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The importance of storytelling in PR. PR in the digital age conference, 3 December 2015

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Stephen Follows, creative director, Catsnake
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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The importance of storytelling in PR. PR in the digital age conference, 3 December 2015

  1. 1. Story, story, hallelujah The importance of storytelling in PR Presented by Stephen Follows Creative director of Catsnake Film stephen@catsnake.com @stephenfollows3 December 2015
  2. 2. 2 stephen@catsnake.com My Story • Stephen Follows, creative director at Catsnake Film • An online video agency based in Ealing Studios • Over 20 million views to date
  3. 3. 3 stephen@catsnake.com Three truths about stories • We all enjoy stories – deep down, on a primal level • Stories affect us – we feel connected and personally involved • Stories inspire action – far more than logic and reason
  4. 4. 4 stephen@catsnake.com Once upon a time…
  5. 5. 5 stephen@catsnake.com … in a land long ago… 250,000B.P. 200,000B.P. 100,000B.P. 10,000B.P. PresentDay Homo sapiens Stone tools Mitochondrial Eve Fully modern humans Farming Fudge iPhones Jeremy Corbyn Credit Default Swaps Spoken language 150,000B.P. 50,000B.P.
  6. 6. 6 stephen@catsnake.com … humans evolved tales • The love of stories is hard-wired into our brains • Evolution has made the most important things deeply enjoyable – Fuel became cuisine – Procreation became sex – Survival techniques became stories
  7. 7. 7 stephen@catsnake.com So, waddya know? • People who crave fat and sugar live longer • In the bush predators could be anywhere • You’re unlikely to meet someone only once • Nakedness always leads to procreation • Faces you see often are your friends • Representations of humans are humans Obesity Superstition Ethics Pornography Celebrity Videos
  8. 8. 8 stephen@catsnake.com The Life of Brain Primate “Cerebral Neocortex” Language, planning and perception Mammal “Limbic System” Motivation, emotion, reproductive/parental behavior Reptile “Basal Ganglia” Aggression, dominance and instinct
  9. 9. 9 stephen@catsnake.com Your cerebral neocortex hard at work
  10. 10. 10 stephen@catsnake.com What’s a story? An account of imaginary or real people and events told for entertainment
  11. 11. 11 stephen@catsnake.com A story in a single picture
  12. 12. 12 stephen@catsnake.com So how can we use this? • By wrapping our aims up in a story, we can… – Entertain our audience so we don’t need to force them to watch our content – Make them feel whatever is most useful to us – Lead them to our desired outcome (a sale, an action, etc) – Make them want to pass on the video, thereby continuing the cycle with others • Three effective types of stories for driving action…
  13. 13. 13 stephen@catsnake.com 1. The Challenge plot
  14. 14. 14 stephen@catsnake.com 2. The Connection plot
  15. 15. 15 stephen@catsnake.com 3. The Creativity plot
  16. 16. 16 stephen@catsnake.com • Practical Value • Social currency • Triggers • Emotion • Public The elements which make content more shareable Tap into your audiences’ inner caveman Make people look good when they share Tap into familiar items to trigger associations When we care, we share Being seen to share, and feeling included
  17. 17. 17 stephen@catsnake.com How to crush a soul and not be fired
  18. 18. 18 stephen@catsnake.com The emotions that cause action High Arousal Low Arousal Positive Awe Excitement Amusement Contentment Negative Anger Anxiety Sadness
  19. 19. 19 stephen@catsnake.com Further reading
  20. 20. 20 stephen@catsnake.com Stay in touch For these slides, or to just swap stories, email me at stephen@catsnake.com Twitter @StephenFollows
  21. 21. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  22. 22. PR in the digital age Conference 3 December 2015 London #charityPR Sponsored by

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