How to breakthrough and earn influence for your business
Information is not communication, but time after time business leaders fail to achieve their objectives by relying on rational arguments when it is powerful human stories that win every day. We see the impact in a crisis, in political campaigns and in the decisions journalists make about how they create the news and what truly influences an audience. It’s time to rethink how we communicate and put storytelling first.
What you will learn
Stories are the most powerful communications platform because they are irresistible, believable and unforgettable. Participants will be given a deep dive into the DNA of storytelling; practical advice on how to build winning stories using Weber Shandwick Canada’s proven four step process; and review case studies of how storytelling was used to build brands, protect brands, and change society.
We will also look at how storytelling has changed in a digital world and how today’s stories can be unpacked and optimized across multiple channels to engage an audience and drive business success. Along the way we explore the new rules of influence we must embrace and the old rules that never change. Lead with story and you lead the conversation.
President of Weber Shandwick Canada
Greg provides strategic oversight to Weber Shandwick’s Canadian offices and is a member of the agency’s North American leadership team. Greg specializes in developing strategic narratives for corporations and C-Suite executives that include storytelling agendas, executive equity programs, strategic messaging and media interview training.
Greg is the most senior crisis and issues management expert in the Canadian business with a strong track record advising executives across Canada. In his 30-year career Greg has been a broadcast journalist, brand marketer and agency leader.
Greg holds a Bachelor of Arts in sociology from McGill University and a Bachelor of Journalism with High Honours from Carleton University. Greg is on the board of the McLuhan Centre for Culture and Technology, Factory Theater, JFL42 and Canfar.