Informing peoplePersuading peopleIntegrating people with peopleThe means and methods have changed as society has changed.What Edward Bernays said in 1961 holds true even today. In fact, the depth of the statement resounds today more than ever.
CONTENTIS MESSAGE. MEDIAARE VEHICLES. AUDIENCEIS THE HEART OF YOUR COMMUNICATIONS. Together they weave your STORY of INFLUENCE.
A common complaint PR people will hear from clients is ‘we don’t tell our stories well enough’. This used to irk me, I’d think ‘yes we do, you just don’t remember them as much as the bad ones. But what I should have focused on, is that word – Stories. In PR we know we’re good with words and structure but that can only make for grammatically correct and well-formed boringness.
Despite the fact that Life is the most precious possession, what do these facts mean to the individuals who indulge in drunken driving. Nothing, except a few rebuttals. People don’t need new facts. They need a new story!
The best jokes are often actually great stories. A great story can stay with you forever. And a good storyteller can captivate an audience. A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.
Leaders are true storytellers. They tell a story that the listeners turn into their own idea and experiences, and re-tell the same story everyday, inching closer to the plot of the story in real-life, everytime the listeners re-tell that story. These stories drive CHANGE.So can we embrace storytelling in more of our communications? In fact, we don’t have any other choice.
As pervasive technologies create an information noise for the audience, our stories are competing for attention.
The audience psychographics itself has drastically changed. Today, we are alone in the crowd; and our interactions are about a poke and a smiley. What gets us to act on a call-to-action is compelling stories that can provoke emotions with which we can justify ourselves.
I remember a PR professional once telling a reporter, “When you’re working on a story, I’m working on that story too.” Obviously what he meant was he was working on making it a great story by identifying content for the reporter that would make the reporter’s story richer, have a bigger impact and matter more to readers. The fact that his work made it a great story for his client was the motivator, but his value as a PR person was based on his unusual skill to be useful to the reporter. Now that’s a win-win.Today, he would go further. He would offer the reporter an accompanying multimedia package: video, slideshows, infographics and other illustration inputs as appropriate for that particular story. This is already standard operating procedure: the more high quality media assets, the bigger your story’s potential. As smartphones and other pervasive technologies increasingly give us all affordable and accessible ways to communicate with video, audio and graphics as well as words, we as communicators have to compete with a lot of content. Tomorrow, he will be developing PR strategies in collaboration with a transmedia team, creating opportunities for retelling that story in formats additional to a reporter’s text-based, multimedia-supported central story. At Waggener Edstrom, we call it Integrated Influence. Of course, not every story merits the full transmedia treatment. And the shift in thinking about storytelling does require clients who will invest in this approach. Are client willing to invest in that approach? The clients that work with us, they do; and the ones that don’t, obviously don’t .
WE leverages a mix of our in-house communications specialists and visual artists to craft those compelling stories that can be retold…
…across platforms and formats, and re-told yet again by the listeners through the email and sms forwards, likes, shares, tweets…
The setting in a story means the scenario where the story is introduced. It can add meaning to any story and if interpreted it can add a deeper meaning to any plot. Conflict of a story is the struggle between the main characters that is eventually leading to a climax, a disharmony between the main forces in a story.Plot is the basic layout of a story.The theme refers to the idea or concept behind the story rather than the actions that occur.
Today, we will focus on transmedia story-telling, and leverage the power of story to drive Integrated Influence.
Pick-up any cause, or a brand, or may be just a personal dream. And tell us that story.
Make that story compelling, and one that can drive change!
Account Director and Head of Digital (India)
Waggener Edstrom Worldwide
INFLUENCE IN THE CONTEXT OF
the action or process of
producing effects on the
actions, behaviour, opinions,
etc., of another or others
YOUR STORY OF INFLUENCE
10,553 people were killed in
24,655 road accidents due to
drunken driving in 2011
PEOPLE DON‟T NEED NEW FACTS
Everyone knows the
The numbers aren‟t
actually too high!
How did you arrive at
FACTS ARE MEANINGLESS
WITHOUT A CONTEXTUAL
Mid size network
2010 & 2011
Agency of the Year
2012 & 2010
SABRE AWARDS PR NEWS AWARDS
Digital PR firm of the
Best use of research,
of the Year 2012
Helps prioritize media outlets & individuals most
likely to drive impact for the brand. Discover which
outlets with highest influence on audiences and
Hearts Minds & Momentum
Exposes a brand‟s strengths, weaknesses,
and competitive positioning and movement.
Evaluates brands from both an emotional
(Hearts) and rational (Minds) perspective.H,M&M
Identify the magic middle enthusiasts in more
targeted media. These influentials can be engaged
for specific campaigns and driving specific action
“HEARTS” RATINGS ON
RESPECT & PASSION
“MINDS” RATINGS ON
QUALITY & RELEVANCE
LISTEN & ENGAGE: CAMPAIGN
Twendz & Twendz Pro
Full-featured Twitter monitoring and analytics Web
application. Provides impact metrics & key
performance indicators such as overall reach and
influence along with audience emotion.
Keeps you up-to-date on latest coverage affecting
your brand by mining news, blogs and social media
content for you. Offers insights to shape strategy,
better target audiences & refine communications
Helps you effectively conceive, create, gather and
publish content all from one digital newsroom. No more
WE Twendz Pro
B U S I N E S S
U N I T S
I N T E R N A L
C O M M S
E X T E R N A L
S T A K E -
H O L D E R S
M A R C O M MC S R
N E W
M E D I A
H U B
T E A M
Measures the afterlife and overall
reach of your campaigns. It pinpoints
tweets, links and posts, and exposes
where that content traveled long after
a campaign ends.
paints a word picture of your brand‟s
storytelling landscape. With mapping
and analysis, you can see the gap
between the intended impact of your
communications and the actual
BRINGING IT ALL TOGETHER: INTEGTRATED INFLUENCE
Shared . Earned .
Bought . Owned
channels and high-
based analytics to
track metrics and
REACH . RESONANCE . SENTIMENT . ATTENTION . VALUE
Cross-media . Creative . Innovative
REAL-TIME CONTENT MARKETING
- AN EXERCISE
- AN EXERCISE
PAINT YOUR STORY
(parts that stand out)
(hopes for future)
(important to your life)
What are you
Who do you
How will you
will you inspire?
What are your
How will you make
your content be
LET YOUR STORY COME ALIVE