Persuasive Storytelling

"The trainer was excellent, their knowledge and presentation was great".


Storytelling is a proven technique used by authors, journalists, and thinkers which can have a dramatic impact on the way you and your organisation communicate.

This course shows participants how to move beyond data, ‘facts’ and information and harness the power of ‘Storytelling’ in order to become more efficient and effective in all their communications.

Participants will be able to think, speak, and present data and information in stories and not catalogues. They will be able to put together an engaging story, from developing insightful content to writing stories that flow and are succinct.

Key Training Features

Who Can Attend

Learning Outcomes


Key Training Features:

  • An understanding of how the story framework shapes human interaction
  • Techniques to develop a collective purpose that motivates team members
  • Opportunities to practise the application of tools and techniques

Who Can Attend:

  • Senior leaders, speechwriters and directors
  • Also, anyone who has to write and/or present material or give speeches
  • Anyone who is involved in the production of communications material (internal or external)
  • This who regularly have to present data and research and find that their messages are not landing

Learning Outcomes:

  • Participants will have a firm grasp of how to put together powerful, compelling communications/documents/speeches/emails that will effectively communicate their message and better persuade their audiences.




10:00 - 16:00


£595 + VAT


Civil Service College, Westminster, London


Virtual 16 July 2024 Book6

Face to Face 19 September 2024 Book8

Virtual 4 December 2024 Book8

In-House Option

This course is available In-House and can be tailored to meet your individual training requirements.


Lead Trainer

John-Paul Cherrington

John-Paul Cherrington

After earning degrees in English Literature and Theatre Directing, John-Paul Cherrington spent 20 years in theatre, producing and writing various shows, including the first "Horrible Histories: Live on Stage." He has taught acting, managed performing arts departments, and holds a PGCE in Adult Education. Since 2014, he shifted to politics, working on campaigns and writing for prominent figures. He also offers strategic support and public speaking coaching in various sectors.

Read Bio
John-Paul Cherrington

John-Paul Cherrington

After graduating in English Literature, and completing a master’s degree in Theatre Directing, he spent two decades producing, adapting, and writing an eclectic range of productions including accessible Shakespeare and the very first Horrible Histories: Live on Stage shows. He taught hundreds of acting students in colleges and drama schools across the country, managed four performing arts departments, and completed a PGCE in Adult Education.

Since 2014 he transferred his focus from theatre to politics, working on a number of political and educational campaigns locally, nationally, and internationally and writing articles and speeches for leading figures in a number of sectors. He provides strategic and operational support, and public speaking coaching to professionals in the corporate, charity, and public sectors including political candidates and serving politicians.

Training Catalogue

Complete Training Catalogue
Jan - Dec 2024

Tailored in-house training

Civil Service College can deliver In-House training within your organisation that is exactly tailored to meet your individual training requirements.

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