Bradley Akubuiro discusses his new book, "Faster. Messier. Tougher.," and the value of storytelling in crisis communications.

Higher Ed Story Talk Where each week, one marketer answers one question about storytelling on campus. This week, let's hear from Bryce Hoffman, who is the vice president, chief marketing and communications officer at Worcester Polytechnic Institute in Worcester, Massachusetts. Q: What did you learn from a storytelling experiment your team tried that didn’t go as planned? At one of my previous institutions, we decided to collaborate with student creators who were active on TikTok for a brand...

Stephen Krupin reflects on his time as a speechwriter for President Obama and shares why storytelling remains critical to his work.

Higher Ed Story Talk Where each week, one marketer answers one question about storytelling on campus. We're traveling to Valparaiso, Indiana, this week to hear from Cortney McDonald, director of academic and admission marketing at Valparaiso University. Q: What’s one internal process that helps your team uncover strong stories consistently? One of the most reliable ways our marketing and communications team uncovers strong stories is through the relationships we have built with faculty and...

NBA agent Austin Brown shares why storytelling is 'the most important tool I have in my toolkit'

Higher Ed Story Talk Where each week, one marketer answers one question about storytelling on campus. This week, let's hear from Heidi Pitts, assistant director of digital marketing and media at Whitman College in Walla Walla, Washington. Q: What’s the most unexpected place you’ve found a great story on campus? Technically, the story wasn’t on campus at all — it was on the way to campus. A flight cancellation in Seattle stranded 15 new international students who were traveling to Whitman for...