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Thomas Dooley

When you think about the most influential figures in your organization, in your country, and in the world, one of the qualities they all likely have in common is that they are exceptional storytellers. Everyone tells stories—that’s how we build community and share ideas. However, we don’t always tell our story as effectively as we intend to.

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When you think about the most influential figures in your organization, in your country, and in the world, one of the qualities they all likely have in common is that they are exceptional storytellers. Everyone tells stories—that’s how we build community and share ideas. However, we don’t always tell our story as effectively as we intend to.

Stories, or narratives, in the workplace may take the form of email communications, proposals, briefs, project or product kickoffs, and presentations.

In this course, part of the Communication Skills Professional Certificate program, you’ll learn about the structure of a narrative and how it varies depending upon the situation, the medium used, and the audience. In today’s world of abbreviated messaging through a variety of devices, the importance of crafting a cohesive, professional, and understandable message to achieve a desired outcome is more important than ever.

You will learn how to create written messaging tailored to a target audience and how to determine the specific medium through which it should be communicated.

You will also study best practices for writing in all forms of media common to today’s workplace, focusing specifically on:

  • Structure
  • Point of view
  • Tone
  • Style

You will also study and analyze a variety of messages which use different writing styles directed toward specific target audiences.

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What's inside

Learning objectives

  • Understand the elements of effective stories and how to use them in the workplace
  • How to tailor your messaging to a defined target audience
  • How to structure written messages for maximum audience impact, taking into consideration tone, style, point of view
  • How various platforms convey messages differently in a professional setting

Good to know

Know what's good
, what to watch for
, and possible dealbreakers
Develops tone, style, point of view, and structure, which are core skills for crafting professional written messages
Teaches how to tailor messaging to a defined target audience, which is standard in marketing and communications
Explores how various platforms convey messages differently in a professional setting, which is essential knowledge for communication professionals
Taught by Thomas Dooley, who is recognized for his work in communication and storytelling
Offers hands-on labs and interactive materials, which can enhance learning and retention
Explicitly requires that this course be taken in serial with others as part of a series, which may limit flexibility
Teaches how to determine the specific medium through which a message should be communicated, which can be useful in professional settings

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Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Storytelling in the Workplace with these activities:
Read 'Made to Stick: Why Some Ideas Survive and Others Die'
Review key concepts from the book, such as simplicity, unexpectedness, concreteness, credibility, and emotions, to enhance your storytelling abilities.
Show steps
  • Read the book cover to cover, taking notes on the principles of effective storytelling.
  • Identify examples of successful and unsuccessful stories in your own experience and analyze them based on the principles discussed in the book.
  • Practice applying the principles to your own writing and presentations.
Engage in Online Storytelling Workshops
Participate in online workshops led by experienced storytellers to learn best practices and techniques for crafting engaging narratives.
Browse courses on Narrative Development
Show steps
  • Research and identify reputable online storytelling workshops.
  • Register for a workshop that aligns with your interests and learning goals.
  • Actively participate in the workshop, taking notes and asking questions.
Develop a Storytelling Framework
Create a comprehensive framework that outlines the elements of a compelling narrative, including structure, character development, and conflict resolution.
Browse courses on Narrative Structure
Show steps
  • Research different storytelling models and identify common elements.
  • Create a visual representation of your framework, such as a flowchart or diagram.
  • Apply your framework to analyze and improve your own storytelling.
Two other activities
Expand to see all activities and additional details
Show all five activities
Analyze Case Studies of Effective Storytelling
Examine real-world examples of effective storytelling in various contexts, such as presentations, speeches, and written communication.
Browse courses on Case Studies
Show steps
  • Identify and collect case studies of successful storytelling campaigns or initiatives.
  • Break down each case study and analyze the storytelling techniques and strategies used.
  • Identify common patterns and best practices that contribute to storytelling success.
Mentor Aspiring Storytellers
Share your storytelling knowledge and expertise by mentoring aspiring storytellers to improve their skills and confidence.
Browse courses on Mentorship
Show steps
  • Identify individuals or groups who are interested in improving their storytelling skills.
  • Provide guidance, support, and feedback to help mentees develop their storytelling abilities.
  • Share your own experiences and insights to inspire and motivate mentees.

Career center

Learners who complete Storytelling in the Workplace will develop knowledge and skills that may be useful to these careers:
Communication Manager
Communication Managers create and execute strategic communications plans that help organizations achieve their objectives. They oversee all aspects of an organization's communication, including media relations, public relations, social media marketing, and employee communications. A course in storytelling can help Communication Managers develop the skills they need to create effective and persuasive communications that resonate with audiences. Storytelling is an essential skill for anyone working in communications, as it can help build relationships, engage audiences, and drive results.
Marketing Manager
Marketing Managers develop and execute marketing campaigns that promote products or services to target audiences. They oversee all aspects of marketing, including market research, product development, pricing, and distribution. A course in storytelling can help Marketing Managers develop the skills they need to create effective and persuasive marketing campaigns that resonate with audiences. Storytelling is an essential skill for anyone working in marketing, as it can help build relationships, engage customers, and drive sales.
Public relations manager
Public Relations Managers build and maintain relationships with the media and other key stakeholders to promote an organization's image and reputation. They develop and execute public relations campaigns to manage communications during crises and special events. A course in storytelling can help Public Relations Managers develop the skills they need to create effective and persuasive communications that resonate with audiences. Storytelling is an essential skill for anyone working in public relations, as it can help build relationships, manage crises, and promote an organization's reputation.
Technical Writer
Technical Writers create user guides, technical manuals, and other documentation that helps users understand and use products or services. They work closely with engineers, scientists, and other technical experts to gather information and write clear and concise documentation. A course in storytelling can help Technical Writers develop the skills they need to create effective and persuasive documentation that resonates with audiences. Storytelling is an essential skill for anyone working in technical writing, as it can help build relationships, engage readers, and make complex information easy to understand.
Journalist
Journalists gather, analyze, and report on news and current events. They work for newspapers, magazines, websites, and other media outlets. A course in storytelling can help Journalists develop the skills they need to create effective and persuasive stories that resonate with audiences. Storytelling is an essential skill for anyone working in journalism, as it can help build relationships, engage readers, and inform the public.
Content Creator
Content Creators develop and produce content for a variety of media, including websites, social media, and print. They work with writers, editors, designers, and other creatives to create content that is engaging, informative, and persuasive. A course in storytelling can help Content Creators develop the skills they need to create effective and persuasive content that resonates with audiences. Storytelling is an essential skill for anyone working in content creation, as it can help build relationships, engage audiences, and drive results.
Speechwriter
Speechwriters write speeches for politicians, business leaders, and other public figures. They work closely with their clients to develop speeches that are clear, concise, and persuasive. A course in storytelling can help Speechwriters develop the skills they need to create effective and persuasive speeches that resonate with audiences. Storytelling is an essential skill for anyone working in speechwriting, as it can help build relationships, engage audiences, and persuade listeners.
Grant Writer
Grant Writers write grant proposals to secure funding for non-profit organizations, government agencies, and other organizations. They work closely with their clients to develop proposals that are clear, concise, and persuasive. A course in storytelling can help Grant Writers develop the skills they need to create effective and persuasive grant proposals that resonate with reviewers. Storytelling is an essential skill for anyone working in grant writing, as it can help build relationships, engage reviewers, and secure funding.
Instructional Designer
Instructional Designers develop and deliver training programs for employees, students, and other learners. They work closely with subject matter experts to develop training materials that are effective, engaging, and accessible. A course in storytelling can help Instructional Designers develop the skills they need to create effective and persuasive training materials that resonate with learners. Storytelling is an essential skill for anyone working in instructional design, as it can help build relationships, engage learners, and promote learning.
Librarian
Librarians help people find and use information. They work in a variety of settings, including public libraries, school libraries, and academic libraries. A course in storytelling can help Librarians develop the skills they need to create effective and persuasive presentations that resonate with audiences. Storytelling is an essential skill for anyone working in librarianship, as it can help build relationships, engage patrons, and promote literacy.
Teacher
Teachers help students learn. They work in a variety of settings, including public schools, private schools, and charter schools. A course in storytelling can help Teachers develop the skills they need to create effective and persuasive lesson plans that resonate with students. Storytelling is an essential skill for anyone working in teaching, as it can help build relationships, engage students, and promote learning.
Salesperson
Salespeople sell products or services to customers. They work in a variety of settings, including retail stores, offices, and over the phone. A course in storytelling can help Salespeople develop the skills they need to create effective and persuasive sales presentations that resonate with customers. Storytelling is an essential skill for anyone working in sales, as it can help build relationships, engage customers, and close deals.
Customer Service Representative
Customer Service Representatives provide assistance to customers. They work in a variety of settings, including call centers, retail stores, and online chat. A course in storytelling can help Customer Service Representatives develop the skills they need to create effective and persuasive responses that resonate with customers. Storytelling is an essential skill for anyone working in customer service, as it can help build relationships, resolve issues, and promote customer satisfaction.
Recruiter
Recruiters find and hire new employees for companies. They work in a variety of settings, including corporate offices, staffing agencies, and online job boards. A course in storytelling can help Recruiters develop the skills they need to create effective and persuasive job descriptions that resonate with candidates. Storytelling is an essential skill for anyone working in recruiting, as it can help build relationships, attract top talent, and fill open positions.
Event Planner
Event Planners plan and coordinate events, such as conferences, weddings, and parties. They work in a variety of settings, including hotels, event venues, and corporate offices. A course in storytelling can help Event Planners develop the skills they need to create effective and persuasive event proposals that resonate with clients. Storytelling is an essential skill for anyone working in event planning, as it can help build relationships, attract clients, and book events.

Reading list

We've selected five books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Storytelling in the Workplace.
Provides a comprehensive overview of storytelling in the digital age, with a focus on how to use storytelling to engage audiences and achieve business goals.
Provides practical advice on how to craft and deliver effective stories.
Examines the evolutionary and psychological reasons why humans are drawn to stories.

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