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Drop The Dead Donkey - Storytelling in Marketing & PR
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Drop The Dead Donkey - Storytelling in Marketing & PR

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Boost your local media coverage.

Boost your local media coverage.

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  • 1. The Power of Storytelling Marketing & PR in 2009
  • 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. Who Do You T t? Wh D Y Trust?
  • 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. We Share St i W Sh Stories
  • 6. Stories Build Brands St i B ild B d
  • 7. Stories Build Brands St i B ild B d
  • 8. QuickTime™ and a mpeg4 decompressor are needed to see this picture. We Identify With Stories
  • 9. The Stories Are Often Perso
  • 10. QuickTime™ and a decompressor are needed to see this picture. Stories Travel Fast
  • 11. Emotion Trumps Information p
  • 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. The Media
  • 14. Storytelling = Social Currency
  • 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. REGIONAL PRINT BROADCAST Community stories Spokespeople/Interviews Human interest An event / activity / change Local comment Local comment Local images Regional Media
  • 17. QuickTime™ and a decompressor are needed to see this picture. The Regional Newsroom
  • 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. 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. Brief
  • 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. 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. Q&A
  • 24. Thank Y Th k You

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