Art of Storytelling in Public Relations

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    Art of Storytelling in Public Relations - Presentation Transcript

      • Transition From Broadcast to Connected TV Gathers Momentum as Microsoft Mediaroom-Powered Services Surpasses 2 Million Subscribers
      • In less than a year, subscribers to TV services powered by the Microsoft Mediaroom Internet Protocol Television (IPTV) and multimedia software platform have more than doubled, reaching over 2 million subscriber homes and powering services on nearly 4 million set-top boxes worldwide. In the past quarter alone, Mediaroom customers have connected 500,000 new subscribers across the globe.
      The Wolcott Company Patriot Pass unveiled at Copper Mountain, Steamboat and Winter Park Special Passes Offer Skiing And Riding For Military Personnel And Immediate Family Members At Three Of Colorado's Premier Resorts COPPER MOUNTAIN, STEAMBOAT SPRINGS and WINTER PARK, CO, Nov. 10 /PRNewswire/ - In honor of Veteran's Day, the three Intrawest resorts in Colorado unveiled the new Patriot Pass and Patriot Pass Plus, one of the first military passes in the state offering a full-season pass at special prices for military members and their immediate families. Designers Learn from Nature to Achieve a Platinum-Perfect Building USGBC Awards LEED Platinum to Los Angeles' Center for Community Forestry LOS ANGELES, Nov. 10 /PRNewswire-USNewswire/ -- The US Green Building Council (USGBC) awarded its highest level of recognition, LEED(R) Platinum certification, to the Conference Center at the newly re-opened TreePeople Center for Community Forestry. TreePeople, an environmental non-profit, has served the Los Angeles region for 35 years with the goal of "helping nature heal our cities." The state-of-the-art Conference Center provides a gathering place for local, national, and international leaders to create healthy, sustainable cities. For Parents in Academia, the Right Life Coach can Make the Difference Between “Tenured” and “Terminated” Parents in academia make great strides toward succeeding as professors, parents, and partners when they work with the right academic and life coach. Dr. Mary Coussons-Read, PhD, Professor of Psychology and Founding Principal of Powerful Mind Coaching, discusses her work with parents in academia and her clients’ results. Littleton, CO, July 26, 2008 --( PR.com )-- Getting tenure is hard enough, but doing it when you’ve got a family too? Moms and Dads in Colleges and Universities do it, but in the process, many struggle with intense stress, guilt about lost family time, and serious problems with time management Report urges states to tackle preterm birth crisis By LAURAN NEERGAARD AP Medical Writer WASHINGTON—The odds of having a premature baby are lowest in Vermont and highest in Mississippi. The March of Dimes mapped the stark state-by-state disparities in what it called a "report card" on prematurity Wednesday—to track progress toward meeting a federal goal of lowering preterm births .
    1. Story Telling Grabbing a reporter’s attention NOW and for the long haul The Wolcott Company
      • “ A fact, wrapped in an emotion that compels us to take an action that transforms our world.”
      • The Elements of Persuasion
      • Richard Maxwell and Robert Dickman
      The Wolcott Company Definition of a story
      • Where Storytelling Works
      • The difficult feature pitch
      • Do you want a front-page story or a inside brief?
      • There will be more
      • Controversy
      • Regional, national, local
      The Wolcott Company
      • Where Storytelling
      • Usually DOESN’T Work
      • Publicly traded companies
      • Release of a medical study
      • Breaking news
      • Controversy
      • News in the “Starbucks” era
      The Wolcott Company
      • Obstacles to telling a story
      • Reluctant boss
      • No “meat” on the bone
      • Skeptical reporter
      • Not the right time
      • Busy news cycle
      • Lawyers
      The Wolcott Company
      • Obstacles to telling a good story
      • The wrong angle or phrase
      • Starbuck
      • vs.
      • Pequod
      The Wolcott Company
    2. Reluctant boss or client
      • Build your case
        • Present the long-term goal
        • What is the urgency?
        • Provides a more complete picture of the company’s progressive culture
        • Motivates employees
      • This could take time
      The Wolcott Company
    3. Meat on the bone
      • Onions have layers = Play Reporter
      • Find the person behind the story
        • Why was this medicine created?
      • Research how stories got into print
      • Get rid of throwaway phrases
        • “ Leader in the industry”
        • “ We’re committed”
        • “ Part of our annual investment in..”
      The Wolcott Company
    4. Process to get “Meat”
      • Start with the basic questions of a reporter
      • Why me?
      • Why now?
      • Why should I care?
      • How does this affect the average person?
      The Wolcott Company
    5. Process to get “Meat”
      • Talk to the “line” staff
        • Less “filtered” information
      • Talk to real customers
      • Research, research, research
      • Pretend you’re writing an op-ed
      The Wolcott Company
    6. Research
      • Google similar stories, phrases
      • Check out the competition’s press releases
      • Bloggers tell stories everyday
      The Wolcott Company
    7. Making Emotional Connections
      • How would I tell this to my grandmother?
      • How would I interest
      • my teen-age daughter
      • and her friends?
      • Why is it important to talk about real people vs. make fun of them on YouTube?
      The Wolcott Company
    8. Skeptical reporter
      • The “sound bite” pitch
        • I can deliver real people affected by this
        • Your chance to see the human side of our company
        • You seem personally interested in this topic
      • Is now a good time?
        • There is much more to this story
      The Wolcott Company
    9. Timing the busy news cycle
      • Every day: Hundreds of products or stories that sound like yours
      • Use slow times
        • Veteran’s Day or the holidays
      • Consider a trade publication first
        • Longer lead time
        • More space
      • Reminders, updates to keep original pitch alive
      The Wolcott Company
    10. Lawyers The Wolcott Company
    11. Elements of a good story
      • A great beginning
      • Support the lead
      • Meaty, but lean
      • A good ending, like a call to action
      • Kevin Dugan
      The Wolcott Company
    12. Elements of a good story
      • A person
        • Easier to tell the story with a “live” one
      • Perspective or Context
        • “ Today, more than 1 million people suffer…”
      • Timing
        • “ In three weeks……”
      • Layers
        • Blend emotions and facts
      The Wolcott Company
    13. Instant death
      • No “news” or a very, very long a lead
      • Poor grammar
      • No depth
      • No “perspective”
      • Not applicable to “today”
      • Acronyms
      • Commas
      The Wolcott Company
    14. Easy to understand ??
      • During the company's five regional hotel owner conferences held this fall, Choice Hotels International, Inc. (NYSE: CHH), in conjunction with all of its franchise owners associations, celebrated the inaugural year of its Awards for Property Excellence (APEX) program by honoring over 100 individual hotel owners and staff members from across the country for their outstanding performance in a number of different categories.
      The Wolcott Company
    15. Tell the story
      • Practice…… from the heart
      • Engage not manipulate
      • Create a PowerPoint
      • This is “real” not SNL
      • What you won’t find in a Google search
      The Wolcott Company
    16. Techniques
      • Tactics that work up to a pitch
        • Have evidence handy
        • Third-party “validations”
        • A personal blog
        • An online presence (digital story)
      • Add video, graphics, audio
        • IF IT ADDS TO THE STORY!!!
      • Think like a reporter
      The Wolcott Company
    17. Examples The Wolcott Company
    18. Paint a picture
      • Water District – pumps water from far away. People only know what comes out of tap.
      • “ Engineer” water
      • “ Water you drink
      • may have come from Wyoming”
      The Wolcott Company
    19. Humanize
      • Fluoridation
      • Dental story of youth in school
      • Got families to talk about impact of economic condition and dental health
      • Sourced history of “facts” and “stories”
      The Wolcott Company
    20. Resources
      • “ Art of Persuasion”
          • Richard Maxwell and Robert Dickman
      • “ How Come No One Knows About Us?“
          • Robert Deigh
      • Slideshare.net
      The Wolcott Company
    21. The Wolcott Company National Day of Listening November 28, 2008 Studs Terkel R*I*P

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