In this course you will explore how brand narratives not only share the values and vision of an organisation, but they also create a personal and emotional attachment with organisations as diverse as charities, sports clubs, consumer brands and government agencies. It will provide you with an overview of key theoretical, ethical and regulatory concepts in contemporary brand narrative development, especially as digital tools and the fragmentation of audience mean that brand narratives are now written and told via social networks and opinion leaders as well as traditional corporate storytelling channels. You will examine the media relations challenges of telling these stories in a cluttered digital and consumer environment where how a brand is communicated and the type of narrative woven around it can be central to capturing new stakeholders, obtaining funding for government or nonprofit organisations, and maintaining brand loyalty.