PR, Corporate Communications & Storytelling
Faculty
Carla Johnson
Founder & Chief Experience Officer at Type A Communications
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
In the world of fast-track sales and social media frenzy, there’s still room for the art of corporate communications, PR and the craft of storytelling. This three-week class looks at the dynamics and practices of each of these in the digitally driven and perpetually changing world of today’s buyer.
We’ll look at how to develop a message that resonates across the brand, position it for effective PR and then develop a story that can be told in an instant or over long periods of time in order to build loyalty and affinity for a company.
The Course may become a building block for students’ capstone project/product.
This course is required for all digital marketing students, both graduate and undergraduate.
Learning highlights
- Understand the interconnectedness between corporate communications, public relations and storytelling and how each contributes to business success.
- Upon completion of the course, students will be ready to create a communications plan that begins with an overall corporate strategy and then drills down into the details of public relations and storytelling.
- The concepts apply to the company, product and employee level of an organisation.
Course outline
4 classes
Session 1
Introduction: The relationship between corporate communications, PR and storytelling. Communications strategy and planning; Planning assignments and final project assignments
Session 2
Defining organisational purpose and branding
Session 3
Guest Speaker: Jill Hollingsworth, Executive Director Executive and Internal Communications, Molson Coors;
Employee advocacy and activation
Corporate responsibility, trust and crisis communications;
Media and influencer relations
Course materials
Books
Prerequisites
This course is one of three in a wholistic series.
Students that have already taken MSL-111 and those with prior experience with HTML, CSS, and Javascript building simple web pages will be good candidates for this module.
Over the last two decades, Carla has helped architects and actuaries, executives and volunteers, innovators and visionaries leverage the art of storytelling to inspire action through amazing experiences. Her work with Fortune 500 brands set the stage for the latest of her seven books. Experiences: The 7th Era of Marketing sets the benchmark for a powerful new way for marketing to create value for businesses. Consistently recognised as a marketing leader, Carla regularly challenges conventional thinking
An internationally recognised speaker, author and marketing expert, Carla travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.
See full profileApply for this course
PR, Corporate Communications & Storytelling
by Carla Johnson
Total hours
45 Hours
Dates
Jan 07 - Jan 25, 2019
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.