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Description

Storytelling: Building a Narrative, Embodying a Message and Engaging Your Audience

Two days to turn a professional message into a story people remember and retell in their own words

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Corporate messages tend to circulate as lists of arguments and figures. They are accurate, yet they leave no trace: nobody repeats them the following day. Communication professionals and managers observe this loss of impact without having a method to address it.

This 14-hour programme covers the construction of narratives that serve a professional message. Participants learn to identify the narrative material already available within their organisation, to select a story structure suited to their intent, to build credible characters and to verify that the message remains clear. All outputs are developed using real cases brought by the group.

Learning objectives

  • Identify usable narrative material within your organisation
  • Select a story structure suited to your communication intent
  • Build a credible character and obstacle for a professional subject
  • Write a short and a long version of the same narrative
  • Verify that the intended message remains identifiable once turned into a story

What makes this programme different

Every participant leaves with a written narrative in both a short and a long version
A bank of narrative structures tested on the subjects brought by the group
A systematic check of the gap between the narrative produced and the original message

Programme

1Finding the Material

What Is Already Being Told Within an Organisation

  • Identifying sources among clients
  • frontline teams and discontinued projects
  • Distinguishing between anecdote
  • testimonial and structured narrative
  • Gathering concrete elements that can be used without embellishment
  • Selecting material consistent with the intended message

2Structuring the Narrative

Situation | Obstacle | Turning Point

  • Setting up a clear opening situation
  • Introducing an obstacle that engages the reader
  • Building the turning point
  • Choosing between chronological narrative and starting from the ending

3Embodying and Writing

Characters | Voice and Detail

  • Building an identifiable character without caricature
  • Choosing the point of view and narrative person
  • Using concrete detail to make a scene credible
  • Writing a short version within a set character count

4Telling the Story Aloud and Publishing It

From Text to Format

  • Moving from a written narrative to a spoken delivery
  • Adapting the narrative to short publication formats
  • Checking consistency between the narrative and the reality of the organisation
  • Spotting narratives that can backfire on the sender

Who is it for

Communication professionals · marketing managers · team managers and project owners who need to convey a message both verbally and in writing.

Prerequisites

No prior knowledge required

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.