The Power of Storytelling in Public Diplomacy

Each session is taught by leading scholars in the field and who have extensive experience in professional training programs. Sessions are designed for dialogue and discussion among participants so your direct experiences are forefront in the program.

Course Structure

Classes will take place at the USC Office in DC at 701 Pennsylvania Ave., NW, Suite 540, Washington, DC 20004.

Course Descriptions


10:00am-12:00pm     Module 1 | Narrating Public Diplomacy
This class reviews narrative, structure, cross-cultural communication for the public diplomacy practitioners.

Lunch provided by CPD

1:15pm-4:15pm     Module 2 | Story Design in Entertainment

Explore storytelling strategies commonly used in popular entertainment for public diplomacy planning and implementation.


9:00am-12:00pm      Module 3 | Engaging Your Audience Through Multimedia Storytelling

Introduction of multimedia storytelling tools and techniques for public diplomacy programs. 

Lunch on own

1:15pm-4:15pm     Module 4 | Creating Social Stories
In this hand's on session, participants will create their own digital story based on a case/campaign of their choice.


9:00am-12:15pm     Module 5 | Narrative Branding
This session covers the foundation of strategic branding using narratives, including differentiation, positioning, and social brand engagement. Participants are led through several examples showing the storytelling of successful brands. Fundamental principles of narrative branding are presented and traditional and social media approaches explained. 

12:15pm-1:30pm     Closing session | Closing Remarks and evaluation