Creating Shared Understanding and Alignment Part 2: How to Tell Your Corporate Story

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Creating Shared Understanding and Alignment Part 2: How to Tell Your Corporate Story

July 14, 2021 @ 7:00 am - 8:00 am AEST

Storytelling is one of the hottest communications skills. But there’s a particular type of story that needs far more attention than it currently gets… your corporate story.

Your corporate story conveys the heartbeat or DNA of your organization: in essence who you are, where you’re going, and how you’ll get there. It’s the most important story you can tell because it needs to unite people and anchor everything they say and do.

Your corporate story needs to be incredibly simple because people need to get, buy, share and, ultimately, live it. Unfortunately, it’s also notoriously hard to craft for two reasons:

The need to work with Executives, analysts, and strategists, understand their often complex thinking, add to the discussion, and demonstrate your value.
The need to balance the sheer number of stakeholders, viewpoints, and vested interests involved.
Session Takeaways:

  1. Should I become part of my organization’s strategy conversation and, if so, how?
  2. What should a good corporate story sound like and what elements should it contain?
  3. What should a good corporate story look like?

Presenter / Zora Artis, GAICD, SCMP, FAMI, CPM, is Australia’s leading alignment, brand and communication strategist, working with boards and executives to unlock value in their organizations, people and brands to drive performance. She is the CEO of Artis Advisory, the Immediate Past Chair of the IABC Asia Pacific region and the IABC global executive board, and Vice Chair of the IABC World Conference 2021.

Artis has almost three decades in business, marketing, communication, advertising and branding, and has worked with a breadth of private, public and non-profit organizations, including AB InBev, adidas, Aurecon, AusNet Services, AIA Australia, A2 Milk Company, GSK, LendLease, Weir Group, Marsh and the Victorian Government.

Her communications work has been recognised globally with IABC Gold Quill Awards. She is also a judge for the IABC Gold Quill Awards, Australian Marketing Institute Awards, IAP2 Core Value Awards, and WARC/Cannes LIONS Awards for Effectiveness.

Presenter / Wayne Aspland is a writer and communicator with more than 15 years’ experience in corporate, leadership and internal communications (including Head of Function). He has also lectured in communications at Deakin University, and is a past member of the IABC Victoria Board and the current director of the IABC APAC Region Board.

Wayne has been intensely interested in alignment comms for over ten years. He has created one-pagers and alignment comms strategies for several large companies. Together with Zora Artis, Wayne has also published two significant papers on the subject:

  • Strategic alignment: how communicators can change the face of leadership (2018)
  • The road to alignment (2021)

Date: 14th July 2021

World clock:

2:30am IND
5am SGT
7am AEST
9am NZT

IABC Members Register


July 14, 2021
7:00 am - 8:00 am AEST
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