Overview

IMPORTANT: All participants have received a reconfirmation and the program pack.  If you have registered and haven't yet received this information, please email thecentre@accpa.com.au

This module will examine capabilities and tools used in best practice corporations to develop, deliver and steward a company’s narrative

This is a must-attend module for practitioners responsible for employee and external communications, corporate brand management and general reputation stewardship.

The module will include best practice examples and processes for developing the corporate narrative, and how to create and steward a narrative that will populate most of the organisation’s communication and engagement content. The art and mechanics of corporate storytelling to deliver the narrative will be examined in detail.

Participants will grasp and understand the core components of telling the corporate story, as well as to better make the business case for developing and stewarding the corporate narrative.

The module led by Centre Executive Director Wayne Burns, will feature contributions from Guest Faculty Michelle Skehan, General Manager Corporate Affairs - Australia Post, and Matthew Abbott, Director Corporate Affairs - Zip.Co.

The agenda will focus on:

Examination of why company narratives are of value: The role of the corporate narrative on corporate public affairs tactics and strategy, and why best practice organisations place the narrative at the centre of public affairs execution. Case studies of world class narratives and why they work.

The nuts and bolts of the best corporate narratives: Identifying the elements of a good corporate narrative. Good practice in how to develop and steward the narrative, including engaging the C-suite and other employees, integrating corporate values and strategy into the narrative.

Story telling – getting the narrative out and on the road: Linking the corporate narrative with generating and positioning content. Preparing/enabling the organisation for storytelling. The search for authentic voices and content. Channels, monitoring and measurement.

Engaging internal stakeholders with the corporate narrative; engaging internal and external stakeholders via corporate storytelling.

This module comprises five credit points (5) of the 40 points required over 36 months for practitioners to achieve/maintain their certification as a Graduate of the Centre for Corporate Public Affairs (GCCPA).

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