Storytelling Program

Build strong storytelling skills in 4 months

With the Storytelling program at SAWI, you will master the fundamentals of strategic storytelling for corporate communication. The program can be completed alongside your job.

This course is taught in English.

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more than 20,000 alumni

This session is organized in collaboration with
THE HONOURABLE MERCHANTS GROUP

Storytelling

SAWI Lausanne & SAWI Zurich
Next session: from 09.11.2026 to 13.03.2027
85h over 5 months
Mondays and/or Wednesdays, from 6:00 pm to 9:00 pm (live online).

3 Saturdays, from 9:00 am to 4:00 pm, held onsite at The Honourable Merchants Group in Nyon or onsite in Zurich.

Assessment: 1 Friday evening and 1 Saturday at the end of the programme.
SAWI - Diploma
CHF 8'900.-
REGISTER NOW PERSONAL INTERVIEW

Shape Your Story. Own the Message. Elevate Your Communication.

Master the art of strategic storytelling to create authentic, distinctive, and high-impact corporate comunications.

Develop the skills to adapt your voice seamlessly across all channels, from day-to-day institutional communications to high-stakes crisis situations.

Learn storytelling in 4 months working on real partner projects

This unique SAWI Storytelling program allows you to learn in real-world conditions thanks to its collaboration with The Honourable Merchants Group.

For our participants, this is a unique opportunity to develop practical skills.

Benefits of the SAWI training program

  • First national programme in Switzerland (French- and German-speaking regions) entirely dedicated to corporate and strategic storytelling.
  • Contributions from experts working in leading multinational companies and international organisations.
  • A hands-on learning experience based on real-world communication, reputation management and crisis communication case studies.
  • A unique curriculum combining storytelling, strategic communication, media relations, reputation management and crisis communication.

What you will learn during your training program

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Module

Tools & Messaging

Positioning, brand identity and target audiences; message drafting; executive communication and public speaking.

Module

Communication Channels

Editorial channels and content strategy; spokesperson management; international storytelling; cross-cultural communication and organisational synergies.

Module

Media & Monitoring

Swiss media landscape; storytelling and media strategy; storytelling for business development; crisis communication; reputation management and media monitoring.

Module

360° Storytelling

Executive communication and media training; team leadership; storytelling for events.

What makes the SAWI qualification unique

  • Collaboration with The Honorable Merchants Group
  • Exclusive masterclasses
  • SAWI Student Card

By the end of your training, you will be able to:

  • Design strategic messaging tailored to different target audiences.
  • Analyse an organisation’s positioning, identity and values in order to develop a coherent narrative.
  • Build and deploy a corporate storytelling strategy aligned with the company’s communication objectives.
  • Adapt messages to different communication channels, including print and digital press, social media, corporate communications (written and spoken).
  • Coach spokespersons to embody a narrative in an authentic and impactful manner.
  • Speak with confidence during interviews, conferences and sensitive situations.
  • Develop storytelling strategies suited to international and multicultural environments.
  • Identify and create narrative synergies between different organisations or brands.
  • Develop communication strategies that integrate business and reputational challenges.
  • Respond and communicate effectively in times of crisis.
  • Assess and measure the impact of storytelling in media coverage.

Who is this training course aimed at?

This training program is right for you if:

  • You want to give your career new momentum
  • You want to acquire new knowledge and skills
  • You want to build a professional network

This training program is ideal for:

  • Communication and Marketing Managers
  • Media Relations and Public Affairs Managers
  • Spokespersons and executives who regularly engage in public speaking
  • Communication Consultants
  • Professionals wishing to move into strategic and corporate communication roles

Admission requirements and selection process

To be eligible, you must meet the following criteria:

  • Professional English proficiency: B2 level minimum
  • Minimum of five years of professional experience

You must also meet one of the following criteria :

  • Work in, or have regular contact with, multinational companies or international/multilingual environments
  • Have worked in, or been exposed to, the fields of communication, marketing, public relations or public affairs

Participants will be required to sign a strict non-disclosure agreement. 

Schedule a personal consultation

Your instructors

To provide you with the highest quality of teaching, we have selected experienced experts working in leading multinational companies and international organizations in Switzerland. Throughout your program, you will benefit from the expertise, and valuable insights of top-level instructors in their field.

SAWI, the Swiss reference for professional education in marketing, communication, and sales since 1968

With over 20,000 trained participants since 1968 and success rates among the highest in the market, SAWI is one of the best ways to build a successful career in sales.

By training at SAWI, you do more than just develop strong professional skills. You also become part of an exclusive network with alumni working in prestigious companies.

In addition, SAWI is eduQua-certified, the leading Swiss quality label for continuing education institutions.

Our alumni work at these companies​

This training program includes:

CHF 8'900.-

A deposit of CHF 250 is required upon registration. This amount will be deducted from the total cost of the training program.

  • Preparation for the SAWI Diploma in Storytelling
  • Guidance from experienced expert instructors
  • Access to a prestigious network

Funding opportunities

Your preparation for the SAWI Diploma in Storytelling can be supported by various financing options. Contact our education advisors to learn more.

Your course at a glance

A top-tier training program in Switzerland

The program that gives you all the keys to develop your ability to craft distinctive messages, adapted to different audiences and communication channels.

Access to a prestigious and exclusive network

You benefit from SAWI’s strong reputation and gain access to our exclusive network of alumni, companies, and partners.

In just 4 months, alongside your job

Our program is designed so you can acquire all the necessary skills in just 4 months, even while working full-time.

Sign up now and build a career you will be proud of

Experienced instructors will support and guide you throughout the entire training program.

What our learners say

« This module significantly expanded my knowledge and provided valuable new insights. The content is diverse, and the training materials are clear, well presented, and easy to understand. »

Alessia Russo -EN

« The course offers practical, results-driven content through a clear, structured, and progressive learning approach. The trainer’s expertise shines through engaging activities such as role-playing, quizzes, self-assessments, and personalized feedback, all of which foster active participation. The emphasis on hands-on practice and continuous feedback makes it easy to retain and apply new knowledge. »

Ardiana Pira -EN

« The presentation slides are clear, and the training materials are concise and well organized. I particularly appreciated the hands-on training through a practical team-based case study, which made it easy to apply the concepts learned and reinforced the theoretical content. »

Monika Tagand-dejeu -EN

« The trainer is approachable, friendly, attentive, available, and highly professional. Her extensive experience and deep expertise are evident, making the sessions both engaging and inspiring. Thank you so much to her—an outstanding job! I truly enjoyed the experience. »

Art Bajramaj -EN

Frequently Asked Questions

For what reasons should I enroll in this training program?

If you want to master the fundamentals of strategic storytelling applied to corporate communication, then you should not hesitate for a second.
This training program offers everything you are looking for:
  • You develop the knowledge and practical skills required to design and implement strategic storytelling initiatives.
  • You learn to craft compelling narratives and define clear communication messages.
  • You develop the ability to anticipate reputational risks and respond to crisis situations.
  • You acquire the tools to communicate with greater impact, consistency and credibility in complex organizational environments.

Why should I train at SAWI?

Our hands-on approach is unique in Switzerland:
  • You don’t just study theory, you work on real partner projects
  • You work with a prestigious partner
  • You build a professional network during the program
  • You gain concrete hands-on experience you can use immediately

My schedule is very busy. Will I still be able to complete the training program?

Absolutely. Our format has been specifically designed for working professionals, with evening classes and a few Saturdays. Over the course of 4 months, you will gradually build your skills without compromising your professional or personal commitments.

Is everything included in the price of the training program?

The program includes all course materials, personalized support, practical sessions, catering for classes taking place on Saturdays, as well as the SAWI certificate.

How does the registration process work?

It’s very simple:

Storytelling

SAWI Lausanne & SAWI Zurich
Next session: from 09.11.2026 to 13.03.2027
85h over 5 months
Mondays and/or Wednesdays, from 6:00 pm to 9:00 pm (live online).

3 Saturdays, from 9:00 am to 4:00 pm, held onsite at The Honourable Merchants Group in Nyon or onsite in Zurich.

Assessment: 1 Friday evening and 1 Saturday at the end of the programme.
SAWI - Diploma
CHF 8'900.-
REGISTER NOW PERSONAL INTERVIEW

Sign up now and build a career you’ll be proud of

Book a one-to-one interview
Sign up

Plan d'accès

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