Rules of Engagement
How to Attract, Involve and
Reward Your Audience
© Jackie Turnure 2006

Rules of Engagement
Back to Basics
• The role of story, no matter what the medium
• Our primal narrative need for meaning
• Meaning comes from an emotional connection
• How do we connect?
• What grabs our attention?
• What keeps us watching/listening?
• Once we leave/pause, what brings us back?

Rules of Engagement
The Process
• Engage – create curiosity and suspense
• Involve – immerse us completely in the world
• Extend – direct us within and across media
• Surprise – keep us on the move
• Reward – make it worth our while