Storytelling Mixte : présentiel / à distance

At the end of the programme, participants will be able to: 

• Design strategic messaging tailored to different target audiences.
• Analyse an organisation's positioning, identity and values in order to develop a coherent narrative.
• Build and deploy a corporate storytelling strategy aligned with the company's communication objectives.
• Adapt messages to different communication channels, including print and digital press, social media, corporate communications (written and spoken).
• Coach spokespersons to embody a narrative in an authentic and impactful manner.
• Speak with confidence during interviews, conferences and sensitive situations.
• Develop storytelling strategies suited to international and multicultural environments.
• Identify and create narrative synergies between different organisations or brands.
• Develop communication strategies that integrate business and reputational challenges.
• Respond and communicate effectively in times of crisis.
• Assess and measure the impact of storytelling in media coverage. 

• Communication and Marketing Managers
• Media Relations and Public Affairs Managers
• Spokespersons and executives who regularly engage in public speaking
• Communication Consultants 
• Professionals wishing to move into strategic and corporate communication roles 

• Professional English proficiency: B2 level minimum
• Minimum of five years of professional experience 
• Work in, or have regular contact with, multinational companies or international/multilingual environments
• Have worked in, or been exposed to, the fields of communication, marketing, public relations or public affairs

Participants will be required to sign a strict non-disclosure agreement. 

85 teaching hours over approximately 4 months + group work and self-study.

The programme is delivered through a combination of live online and face to face sessions:

• Mondays and/or Wednesdays, from 6:00 pm to 9:00 pm (live online)
• 3 Saturdays, from 9:00 am to 4:00 pm, held onsite at The Honourable Merchants Group offices in Nyon or onsite in Zurich
• Assessment: 1 Friday evening and 1 Saturday at the end of the programme

Please note: Should exceptional circumstances arise, or where specific organisational requirements require, the Institute reserves the right to schedule certain sessions outside the above time slots.

In addition to the theoretical and practical knowledge gained throughout the programme, participants benefit from the following advantages:

• Collaboration with The Honourable Merchants Group
• Exclusive masterclasses
• SAWI Student Card
• First national programme in Switzerland (French- and German-speaking regions) entirely dedicated to corporate and strategic storytelling
• Contributions from experts working in leading multinational companies and international organizations
• A hands-on learning experience based on real-world communication, reputation management and crisis communication case studies
• A unique curriculum combining storytelling, strategic communication, media relations, reputation management and crisis communication

The SAWI Diploma in Storytelling is awarded upon successful completion of the following requirements:

• Attendance : a minimum attendance rate of 80%
• Successful completion of the final assessment : an individual 20-minute oral presentation and a group30-minute oral presentation.

Participants who do not meet these requirements will receive a Certificate of Attendance, indicating the number of training days completed.