Art of Storytelling in Public Relations
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A recent presentation on the Art of Storytelling in media relations.
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- Slide 1: Report urges states to tackle preterm birth crisis Transition From Broadcast to Connected Medical Writer Momentum as By LAURAN NEERGAARD AP TV Gathers Microsoft Mediaroom-Powered Services Surpasses 2 Million Subscribers WASHINGTON—The odds of having a premature baby are lowest in Vermont and highest in Mississippi. The March of Dimes mapped the stark In less than a year, subscribers to TV services powered bycard\" on prematurity state-by-state disparities in what it called a \"report the Microsoft Mediaroom Internet Protocol Television Pass federal goal of lowering Mountain, Steamboat and Patriot (IPTV) and Wednesday—to track progress toward meeting a unveiled at Copper preterm births. multimedia software platform have more than doubled, reaching Winter Park over 2 million subscriber homes and powering services on nearly 4 million set-top boxes worldwide. In the past quarter alone, Special Passes Offer Skiing And Riding For Military Personnel And Mediaroom customers have connected 500,000 new subscribers Immediate Family Members At Three Of Colorado's Premier Resorts across the globe. COPPER MOUNTAIN, STEAMBOAT SPRINGS and WINTER PARK, CO, Nov. 10 /PRNewswire/ - In honor of Veteran's Day, the three Intrawest resorts in Colorado unveiled the new Patriot Pass and Patriot Pass Plus, one of the first military passes in the state offering a full-season pass at For Parentsfor military members and their Life Coach can Make the special prices in Academia, the Right immediate families. Difference Between “Tenured” and “Terminated” Designers Learn from Nature to Achieve a Platinum-Perfect Building Parents in academia make great strides toward succeeding as professors, parents, and partners when they work with the right academic and life coach. Dr. Mary Coussons-Read, PhD, Professor of Psychology and USGBC Awards LEED Platinum to Los Angeles' Center for Community Powerful Mind Coaching, discusses her work with Founding Principal of Forestry LOS ANGELES, Nov. 10 /PRNewswire-USNewswire/ -- The US her clients’ results. parents in academia and Green Building Council (USGBC) awarded its highest level of recognition, LEED(R) Platinum certification, to the Conference Center atCO, newly re- Littleton, the July 26, 2008 --(PR.com)-- Getting tenure is hard enough, but opened TreePeople Center for Community Forestry. TreePeople, an got a family too? Moms and Dads in Colleges and doing it when you’ve environmental non-profit, has served the Los Angeles region for 35 years the process, many struggle with intense stress, guilt Universities do it, but in with the goal of \"helping nature heal our cities.\" The state-of-the-art time, and serious problems with time management about lost family Conference Center provides a gathering place for local, national, and international leaders to create healthy, sustainable cities. The Wolcott Company
- Slide 2: Story Telling Grabbing a reporter’s attention NOW and for the long haul The Wolcott Company
- Slide 3: Definition of a story “A fact, wrapped in an emotion that compels us to take an action that transforms our world.” T Elements of Persuasion he Richard Maxwell and Robert Dickman The Wolcott Company
- Slide 4: Where Storytelling Works The difficult feature pitch Do you want a front-page story or a inside brief? There will be more Controversy Regional, national, local The Wolcott Company
- Slide 5: Where Storytelling Usually DOESN’T Work Publicly traded companies Release of a medical study Breaking news Controversy News in the “Starbucks” era The Wolcott Company
- Slide 6: Obstacles to telling a story Reluctant boss No “meat” on the bone Skeptical reporter Not the right time Busy news cycle Lawyers The Wolcott Company
- Slide 7: Obstacles to telling a good story The wrong angle or phrase Starbuck vs. P e q uod The Wolcott Company
- Slide 8: Reluctant boss or client Build your case Present the long-term goal What is the urgency? Provides a more complete picture of the company’s progressive culture Motivates employees This could take time The Wolcott Company
- Slide 9: Meat on the bone Onions have layers = Play Reporter Find the person behind the story Why was this medicine created? Research how stories got into print Get rid of throwaway phrases “Leader in the industry” “We’re committed” “Part of our annual investment in..” The Wolcott Company
- Slide 10: Process to get “Meat” Start with the basic questions of a reporter Why me? Why now? Why should I care? How does this affect the average person? The Wolcott Company
- Slide 11: Process to get “Meat” alk to the “line” staff ◦ Less “filtered” information alk to real customers esearch, research, research The Wolcott Company
- Slide 12: Research Google similar stories, phrases Check out the competition’s press releases Bloggers tell stories everyday The Wolcott Company
- Slide 13: Making Emotional Connections How would I tell this to my grandmother? How would I interest my teen-age daughter and her friends? Why is it important to talk about real people vs. make fun of them on YouTube? The Wolcott Company
- Slide 14: Skeptical reporter The “sound bite” pitch I can deliver real people affected by this Your chance to see the human side of our company You seem personally interested in this topic Is now a good time? There is much more to this story The Wolcott Company
- Slide 15: Timing the busy news cycle • Every day: Hundreds of products or stories that sound like yours Use slow times Veteran’s Day or the holidays Consider a trade publication first Longer lead time More space Reminders, updates to keep original pitch alive The Wolcott Company
- Slide 16: Lawyers The Wolcott Company
- Slide 17: Elements of a good story A great beginning Support the lead Meaty, but lean A good ending, like a call to action Kevin Dugan The Wolcott Company
- Slide 18: Elements of a good story A person ◦ Easier to tell the story with a “live” one Perspective or Context ◦ “Today, more than 1 million people suffer…” Timing ◦ “In three weeks……” Layers ◦ Blend emotions and facts The Wolcott Company
- Slide 19: Instant death No “news” or a very, very long a lead Poor grammar No depth No “perspective” Not applicable to “today” Acronyms Commas The Wolcott Company
- Slide 20: Easy to understand ?? During the company's five regional hotel owner conferences held this fall, Choice Hotels International, Inc. (NYSE: CHH), in conjunction with all of its franchise owners associations, celebrated the inaugural year of its Awards for Property Excellence (APEX) program by honoring over 100 individual hotel owners and staff members from across the country for their outstanding performance in a number of different categories. The Wolcott Company
- Slide 21: Tell the story Practice…… from the heart Engage not manipulate Create a PowerPoint This is “real” not SNL What you won’t find in a Google search The Wolcott Company
- Slide 22: Techniques Tactics that work up to a pitch Have evidence handy Third-party “validations” A personal blog An online presence (digital story) Add video, graphics, audio IF IT ADDS TO THE STORY!!! Think like a reporter The Wolcott Company
- Slide 23: Examples The Wolcott Company
- Slide 24: Paint a picture Water District – pumps water from far away. People only know what comes out of tap. “Engineer” water “Water you drink may have come from Wyoming” The Wolcott Company
- Slide 25: Humanize Fluoridation Dental story of youth in school Got families to talk about impact of economic condition and dental health Sourced history of “facts” and “stories” The Wolcott Company
- Slide 26: Resources “Art of Persuasion” Richard Maxwell and Robert Dickman “How Come No One Knows About Us?“ Robert Deigh Slideshare.net The Wolcott Company
- Slide 27: National Day of Listening November 28, 2008 Studs Terkel R*I*P The Wolcott Company
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