Stories You Need Now The News Sun Thom Clark Co-Founder & President Community Media Workshop
People receive every message
in terms of what they already know and believe.
What story do people already know and believe?
Telling stories Storyteller Figure Jalisco, Mexico, AD 100/800 Art Institute Chicago
Turnout Attendance at an event Why We Communicate Awareness Usually traces back to money Advocacy Best to engage audience
What Are Our Goals?
Who Are Our Audiences?
What are our messages? http://www.news.appstate.edu/wp-content/uploads/2007/10/hunterstewart.jpg
Telling Your Story
Two stories your organization
MUST have ready to go:
Who we are and
Why we’re here.
Crafting an elevator speech Why 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 Speech Who we are, in less than one minute
Tribune and Sun-Times, 1986-2008 Source = Newsbank, March 2009
Couple years ago
Pictures rule http://bit.ly/newsrelease
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