HTE408
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 affect change. The trick is to tell them to make people care and prompt action. In this class, students will learn the art of strategic storytelling and the “science” of applying public relations to tell your story in the digital age. We’ll focus on P.R. for start-ups: including how to frame your founder story and establish the myth of your brand. Think Apple. Spanx. Warby Parker. You’ll learn how to launch and be a thought leader. This work is fun, creative and useful. Even if you never work in public relations, the skills you 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 from brand messaging through content
- Learn how to craft a strategic PR plan 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 tell your personal brand story to create your myth
Course outline
15 classes
Your Story Begins
Why PR to Tell the Story of Your Business
The Founder Story
PR Case Study #1
The Elements of Storytelling
News in the Digital Age: Guest speaker
Building Your Brand Story from the Ground Up
Identifying your Audience
How to Message
Due: Your Founder Story/Personal Bio
PR Case Study #2
PR Strategic Planning
The Launch
PR Strategic Planning
The Campaign
Due: Group Project Briefs
Building Blocks to Great Writing
How to Think and Act Like a Journalist
Mastering the News Release
Mastering the News Release
Case Study #3
Mastering the Pitch
Media Relations Best Practices
Media List Building
Due: News Release
Building Your Personal Brand Through Thought Leadership
By-Lines, Op-Eds, Podcasts and Speeches
PR Storytelling Tactics
Data Storytelling
Your Story Corps: Spokespeople, Influencers and Other Stakeholders
Using Influencers to Tell Your Story: Guest Speaker, TBD
Due: Pitch Letter
Case Study #4
Crisis Management
Ethics in PR
Building Blocks of Your Personal Brand
Guest Speaker
As Seen on TV
How to Prepare for Media Interviews, Podcasting & Public Speaking
Due: Thought Leadership Piece
Staying Creative & Strategic
Brainstorming Your Way to Breakthrough Campaigns
How to Hire A PR Firm
Due: Final Project Presentations
Final Project Presentations
Due: Final Project Presentations
Prerequisites
The desire to apply creativity to tell stories that influence in a fresh new way.
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.
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
Mar 14 - Apr 01, 2022
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.