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Stories You Need Now

Thom ClarkCo-Founder & PresidentCommunity Media Workshop

The N

ew

s Su

n

People receive every message

in terms of what they already know and

believe.

Facts Are

Meaningless

What story do people already

know and believe?

Telling stories

Storyteller FigureJalisco, Mexico, AD 100/800 Art Institute Chicago

TurnoutAttendance at an event

Why We Communicate

AwarenessUsually traces back to

moneyAdvocacy Best to engage audience

What Are Our Goals?

Who Are Our Audiences?

http://www.news.appstate.edu/wp-content/uploads/2007/10/hunterstewart.jpg

What are our messages?

Telling Your Story

Two stories your organization

MUST have ready to go:

1. Who we are and

2. Why we’re here.

Crafting an elevator speechWhy we’re here, in about 60 seconds

Imagine Your Audience

How We Began/Who Influenced Us/Founders

Obstacles Faced and Problems Solved

On-going Benefits Given

Examples—specific people

Values in Action

Before we came on the scene/After we did our thing

Accomplishments, Victories, Feeling good!

• Hi! My name is _____ and I work with…

• You know how… (problem)

• Well, what we do is…(feature)

• So that …(benefit)

• We’re kind of like the…(metaphor)– Feature: the physical traits or description of what you do

– Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?

– Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.

Crafting an Elevator SpeechWho we are, in less than one minute

Tribune and Sun-Times, 1986-2008

Source = Newsbank, March 2009

Couple years ago

Last year

Now

Social Media

Pictures rule

http://bit.ly/newsrelease

Add your group to our directory at www.communitymediaworkshop.org

And fan us on Facebook! www.facebook.com/ communitymediaworkshop

Thank you! thom@newstips.org