Overview

Stories are interwoven into every part of our organisations.  They are vehicles to share knowledge – of process, of principle and of who we are.  They can provide ongoing feedback on organisational culture and morale, as well as offer opportunities for improvement.  They illuminate possibilities to build brands and provide better customer services.

Collecting and listening to stories, however, requires particular skills that do not come naturally to most communicators.  Nor is it something that everyone can pick up from a manual. This workshop will give participants practical advice and experience in using these techniques, along with feedback to guide them in using them effectively, including:

• Two powerful techniques that effectively elicit stories from just about anyone
• Pitfalls to avoid in capturing stories
• How to tackle complex issues based on lessons from the stories

Who should attend?

Anyone wrestling with complex problems such as:

• creating culture change
• increasing customer loyalty
• building trust
• capturing the knowledge of retiring employees
• extracting lessons from projects
• improving service
• managing customer relationships

Benefits of attending

After a full day of instruction, practice and feedback, you will have the confidence and knowledge to apply these powerful techniques within your organisation.

Content outline

• Collecting stories using metaphor and imagery

  • Find out techniques to:
    • Go beyond survey results and understand what's really going on in your organisation
    • See how critical moments in the organisation’s history are viewed by others
    • Engage customers in new ways of thinking about the organisation and brand
      
      
• Eliciting examples and knowledge buried in the organisation
  • Learn techniques to:
    • Discover rich examples of real-life behaviour – both healthy and unhealthy
    • Identify potential turning points in relationships and processes
    • Help people understand and make sense of abstract concepts like “leadership”
    • Gather data to inform and influence senior decision-makers
      
      

• Planning and implementing story-collecting programmes

  • Discover tips and guidelines on introducing programmes, including
    • Where to listen
    • How to listen
    • Which tools to use when
    • How to capture stories

About the trainer

Tony Quinlan is a business alchemist who has spent 20 years shaping communications and change programmes.  Founding Narrate in 2000, he’s spent over 8 years developing narrative and story-based interventions for blue chip companies, international aid organisations and government departments.
The author of the narrative tools chapter of the recent Melcrum Employee Engagement guide, he writes regularly on branding, culture, change, communications and leadership.

 

Today he is a keynote speaker, expert facilitator and international consultant.  But he’s also been a radio presenter, actor, software programmer, TV tuner, radar designer and lift attendant.  Needless to say, he’s got stories about all of them.

 

Registration information

Pricing

Melcrum Members: £495 per person

Non-members: £545 per person

Please note: there is a £50 discount for all online bookings.

To be a Melcrum member you must be a subscriber to Strategic Communication Management or a member of the Internal Comms Hub.

3 Easy ways to register:

1. Register online using the links above
2. Call us on +44 (0)208 600 4670
3. E-mail us at training@melcrum.com