storytelling: the new (ancient) art
Post on 21-Oct-2014
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DESCRIPTION
Director of New Media Gina Pappas discusses how businesses can use media storytelling as part of their overall communications strategy and explores how to make four types of media work for you. To view this webinar, visit http://www.youtube.com/watch?v=GsgtsJue0v0TRANSCRIPT
Storytelling: The New (Ancient) Art
For the audio portion of today’s event, dial 1-866-740-1260 and enter code 2925553
About Albers Communications Group
• Full-service PR, social media and marketing communications agency
• Specialize in integrated strategies• Represent clients in all 50 states and Canada• Create national and local market exposure
About Gina Pappas
• Director of New Media• Senior PR Specialist• On Twitter @ginapappas
Today’s Topics
• What is media storytelling?• Elements of a good story • Types of stories you can tell • Four storytelling vehicles• Building storytelling into your culture • Questions and discussion
Our Objectives
Provide you with guidelines to help you identify the stories happening in your business.
Help you understand how to identify and maximize good story opportunities when they arise.
What is Media Storytelling?
Media storytelling basics • Embodies your brand and business • Inspires people to engage, share and take action • Makes a meaningful, lasting connection with
your audience
Elements of a Good Story
A memorable and lasting story includes: • Angle• Hook/attention-grabber• Sources/central characters• Visual interest• Call-to-action/reader engagement• Conflict/crisis resolution• Accessible/relatable
Types of Stories You Can Tell
Determine the type of story you want to tell • Problem/solution• People-driven/human interest• Behavioral• Trend• Breaking stories
Problem/Solution Stories
People-Driven/Human Interest Stories
Behavioral Stories
Trend Stories
Breaking Stories
Four Storytelling Vehicles
What vehicles are most effective for your story? • Earned media• Shared media• Owned media• Paid media
Earned Media
What is earned media?
Shared Media
What is shared media?
Owned Media
What is owned media?
Paid Media
What is paid media?
Three Media Types – One Example
Owned
Shared Earned
Building Storytelling into Your Culture
Tell your own story • Build storytelling into your culture
• Designate your storyteller
• Create internal dialogue
• How to find stories• Foster idea-sharing
• Share anything and everything
• Where to find stories • Your work
• Your people
Upcoming Webinars
Crisis Control! • Wednesday, June 19, 2013, 10 a.m. Central
• Facilitated by Tom Albers
Media Interview Essentials: Tell Your Story Like a Pro • Wednesday, August 21, 2013, 10 a.m. Central
• Facilitated by Debbie Hilt
Pre-register at www.alberscommunications.com/learningopportunities
Questions & Discussion
@alberscg
/AlbersCommunicationsGroup
www.alberscommunications.com