire-Up! workshops, Bonnie helps C-suite executives, entrepreneurs, and communications and marketing leaders use stories to drive influence.
Bonnie was a frequent contributor to The New York Times. When she wrote screenplays, she was helped by Academy Award®-winning screenwriter/director Nora Ephron.
See full profileApply for this course
Storytelling for Brands in the Digital Age
by Bonnie Rothman
Total hours
45 Hours
Dates
Apr 10 - Apr 28, 2023
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.