Communicate in a voice that's professional, engaging and inspiring.

The world is changing: people increasingly expect to be entertained, for things to be easily accessible and intuitive. We are increasingly bombarded by communications, but the cognitive limit of our brains means we have to filter what we take in. Data journalism and infographics recognise these trends, but is the research world keeping up? This highly practical and interactive workshop shows how to apply some of the fundamentals of good creative writing, storytelling and journalism to research presentations, reports, briefs and proposals.

Topics include:
  • Why  research needs to communicate more effectively
  • Balancing one’s left brain with one’s right
  • The tools of an effective storyteller
  • Knowing your audience
  • Defining your purpose & plot
  • Learning from journalists how to storyboard & simplify
  • Connecting with the audience through language & character
  • Visualising story & insight
  • Creating a communication brief


Learning outcomes

On completion, you will:

  • Improve your research communications by incorporating the fundamentals of creative writing, storytelling & journalism
  • Appreciate the importance of analysing & segmenting your audience
  • Be better able to connect your audience with your content... & you
  • Learn how to focus on the story, using data to support it, not complicate it
  • Understand the need to define your story’s purpose, plot & structure
  • Be better equipped to ‘spot the gorilla’ & ‘pass the elevator test’
  • Consider the importance of visualisation to memorable communication
  • Have played around with various storytelling, journalistic & creative writing techniques & approaches
  • Leave with tangible action plans that will make a real difference
Who will benefit?

Anyone, whether from the client or agency side, who would like to improve their written communication skills. Please note, however, that this workshop does not focus on elemental elements of writing such as grammar, spelling or punctuation!


09.00 - 17.30


"Informative and interesting."

Megan Strachan, MTM

02 December 2019


The Old Trading House, 15 Northburgh Street,London,EC1V 0JR

Daniel Wain runs Daniel Wain Consulting, specialising in creative & bespoke training, coaching and strategic learning & development (L&D) consultancy. Previously he was Worldwide Director of Learning & Development at Research International, responsible for designing and driving the company's L&D strategy across its global network. An experienced researcher and business developer, his clients have included Royal Mail, Audi, Boots, Virgin, Chanel, Next and BT. He is a Full Member of MRS, Equity, the Society of Authors and the Writers’ Guild of Great Britain, and a Chartered Fellow of both the Chartered Institute of Personnel & Development and the Royal Society of Arts. He is also a published playwright, and award-winning conference speaker & actor.

Additional Information

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