Over the past 30 years I have learned a lot about the power of storytelling in the media, firstly as a business and technology journalist, and more recently as a communications trainer and coach. In these sessions help executives understand the power of storytelling to impact the way people think, feel, and behave, and how to deliver stories effectively when engaging with the media.

Standard training sessions consist of a two-hour theory and discussion session, followed by practical coaching based around real-world media scenarios. These practical sessions can be filmed and played back for feedback and discussion. The goal of each session is to enhance the trainee’s skills as a storyteller and their ability to connect with audiences.

The theory component of each session includes:

Creating a compelling story

• The importance of setting an objective
• How to build engagement with audiences
• The storytelling transaction
• Using key messages and creating moments that matter
• The importance of evidence, anecdotes, and third party voices.

Working with the media

• The modern media landscape
• How journalists work
• What makes a good story
• What doesn’t

Storytelling through the media

• Tips for appropriate preparation
• The importance of plain speaking
• Anticipating and managing lines of questioning
• Driving the narrative
• Common mistakes and how to avoid them
• Tips for enhancing delivery and staying on track
• Tips for specific media formats

Please contact me for further information.