PRIA PD: Storytelling to Inform, Inspire and Influence - Brisbane

Stories are an essential part of communication and have the power to influence the perception of your organisation, ideas, products or services.The challenge for professional communicators is to uncover and create compelling stories that make a lasting impact.

This PRIA PD on Storytelling to Inform, Inspire and Influence will uncover concepts and techniques that will enable you to:

  • Find stories that support organisational messages and make them stick
  • Understand the style differences between spoken and written stories
  • Choose the right storytelling style to build rapport with your audiences
  • Bring your stories to life with vivid imagery and detail
  • Use literary devices — such as similes, metaphors and analogies — to communicate complex ideas and be remembered
  • Balance emotion, logic and authority to boost the effectiveness of stories
  • Leave a lasting impression by creating compelling endings
  • Authenticate stories to avoid the pitfalls of fake news and urban legends
  • Develop a framework to generate compelling stories in the future.

Storytelling will give you:

  • Increased personal or organisational influence and trust through powerful stories
  • Greater rapport with diverse audiences
  • Enhanced inspiration for individuals and teams
  • Increased memorability and longer lasting impact of your messages
  • Greater ability to show how you, your organisation or clients provide value
  • More engaged and inspired stakeholders
  • The ability to create better stories in less time.

The interactive workshop will draw on the experience of participants to boost your ability to create effective stories for your organisation or clients. Course materials, including a workbook, are included.


Michael Gladkoff started his communication career in the mid-1980s. Since 2004, he has been developing stories for leading organisations across Australia in business, state and Commonwealth government, health, and education sectors. He has provided communication services and training to corporations and not-for-profit organisations including Amcor, ANZ, Bendigo Bank, Carlton United Breweries, CSL Ltd, Electrolux, Harvey Norman, Institute of Chartered Accountants, James Cook University, NRMA, Siemens Ltd, Australian Red Cross, American Chamber of Commerce in Australia and Professional Speakers Australia.


PR & Communication practitioners who are currently in the AQF L7 Emerging Practitioner stage wanting to progress to the AQF L8 Managerial stage (see Professional Framework). It would also be suited to any managerial stage practitioners who want to refresh their skills or to learn new techniques and trends.


Theories of communication knowledge; Communication practice knowledge; Client knowledge; Sector knowledge; Persuasive writing; Creativity; Oral communication; Learning; Listening;


Venue: Hotel Sofitel Brisbane, 249 Turbot St, Brisbane City QLD 4000

Date: Friday 24 March 2017

Time: 8.30am for 9.00am start. The event will conclude at 5.00pm

Cost: Members $499, non-members $699

CPD Points: 8

Limited places available: Please book as soon as possible as there are limited places available

Terms & Conditions

Please read the PRIA Cancellation and Refund Policies and PRIA general event terms and conditions before registering.

PRIA event tickets can only be purchased online via credit card payment in advance. Members are required to log into PRIA website to obtain the appropriate discount and to ensure continuing professional development points are tracked.

If you wish to purchase group (more than five) event tickets and require direct deposit details please call (02) 9331 3346 or email Note that cash or credit card payment at an event is no longer available.

Event Location: Hotel Sofitel Brisbane
Registrations Open: 13th Feb 17 12:00 AM
Registrations Close: 22nd Mar 17 11:59 PM
Price: AU $ 699 (Inc. GST)
Places Available: 4


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