The Shape of Successful Storytelling

The driving force behind mass movements, new ideas, and growing businesses

July 20, 2017 9 a.m.–5 p.m. EDT
New York
New York, N.Y.

Register by May 12 to save $50 with our Early Bird Discount!

Full Price: $665
Members: $565

Categories: Branding, Communication Strategy, Emerging Trends, Techniques & Tactics, Writing

Register by May 12 to save $50 with our Early Bird Discount! Standard rate of $615 for PRSA members / $715 for nonmembers after May 12.

A clear message can create understanding, but it takes a compelling story to inspire action. For thousands of years, stories have been the driving force behind mass movements, new ideas, and – now – growing businesses. Beneath the most successful stories, regardless of their authors or their content, lies a common set of structural elements that grab audiences’ attention, hold it, and transform it into enthusiastic support.

This session will draw on storytelling best practices from Aristotle to the present, uncover the shape of successful storytelling, and build the backbone of a story that can move colleagues, clients, and the public at large to action.

By the end of this course, participants will be able to:

• Understand what human tendencies make storytelling an effective form of communication
• Understand the structural elements that successful stories have in common
• Develop a successful story to move people in support of their own ideas and goals

Who should attend this workshop?

Those responsible for getting others to understand and believe in their ideas, whether leading a team, representing an organization, or pitching a client.


Adam Tiouririne, senior fellow, Logos Institute

Photo of Adam Tiouririne Tiouririne advises leaders, from Fortune 500 CEOs to startup founders, on high-stakes communication. He has coached hundreds of executives for their biggest moments – television interviews, congressional testimony, investor meetings – with his colleagues at the Logos Institute for Crisis Management and Executive Leadership. He regularly lectures at New York University, where he studied Economics at the Stern School of Business.

Tiouririne also analyzes high-stakes communication, including for Bloomberg Politics coverage of the 2016 US presidential election. From the opening debate to the inauguration speech, he helped break down Hillary Clinton’s ‘matador’ strategy, Donald Trump’s use of pronouns, and more. His forthcoming book, Trumpish, quantifies how Trump’s unique language made him president.

And sometimes Tiouririne does high-stakes communication himself, as the announcer for the 15,000-runner Illinois Marathon and other sporting events.


Participants earn 2.0 APR Maintenance Credits for a one-day course. Learn more about Accreditation maintenance.