In today’s dynamic landscape, storytelling is a powerful tool that every brand, organisation, business, and individual can leverage to strengthen their reputation. The foundation of impactful storytelling lies in creating a cohesive narrative that resonates deeply with audiences, builds trust, and connects seamlessly across channels. When done authentically, storytelling can build deep connections that amplify brand perception and loyalty.
This masterclass is designed to help you define and refine your unique story. We’ll explore the core question: “What do you want your audience to remember?” This answer may vary by audience, but understanding your core message is essential to consistent, impactful storytelling. that should remain constant is critical. By exploring audience expectations and aligning your storytelling approach accordingly, you’ll be equipped to craft messages that strengthen and reinforce your reputation across all platforms.
Great storytelling is both an art and a skill. In this masterclass we’ll explore techniques for refining your narrative, “killing your darlings” to stay focused on what truly matters and keeping your story audience-centred. Through hands-on exploration of popular apps and analysis of successful brand influencers, you’ll learn how to stay ahead of digital storytelling trends. From TikTok to LinkedIn and beyond, this masterclass will empower you to tell your story authentically and effectively, creating a lasting impact on brand perception and loyalty.
By the end of this two-day experience, you’ll have a practical plant to integrate storytelling holistically into your brand strategy, futureproofing your approach to reputation management and audience engagement.
About the facilitators
Dr Katharina Wolf
Katharina is the lead of the public relations program at Curtin University. Katharina has 20 years of communication and media experience, as an educator and practitioner. Her industry experience encompasses communication and research roles in Germany, Spain, the United Kingdom and Australia. Her research interests focus on community advocacy, civic engagement, diversity and employability.
Katharina is the Chairperson of the Public Relations Institute of Australia’s (PRIA) national Education Committee, a former President of the Public Relations Institute of Australia (WA Chapter) and national Board member. She is a regular judge of the PRIA Golden Target Awards for excellence in communication. Katharina is a Fellow of the Public Relations Institute of Australia and a member / Accredited Practitioner of the Chartered Institute of Public Relations (CIPR). Katharina holds a first class honours degree in Media and Communication Studies & Spanish Studies from the University of Wolverhampton, a MA Public Relations from Manchester Metropolitan University and a Doctor of Philosophy from Murdoch University.
Bridget Tombleson
Mrs Bridget Tombleson is a Curtin University lecturer in public relations, with more than 20 years’ professional experience in media relations, issues and crisis management, and strategy development across government, corporate and consultancy roles in Australia and overseas. She’s currently working towards her PhD in transmedia pedagogy, looking at the ways students engage with new technologies, particularly social media.