ABSTRACT
With a well-thought through strategy in place, its time to create engaging content that works for both the project and stakeholders. The chapter gives advice on creating written content – including house style and branding plus storytelling. The use of storytelling has grown in organisations in recent years. It helps people to remember facts and is simply more engaging than a list of bullet points. Compelling stories have a structure and the chapter draws on various theories and models to help the project communicator craft a compelling narrative for the project. There is a summary of key communication theories on which the communicator can draw to make their communication more effective as well as helping to explain why sometimes what looks like a clear piece of communication simply doesn’t work in the way it was intended!
