Thu, Nov 12, 8:30am - Nov 13, 5:30pm Eastern Time (2 sessions)
Storytelling has always been central to human experience – it's how we explain and make sense of the world. But today, as media-savvy audiences begin to tune out advertising messages while searching for ever-more-immersive entertainment experiences, the way businesses and professionals need to communicate is changing. Led by best-selling author Frank Rose and offered in partnership with Columbia University School of the Arts, Strategic Storytelling introduces the concept of “story thinking” and shows how it can be used to achieve maximum impact in a digital world.
As a member of Columbia University School of the Arts’ Digital Storytelling Lab, Rose is helping to pioneer a new understanding of narrative and its role in the digital age. Research in neuroscience and cognitive psychology has shown that stories are typically more effective at changing people’s minds than rational argument. This means that people — leaders in particular — need to view the world in narrative terms, not as a thesis to be argued or a pitch to be made but as a story to be told. Because stories provide a structure for reality and a key to understanding, because they play to the emotions and rely upon empathy, story thinking is a powerful tool.
Strategic Storytelling builds on these insights to show how story is used by entertainment industry professionals, by leading brands, by B2B providers, and by non-profits—and what each of these can learn from the other. Over the course of two days, you will engage in a mix of deep learning and hands-on workshops that will leave you with a thorough understanding of the digital media ecosystem as well as the expertise you’ll need to communicate strategically within it.
With every new communications technology, the way we tell stories has changed. Now it is changing again, to a new form that is profoundly different from the one-too-many broadcast model of 20th-century mass media. Digital technology is blurring distinctions between content and advertising, author and audience, fiction and reality, while at the same time provoking new and challenging expectations among audiences and consumers alike. Columbia’s two-day intensive will supply the understanding and context you need to navigate this new world as well as the skills you’ll require to turn these developments to your advantage.
Through a series of lessons, case studies, and highly participatory workshops, this program will explain:
By the end of the program, you will be equipped to:
Strategic Storytelling will connect narrative concepts and strategies with actual case studies. Participants will work together in small groups to address real-world challenges that require innovative thinking as well as a thorough understanding of narrative issues and techniques. You will leave with an essential grounding in immersive storytelling strategies as well as a conceptual framework and a set of tools you can put to use right away.
Day 1 begins by delving into the art and science of storytelling—why it’s effective, how it works, why it’s changing today, and what that means for anyone with a story to tell. We look at how Hollywood sells its own stories, showing how movie studios and television networks have moved over time from a highly restrictive and very limited marketing strategy to one that embraces digital media, fan involvement, and immersive participation. We show how this goes beyond story to involve the construction of “story worlds” that people can project themselves into. Finally, we introduce you to a pair of simple yet powerful conceptual frameworks that will enable you to easily visualize the complex narrative ecosystem that such an approach requires.
Day 2 breaks down these techniques into a point-by-point methodology, detailing the role of such key ingredients as authenticity, engagement, and voice. We will show how such strategies have been adapted and deployed by organizations in a wide variety of fields, from entertainment to consumer goods to B2B. Guest speakers from the worlds of media and commerce will explain how they have employed these tools and what pitfalls they have encountered, while a series of hands-on workshops will enable you to put your learnings to the test in real-world scenarios.
The program is intended for executives and professionals who want to understand the power of immersive storytelling and learn how to leverage its potential in a digital world. The focus is on demystifying digital media and assessing how your project or organization can take advantage of the unique opportunities for narrative engagement it has to offer.
This will help those in corporate strategy, media and entertainment, brand marketing, B2B products and services, and non-profits and NGOs alike.
Successful candidates should have managerial experience and responsibilities matching a program’s “Who Should Attend” or “Participant Profile” description. All registrations are subject to approval by Columbia Business School.
Program location may vary. While the majority of our programs run on campus, some programs may run off campus in New York City
Still have questions? Ask the community.
|Start Date||Time||Teacher||# Sessions||Price|
||8:30am - 5:30pm Eastern Time||Frank Rose & Rachel Ginsberg with Several Guest Speakers||2||$3,850|
This course consists of multiple sessions, view schedule for sessions.
|Fri, Nov 13||8:30am - 5:30pm Eastern Time||Frank Rose & Rachel Ginsberg with Several Guest Speakers|
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