In today’s fast-paced world, storytelling is one of the most powerful tools a brand, organisation or individual can use to strengthen reputation. Impactful storytelling creates a cohesive narrative that resonates deeply with audiences, builds trust, and connects seamlessly across channels. When done authentically, it fosters meaningful connections that amplify brand perception and loyalty.
This masterclass will help you define and refine your unique story. Together, we’ll explore the key question: “What do you want your audience to remember?” While your message may shift depending on the audience, understanding your core story — the part that should always remain constant — is essential to building credibility and consistency. You’ll learn how to align your storytelling approach with audience expectations to craft messages that reinforce and strengthen your reputation across all platforms.
Great storytelling is both an art and a discipline. In this interactive masterclass, you’ll discover techniques to sharpen your narrative, focus on what truly matters, and keep your story audience-centred. Through hands-on exploration of popular apps and case studies of leading brand storytellers, you’ll learn how to stay ahead of digital trends — from TikTok to LinkedIn and beyond.
By the end of this two-day experience, you’ll walk away with a practical plan to integrate storytelling holistically into your brand strategy — future-proofing your approach to reputation management and audience engagement.
About the facilitators
Dr Katharina Wolf
Katharina is the lead of the public relations program at Curtin University. Katharina has 20 years of communication and media experience, as an educator and practitioner. Her industry experience encompasses communication and research roles in Germany, Spain, the United Kingdom and Australia. Her research interests focus on community advocacy, civic engagement, diversity and employability.
Katharina is the Chairperson of the Public Relations Institute of Australia’s (PRIA) national Education Committee, a former President of the Public Relations Institute of Australia (WA Chapter) and national Board member. She is a regular judge of the PRIA Golden Target Awards for excellence in communication. Katharina is a Fellow of the Public Relations Institute of Australia and a member / Accredited Practitioner of the Chartered Institute of Public Relations (CIPR). Katharina holds a first class honours degree in Media and Communication Studies & Spanish Studies from the University of Wolverhampton, a MA Public Relations from Manchester Metropolitan University and a Doctor of Philosophy from Murdoch University.
Dr Bridget Tombleson
Bridget Tombleson is a Senior Lecturer at Curtin University with more than twenty years of experience in public relations across corporate, agency, and government sectors. She recently completed her doctorate, Transmedia Learning as a Learning Model for Work-Integrated Learning: A Public Relations Case Study (2025). Bridget blends her expertise in PR with a passion for digital storytelling, creating engaging, technology-enhanced learning experiences that connect students with industry and real-world impact. Her teaching and research focus on transmedia storytelling, digital PR, sustainability, and the scholarship of teaching and learning. She is an author of the book Digital Storytelling for Brands, published by Sage.