This document provides tips for naming a new venture or business, telling stories to connect with customers, and discusses what makes good journalism. It recommends that names be short, simple, searchable, pronounceable, and memorable. Stories should be short, emotional, inspire action, illustrate results, and turn customers into heroes. Good journalism gets a clear focus on audience needs, involves the audience in content creation and sharing, aggregates previous reporting, is timely, explains complex topics, fact-checks information, and engages users after publishing.

3. See Categories: On homepage,
beneath each of your posts

4. Bill Mitchell
Sept. 13, 2013
Screengrabs for discussion
Fh-Wien University

5. Using Categories, read posts about
ventures similar to yours
• Find two other students to form a triad team
• Sit together
• (You’ll be working together tonight)

6. What’s working, what needs work
• What’s working: Four things I like in your
projects:
– Equipping audience to DO or FEEL something
– Picking a good name
– Telling a good story (often a personal story)
– Appealing to people’s best instincts

8. Tips on naming a venture:
(sources: smallbusinessindia.com, lsvp.com,
myventurepad.com)
• Be short, simple, searchable
• Can people say it?
• Can people spell it?
• Can people remember it?

12. Telling a good story
(Source: thestarupvideos.com)
• Audience will remember story rather than data
• Stories shapes information into meaning
• Short and easy to tell and memorable
• Emotional GLUE connects you to customers
• Stories Inspire action
• Stories are less likely to be resisted
• Reveal what makes your message unique
• Illustrates measurable, concrete results
• Stories turn customers into heroes

13. Gamification

14. The best journalism…
• Gets clear focus on audience & audience need
• Involves the audience in content creation
• Involves the audience in sharing the work
• Aggregates & curates previous reporting
• Is timely
• Makes sense of complex topics
• Refines raw information with fact-checking
• Includes a post-publication plan for user
engagement
• Your additions?

15. Key trends, cont.:
Next Step Media

18. Documentation: A non-journalist
documents the killing of Neda

19. A non-journalist e-mails the video to a
friend in the Netherlands

20. Verification: The Telegraph confirms
some details

21. News organizations spread the news
of the killing beyond the simple sharing