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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! [email protected]