Storytelling for Brands in the Digital Age: PR for Startups
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
Stories have the power to sell, persuade and affect change. The trick is to understand how to craft them and propel them into action. In this class, students will learn the art of strategic storytelling and the “science” of applying public relations to tell that story. We will study how to use the elements of storytelling to inform and influence, and how to tell that story through public relations. We’ll focus on P.R. for start-ups and how to frame your origin story, establishing the myth of your brand. Think Apple. Spanx. Warby Parker. This work is fun, creative and useful. Even if you never become a public relations practitioner, these skills will serve you throughout your life. Strategic Storytelling applied to PR is essential for selling your most important asset - yourself.
Learning highlights
- Practice writing clearly and persuasively from brand messaging through content
- Learn how to craft a PR plan and campaign tied to an integrated marketing strategy
- Understand how to think like a journalist to be successful at media relations
- Examine the ethics of PR against the backdrop of crisis management
- Apply these skills to telling your personal brand story
Course outline
4 classes
Your Story Begins
Why PR to Tell the Story of Your Business
PR Planning & Strategic Overview
PR Case Study #1
The Elements of Storytelling
The Origin Story
News in the Digital Age: Guest speaker, Scott Higham, Pulitzer Prize-winning Investigative Reporter, The Washington Post
Due: Personal Bios
Building Your Brand Story from the Ground Up
Identifying your Audience
How to Message
PR Case Study #2
PR Strategic Planning from Blue-Sky Thinking to Brass Tacks
Due: Group Project Briefs
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.
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: PR for Startups
by Bonnie Rothman
Total hours
45 Hours
Dates
Jan 06 - Jan 24, 2020
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.