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Organisations need a strong strategic narrative to define who they are, what they stand for, and where they are going. Stories help communicators to simplify complexity and to define their priorities. A strong, persuasive narrative helps you to influence public conversations in mainstream media and on social media, so that your story is told authentically by others. In this masterclass, you will learn what a strategic narrative is, how it can improve your communication, and how to craft an impactful narrative in line with your organisation’s objectives.

Dr Fielding is an expert in strategic communication and its influence on journalism, with a professional background in marketing and communications, and PhD in political communication. Fielding’s research is interested in the way groups compete for positive attention in the news media, and journalism’s influence on democracy.