The Power of Storytelling

    Marketing & PR in 2009
The Next
Th N t 60 Mi t
          Minutes

• The power of the story - marketing

• The power of the story - PR

• The powe...
Who Do You T t?
Wh D Y     Trust?
Who Do You T t?
Wh D Y     Trust?
            1. Family and friends
            2. Consumer TV programmes
            3. C...
We Share St i
W Sh     Stories
Stories Build Brands
St i B ild B      d
Stories Build Brands
St i B ild B      d
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are needed to see this picture.




We Identify With Stories
The Stories Are Often Perso
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           are needed to see this picture.




Stories Travel Fast
Emotion Trumps Information
            p
Ingredients of a Good Story
I    di t f G d St

                Human Interest
                Emotive
                E  ...
The Media
Storytelling = Social Currency
Types of Media
                                                     T      f M di
                                        ...
REGIONAL PRINT      BROADCAST


 Community stories   Spokespeople/Interviews
 Human interest      An event / activity /
  ...
QuickTime™ and a
                  decompressor
         are needed to see this picture.




The Regional Newsroom
A Day in the Life of a Regional
Newsdesk - eg. Birmingham
Mail
M il
 5am -      Sports Editor arrives
             p
 5.30...
Tools f The
T l of Th PR T d
             Trade
Print / Newspapers
Press Release
Spokespeople / Interviews / Comment
Case ...
Brief
Brief
Your team is taking part in a Trees for Cities project.
                  g                               j

Your vo...
Task
Create a marketing campaign to tell local p p the
                   g      p g               people
story of the pro...
Q&A
Thank Y
Th k You
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Drop The Dead Donkey - Storytelling in Marketing & PR

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Drop The Dead Donkey - Storytelling in Marketing & PR

  1. 1. The Power of Storytelling Marketing & PR in 2009
  2. 2. The Next Th N t 60 Mi t Minutes • The power of the story - marketing • The power of the story - PR • The power of the story - exercise • Q&A
  3. 3. Who Do You T t? Wh D Y Trust?
  4. 4. Who Do You T t? Wh D Y Trust? 1. Family and friends 2. Consumer TV programmes 3. Company websites 4. Advertising 5. In-store promotions 6. Internet sources 7. Press articles 7 P ti l 8. Government departments 9. NGOs and campaign groups 10. Celebrities
  5. 5. We Share St i W Sh Stories
  6. 6. Stories Build Brands St i B ild B d
  7. 7. Stories Build Brands St i B ild B d
  8. 8. QuickTime™ and a mpeg4 decompressor are needed to see this picture. We Identify With Stories
  9. 9. The Stories Are Often Perso
  10. 10. QuickTime™ and a decompressor are needed to see this picture. Stories Travel Fast
  11. 11. Emotion Trumps Information p
  12. 12. Ingredients of a Good Story I di t f G d St Human Interest Emotive E ti Tragedy Humour Celebrity Imagery Cultural Relevancy Discovery
  13. 13. The Media
  14. 14. Storytelling = Social Currency
  15. 15. Types of Media T f M di QuickTime™ and a PRINT TIFF (Uncompressed) decompressor are needed to see this picture. BROADCAST ONLINE QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. QuickTime™ and a TIFF (Uncompressed) decompressor are needed to see this picture. CONSUMER TRADE QuickTime™ and a decompressor are needed to see this picture. QuickTime™ and a National decompressor are needed to see this picture. Regional
  16. 16. REGIONAL PRINT BROADCAST Community stories Spokespeople/Interviews Human interest An event / activity / change Local comment Local comment Local images Regional Media
  17. 17. QuickTime™ and a decompressor are needed to see this picture. The Regional Newsroom
  18. 18. A Day in the Life of a Regional Newsdesk - eg. Birmingham Mail M il 5am - Sports Editor arrives p 5.30am - Head of News arrives 6am - Head of Production arrives 7am+ - Editor, news desk & reporters arrive i i 7.15am Early morning conference 9.15am 9 15am - Deadline for first edition 12pm - Deadline for City Final 12.30pm p Mid-day conference y 1.15pm - Central City Final addition 2pm- Late reporter arrives (2pm-10pm) 3pm- 3 Afternoon conference (if needed) Aft f d d)
  19. 19. Tools f The T l of Th PR T d Trade Print / Newspapers Press Release Spokespeople / Interviews / Comment Case studies Imagery Photocall ( Event / Activity) Broadcast Event / Launch / Activity Broadcast opportunity / Filming notice Interviews / spokespeople p p p Press Release
  20. 20. Brief
  21. 21. Brief Your team is taking part in a Trees for Cities project. g j Your volunteers are planting 50 trees in a new green space, which was originally a di hi h i i ll disused car park. d k For a long time this was a place for anti-social anti social behaviour, with young people drinking and graffiting the area. A number of fights have also taken place there. A number of residents who live by had wanted the car park to be reinstated to encourage youths not to hang kt b i t t dt th tt h around there.
  22. 22. Task Create a marketing campaign to tell local p p the g p g people story of the project and the volunteers’ work WHAT CHANNELS WILL YOU USE AND HOW WILL YOU TARGET THEM? Eg. Media? Word of Mouth? Advertising? WHAT’S THE STORY? What’s the ingredients of this story & the angle/hook HOW ARE YOU GOING TO TELL THIS STORY? What tools of the trade are you going to use?
  23. 23. Q&A
  24. 24. Thank Y Th k You

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