the importance of storytelling in pr. pr in the digital age conference, 3 december 2015
Post on 12-Apr-2017
1.852 Views
Preview:
TRANSCRIPT
Story, story, hallelujah
The importance of storytelling in PR
Presented by Stephen Follows Creative director of Catsnake Film
stephen@catsnake.com @stephenfollows3 December 2015
2
stephen@catsnake.com
My Story
• Stephen Follows, creative director at Catsnake Film
• An online video agency based in Ealing Studios
• Over 20 million views to date
3
stephen@catsnake.com
Three truths about stories
• We all enjoy stories – deep down, on a primal level
• Stories affect us – we feel connected and personally
involved
• Stories inspire action – far more than logic and reason
4
stephen@catsnake.com
Once upon a time…
5
stephen@catsnake.com
… in a land long ago…2
50
,00
0 B
.P.
20
0,0
00
B.P
.
10
0,0
00
B.P
.
10
,00
0 B
.P.
Pre
se
nt
Da
y
Homo
sapiens
Stone
tools
Mitochondrial
Eve
Fully modern
humans
FarmingFudge
iPhones
Jeremy Corbyn
Credit Default Swaps
Spoken
language
15
0,0
00
B.P
.
50
,00
0 B
.P.
6
stephen@catsnake.com
… humans evolved tales
• The love of stories is hard-wired into our brains
• Evolution has made the most important things deeply
enjoyable
– Fuel became cuisine
– Procreation became sex
– Survival techniques became stories
7
stephen@catsnake.com
So, waddya know?
• People who crave fat and sugar live longer
• In the bush predators could be anywhere
• You’re unlikely to meet someone only once
• Nakedness always leads to procreation
• Faces you see often are your friends
• Representations of humans are humans
Obesity
Superstition
Ethics
Pornography
Celebrity
Videos
8
stephen@catsnake.com
The Life of BrainPrimate“Cerebral Neocortex”Language, planning and perception
Mammal“Limbic System”Motivation, emotion,
reproductive/parental behavior
Reptile“Basal Ganglia”Aggression, dominance and instinct
9
stephen@catsnake.com
Your cerebral neocortex hard at work
10
stephen@catsnake.com
What’s a story?
An account of imaginary or real
people and events
told for entertainment
11
stephen@catsnake.com
A story in a single picture
12
stephen@catsnake.com
So how can we use this?
• By wrapping our aims up in a story, we can…
– Entertain our audience so we don’t need to force them to
watch our content
– Make them feel whatever is most useful to us
– Lead them to our desired outcome (a sale, an action, etc)
– Make them want to pass on the video, thereby continuing
the cycle with others
• Three effective types of stories for driving action…
13
stephen@catsnake.com
1. The Challenge plot
14
stephen@catsnake.com
2. The Connection plot
15
stephen@catsnake.com
3. The Creativity plot
16
stephen@catsnake.com
• Practical Value
• Social currency
• Triggers
• Emotion
• Public
The elements which make content more shareable
Tap into your audiences’ inner caveman
Make people look good when they share
Tap into familiar items to trigger associations
When we care, we share
Being seen to share, and feeling included
17
stephen@catsnake.com
How to crush a soul and not be fired
18
stephen@catsnake.com
The emotions that cause action
High Arousal Low Arousal
Positive
Awe
Excitement
Amusement
Contentment
NegativeAnger
AnxietySadness
19
stephen@catsnake.com
Further reading
20
stephen@catsnake.com
Stay in touch
For these slides, or to just swap stories,
email me at stephen@catsnake.com
Twitter @StephenFollows
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we
do: www.charitycomms.org.uk
PR in the digital age
Conference3 December 2015London#charityPR
Sponsored by
top related