If you’re a PR or marketing professional that’s ready to stop waiting for the perfect story and ready to start creating one, this new interactive workshop is for you!

The PR Club proudly brings together two complementary perspectives on the craft of communication. The session will open with a short presentation-style discussion exploring the difference between storytelling and story-making, and how PR professionals can move beyond simply finding and telling stories, to helping organizations create compelling stories worth telling. We’ll also dig into the mechanics of strong writing, including how to craft a narrative, sharpen a message, inject emotion, and say more with less. We’ll also explore the role of AI in the context of good writing discipline.

Then it’s your turn to put what you’ve learned into practice. Participants will break into small groups and be challenged to outline a compelling story from a real-world prompt. Working alongside the speakers, groups will develop their ideas, pressure-test their messaging, and refine their work through live feedback and coaching.

Part panel, part hands-on workshop, this dynamic session is designed to give PR and marketing professionals new ways of thinking about the role of storytelling in our industry and practical tools they can implement in their own work. This event will follow the below agenda:

• Best Practice Overviews (20 minutes)
  • Michael Dowding will discuss writing fundamentals and how AI factors into the equation
  • Adam Ritchie will showcase the classic Hero’s Journey and walk attendees through his “Emotional Dartboard”
• Exercise One (30 minutes)
• Reconvene / Transition (10 minutes)
• Exercise Two (30 minutes)
• Reconvene / Conclude (10 minutes)

You won’t want to miss this hands-on experience offering the opportunity to truly learn by doing. Grab your tickets here, because space is limited!

Meet Our Experts:

• Adam Ritchie, Principal, Adam Ritchie Brand Direction
• Michael Dowding, Owner & Principal, Wordscape Communications, Inc.