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Walk the Storytelling Talk          Lou Hoffman      The Hoffman Agency
Let’s Agree on One Thing                                                  2THE HOFFMAN AGENCY         © The Hoffman Agency
Fortune Journalist Patricia SellersDefines Storytelling                                                       3THE HOFFMAN...
Fortune Journalist Patricia SellersDefines Storytellingwww.ishmaelscorner.com/2013/02/21/fortune-journalist-cuts-to-the-co...
Classic Story Arc                                              climax                                y = tension          ...
The Communicator’s Story Spike                                      y = change                                            ...
Touching Both Sides of the Brain   Analyzed Tech Stories in The Economist   (Three-month Period)     Bug-busting         M...
Touching Both Sides of the Brain               Walmart Fast Company Story Breakdown                                       ...
Visuals MatterShort Cut to Emotional Touch Points“The music literally blew him away.”                                     ...
Visual Storytelling                                             10THE HOFFMAN AGENCY    © The Hoffman Agency
Visual Storytelling                                             11THE HOFFMAN AGENCY    © The Hoffman Agency
Visual Storytelling                                             12THE HOFFMAN AGENCY    © The Hoffman Agency
Visual StorytellingCustomer Videowww.ishmaelscorner.com/2012/04/19/applying-storytelling-techniques-to-an-enterprise-compu...
Visual Storytelling                                             14THE HOFFMAN AGENCY    © The Hoffman Agency
Visual Storytellingwww.ishmaelscorner.com/2010/12/02/storytelling-techniques-tie-tractors-to-uniting-a-country/           ...
Big-time Disruption in Our Business                                                     16THE HOFFMAN AGENCY            © ...
Breaking Down the News ReleaseInto “Atoms”                                                  17THE HOFFMAN AGENCY         ©...
Final ThoughtsTypical PR Narrative                          Point B          Point AStorytelling Narrative                ...
Final, Final Thought                                              19THE HOFFMAN AGENCY     © The Hoffman Agency
20THE HOFFMAN AGENCY   © The Hoffman Agency
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Walk The Storytelling Walk – How to Employ Multimedia Content for Compelling Storytelling

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Presentation by Lou Hoffman, CEO and Founder of The Hoffman Agency at the PR Newswire hosted Visual Storytelling event on March 28, 2013 in San Francisco at UBM Tech Headquarters.

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Transcript of "Walk The Storytelling Walk – How to Employ Multimedia Content for Compelling Storytelling"

  1. 1. Walk the Storytelling Talk Lou Hoffman The Hoffman Agency
  2. 2. Let’s Agree on One Thing 2THE HOFFMAN AGENCY © The Hoffman Agency
  3. 3. Fortune Journalist Patricia SellersDefines Storytelling 3THE HOFFMAN AGENCY © The Hoffman Agency
  4. 4. Fortune Journalist Patricia SellersDefines Storytellingwww.ishmaelscorner.com/2013/02/21/fortune-journalist-cuts-to-the-core-of-storytelling-in-business/ 4THE HOFFMAN AGENCY © The Hoffman Agency
  5. 5. Classic Story Arc climax y = tension crises dénouement opening scenex = time beginning middle end 5 THE HOFFMAN AGENCY © The Hoffman Agency
  6. 6. The Communicator’s Story Spike y = change future storytelling fodderx = time Old Way New Way 6 THE HOFFMAN AGENCY © The Hoffman Agency
  7. 7. Touching Both Sides of the Brain Analyzed Tech Stories in The Economist (Three-month Period) Bug-busting Moving images into the future Tailpipe power Liquid logicSpinning a good tale Gas, gas, quick boys Anecdotes The FAST track to better health 17% Speaking in tongues I, human Spot prices Green iron A really secret ballot Blowing at sea Virtual fencing Meshing together A stitch whose time has come Brew your own The computer says no An order for disorder Cores of the problem Every move you make Silence, please Detecting T-rays Making no waves Automated twitchingEnlightenment at last Thanks for the memory Whirlybirds go green 7 THE HOFFMAN AGENCY © The Hoffman Agency
  8. 8. Touching Both Sides of the Brain Walmart Fast Company Story Breakdown 8THE HOFFMAN AGENCY © The Hoffman Agency
  9. 9. Visuals MatterShort Cut to Emotional Touch Points“The music literally blew him away.” 9THE HOFFMAN AGENCY © The Hoffman Agency
  10. 10. Visual Storytelling 10THE HOFFMAN AGENCY © The Hoffman Agency
  11. 11. Visual Storytelling 11THE HOFFMAN AGENCY © The Hoffman Agency
  12. 12. Visual Storytelling 12THE HOFFMAN AGENCY © The Hoffman Agency
  13. 13. Visual StorytellingCustomer Videowww.ishmaelscorner.com/2012/04/19/applying-storytelling-techniques-to-an-enterprise-computing-case-study-video/ 13THE HOFFMAN AGENCY © The Hoffman Agency
  14. 14. Visual Storytelling 14THE HOFFMAN AGENCY © The Hoffman Agency
  15. 15. Visual Storytellingwww.ishmaelscorner.com/2010/12/02/storytelling-techniques-tie-tractors-to-uniting-a-country/ 15THE HOFFMAN AGENCY © The Hoffman Agency
  16. 16. Big-time Disruption in Our Business 16THE HOFFMAN AGENCY © The Hoffman Agency
  17. 17. Breaking Down the News ReleaseInto “Atoms” 17THE HOFFMAN AGENCY © The Hoffman Agency
  18. 18. Final ThoughtsTypical PR Narrative Point B Point AStorytelling Narrative Point B Point A 18THE HOFFMAN AGENCY © The Hoffman Agency
  19. 19. Final, Final Thought 19THE HOFFMAN AGENCY © The Hoffman Agency
  20. 20. 20THE HOFFMAN AGENCY © The Hoffman Agency

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