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 power of the story - exercise
• Q&A

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. 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

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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We Identify With Stories

The Stories Are Often Perso

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Stories Travel Fast

Emotion Trumps Information
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Ingredients of a Good Story
I di t f G d St
Human Interest
Emotive
E ti
Tragedy
Humour
Celebrity
Imagery
Cultural Relevancy
Discovery

The Media

Storytelling = Social Currency

Types of Media
T f M di
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BROADCAST
ONLINE
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CONSUMER
TRADE
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Regional

REGIONAL PRINT BROADCAST
Community stories Spokespeople/Interviews
Human interest An event / activity /
change
Local comment Local comment
Local images
Regional Media

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The Regional Newsroom

A Day in the Life of a Regional
Newsdesk - eg. Birmingham
Mail
M il
5am - Sports Editor arrives
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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)

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

Brief

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.

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?

Q&A

Thank Y
Th k You