Branded Storytelling: Creating Engagement in a Multichannel, Always-on World

Course Description:
The new communications landscape requires that everyone think like a media company.

According to the Pew Center Project for Excellence in Journalism 2013 State of the News Media report, "a continued erosion of news reporting resources converged with growing opportunities for those in politics, government agencies, companies to take their messages directly to the public."

Audiences are no longer held captive to marketing interruptions and the battle for attention is only won with a compelling narrative told over the right channels on a continuous basis. This requires organizations and brands to become transmedia storytellers where consistent stories and experiences are created and shared across many channels to the right audiences. We see this from forward thinking consumer brands like Oreo and we saw it from sophisticated political campaigns like Obama For America.

The best stories communicate the underlying value of brands in a meaningful, emotional and compelling way. This class will explore strategies for creating and implementing effective communication across a variety of channels -- including earned, owned and paid -- to harness the new people-powered communications landscape.
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