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Story Based Messaging
Established in 1995, the World Trade Organization (WTO) is a powerfulnew global commerce agency, which transformed the Gen...
The Elements of a Good Story Conflict / Drama / Plot   (Heroes/Victims, Point of View heightens drama) Sympathetic Chara...
“Loots”   “Finds”
Elements of a Story-Based Strategy- Engages Peoples Values  Frame the Conflict      Draws our attention to particular det...
Talking Points – Tar Sands ActionIf President Obama approves the Keystone XL he is locking usinto decades of climate chang...
Talking Points – Aviation Justice                  ExpressThe Aviation Justice Express is a coalition of airportwatchdog, ...
Slides for toronto media training Oct. 2011
Slides for toronto media training Oct. 2011
Slides for toronto media training Oct. 2011
Slides for toronto media training Oct. 2011
Slides for toronto media training Oct. 2011
Slides for toronto media training Oct. 2011
Slides for toronto media training Oct. 2011
Slides for toronto media training Oct. 2011
Slides for toronto media training Oct. 2011
Slides for toronto media training Oct. 2011
Slides for toronto media training Oct. 2011
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Slides for toronto media training Oct. 2011

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Slides for toronto media training Oct. 2011

  1. 1. Story Based Messaging
  2. 2. Established in 1995, the World Trade Organization (WTO) is a powerfulnew global commerce agency, which transformed the GeneralAgreement on Tariffs and Trade (GATT) into an enforceable globalcommerce code. The WTO is one of the main mechanisms of corporateglobalization. Under the WTOs system of corporate-managedtrade, economic efficiency, reflected in short-run corporateprofits, dominates other values. Decisions affecting the economy areto be confined to the private sector, while social and environmentalcosts are borne by the public.(from Public Citizen)
  3. 3. The Elements of a Good Story Conflict / Drama / Plot (Heroes/Victims, Point of View heightens drama) Sympathetic Characters (Protagonist to identify with, relate to) Show Don’t Tell (Be specific. Paint a picture with words.) Foreshadow (Show the future, provide destiny)
  4. 4. “Loots” “Finds”
  5. 5. Elements of a Story-Based Strategy- Engages Peoples Values  Frame the Conflict Draws our attention to particular details of the story and avoids others outside the frame  Amplifies the Voices of Impacted Characters Stories speak to us through relevant Spokespeople  Show Don’t Tell -- Engage Peoples Values A good story emphasizes values and imagery over dataForeshadowing --Shows the Future/Offer Vision People will only go someplace that they have first been to in their minds
  6. 6. Talking Points – Tar Sands ActionIf President Obama approves the Keystone XL he is locking usinto decades of climate changing pollution at the exact timewhen we need courageous leadership to change the statusquo.Civil disobedience is a time-tested tactic to express concernover the most serious issues. Protecting our water, land, andclimate certainly qualifies as a serious issue.President Obama promised action on the climate and cleanenergy. Now is the time to make good on those promises.
  7. 7. Talking Points – Aviation Justice ExpressThe Aviation Justice Express is a coalition of airportwatchdog, climate action, and sustainable transportationgroups and activists.Aviation is responsible for 5% of the total human impact onthe climate.Airport neighbors face higher cancer rates and tremendousnoise impacts.Flying in the U.S. now means radiation, gropings, and no-flylists

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