How to influence with words: a guest training lecture by communications expert Kateryna Barysheva
On May 8, 2025, students of International European University took part in the guest training lecture: Influencing with Words: Storytelling in Marketing held in an extremely dynamic and practical format.
Expert of the event – Kateryna Barysheva: (https://www.facebook.com/Barysheva.Kateryna/)
Coordinator for Community and Partnership Development of the SDA-EDGE Project at the Office for Support of Changes at the Ministry of Defense of Ukraine,
Head of Communications at Sahaidachnyi Security Center,
speechwriter and specialist in efficient communications and public speaking.
What was discussed?
Participants figured out how well-known brands establish their communication using the power of storytelling:
• Apple sells not just phones but a sense of specialness and imaginary freedom;
• Netflix fascinates with emotional hooks even in a simple description of a series;
• Nike has turned into a global symbol due to the power of storytelling;
• TED Talks have become a benchmark for effective, inspiring, and memorable speeches.
In the format of practical training, attendees tried to present their stories in a way that touched the heart, not just the mind.
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