Become a storyteller

Persuasion experts have known it for years, and neuroscience confirmed it: stories have power. Even children understand that stories move us more deeply than facts alone. Today, this form of communication is being rediscovered—by marketers, communicators, and leaders alike.

It’s a powerful opportunity for companies, brands, and executives.

Yet what comes naturally to authors and screenwriters can be a challenge for leaders. Petra Sammer—communications consultant and author of the bestselling book Storytelling—shares the key ingredients and critical touchpoints of effective corporate and brand storytelling. She reveals the narrative building blocks that make stories resonate, tailored to the needs of businesses and leadership.

Storytelling is a skill you can learn—whether for marketing, PR, sales, or your personal presence. Take a closer look at the seminars and see how they can elevate your message.

The appetite for compelling stories is growing.
Opinion leaders and influencers are actively seeking strong narratives. Social media users crave content they can share. And customers want to be both informed and entertained through engaging stories. This presents a powerful opportunity for companies, brands, and the storytellers behind them.

In the seminar "Learn from Hollywood", Petra Sammer explores the art and craft of storytelling, tailored specifically for marketers and PR professionals. She demystifies the concept, presents effective frameworks for corporate and brand storytelling, and guides participants in discovering the stories that truly resonate. Best practice examples—from both B2C and B2B sectors—offer concrete inspiration for your own communications.

More than a hundred companies, associations, and agencies have already booked this seminar—as a keynote or workshop—with consistently positive feedback. Let yourself be inspired to bring more storytelling into your marketing.

 Seminar Topics:

• Are we speaking the same language? Definitions and impact mechanisms of powerful stories

• The building blocks of successful storytelling

• Heroes, conflict, and emotion – the neuralgic points of corporate storytelling

• Visual storytelling – the power of narrative imagery

• Digital storytelling – from story to story universe: strategies for transmedia storytelling

• Modern storytelling formats – interactive, immersive, and experimental approaches in marketing and PR

• Smarter and more creative – how to use AI tools effectively for storytelling: tips & prompts

Who is it for?
This seminar is perfect for anyone looking to gain a solid introduction to storytelling, understand the core techniques of narrative communication, and find inspiration to integrate storytelling into their own marketing and PR work.

Available Formats: Keynote | Half-day course | Full-day seminar | Workshop | Online webinar

Stories create identification, define narrative spaces, and provide meaning. Storytelling is essential for brand management—and the tools required for it go by many names: core story, brand narrative, positioning, differentiator story, founder’s tale, elevator pitch, and more. The narratives and plots behind them are not products of chance, but carefully crafted stories designed to offer audiences—customers, employees, stakeholders—a coherent and authentic image of a brand’s identity.

This seminar introduces the core principles of strong brand storytelling and shows how to apply them to your company or brand—laying the foundation for competitive positioning and powerful communication.

Seminar Topics:

• Clarifying key terms: positioning, narrative, core story, plot, and narration

• Defining your core story

• Understanding your audience: target groups and their fundamental needs

• Creating relevance: identifying insights and practicing journalistic storytelling

• Story workshop: applying the structural principles of compelling brand stories

• Finding your material: researching and shaping authentic narratives

• From core story to story universe: strategic planning in brand communication

Ideal for: Brand managers, press officers, and PR professionals working with strong corporate or product brands

Available Formats: Half-day course | Full-day seminar | Workshop | Online webinar