M.S. in Strategic Communication Speaker Series: How Organizations Use Strategic Narrative to Shape Culture, Brand, and Reputation

Date

Mar 06, 2018 - 6:00 p.m. to 8:00 p.m.

Location

Columbia University, Faculty House (116th St. bet. Amsterdam and Morningside Dr.), Skyline Ballroom

Join the M.S. in Strategic Communication Program at Columbia University’s School of Professional Studies for a discussion and reception with John Seaman, the Founder and Principal of Saybrook Partners.

At a time of disruptive change across industries and declining trust in institutions of all kinds, when much of what we thought was settled now seems open to debate, how can companies develop messages that are nonetheless authentic, fact-based, and indisputable?

For many organizations, the answer lies in something no one else has: their own story. Not the story that goes on their About Us page, but the one that explains who they are, where they’ve been, what they’ve learned along the way, and how all of this shapes the values they hold, the mission they embrace, and the strategy that will take them there. This is the kind of story—their “strategic narrative”—that companies can use to frame a vision for the future and rally the support they need to realize it.

This presentation will use a mix of theory and case studies to show:

  • why narrative is such a powerful tool for imparting knowledge and building trust;
  • how companies go about constructing a strategic narrative;
  • how this narrative and the stories embedded within it (founding myths, remembered events, survival tales, impact stories) can be used to engage and connect with key stakeholders inside and outside the organization; and
  • how companies adapt these stories to different formats and channels.

Space is limited; please RSVP by Wednesday, February 28, 2018.

For questions and further information, please contact Colleen Baldino at cb2942@columbia.edu.

Speakers

John Seaman, Ph.D., Founder and Principal, Saybrook Partners