To Pulitzer Prize-winning author Jonathan Eig, everyone’s a storyteller. Some just have more of a knack for it. Jonathan is one of those people.

Higher Ed Story Talk Where each week, one marketer answers one question about storytelling on campus. This week we're talking with Christian Ponce, executive director of university marketing at Indiana State University in Terre Haute, Indiana. Q: What’s a common storytelling mistake you see in higher ed, and how would you fix it? Ensuring the character in the story is the right one. Universities should never put themselves as the hero. That’s a misstep. I saw a school that regretfully...

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...