Story Final2


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This is the presentation we shared in our preconference session on storytelling at the National Association of Workforce Boards (NAWB) Annual Forum 2010.

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Story Final2

  1. 1. Make  it  Ma(er.   Tell  great  stories.   Kris1n  Wolff  (CSW)   Melodee  Hagensen  (CSW)   Sharon  Parry  (RWS)
  2. 2. Storytelling basics Break Engaging (L)EOs
  3. 3. Why?
  4. 4. There have been great societies that did not have the wheel, but there have been no societies where people did not tell stories. -Ursula LeGuin
  5. 5.
  6. 6.
  7. 7. The truth is more important than the facts. -Frank Lloyd Wright
  8. 8. Why here and now?
  9. 9. WIBs, programs, policy-makers are doing good work. Photo credit: Flickr friend iscg
  10. 10. Leadership Policy Program Engagement
  11. 11. Results?
  12. 12. Is that it? With whom do you share what? How?
  13. 13. Andy Goodman Speaks the Truth
  14. 14. There’s a better way.
  15. 15. 1. Use story structure 2. Build a (social) library 3. Share & Tell (stories)
  16. 16. Building blocks of story
  17. 17. 21% of out-of school youth were unable to obtain employment the second quarter after completion.
  18. 18. 21% of out-of school youth were unable to obtain employment the second quarter after completion.
  19. 19. 1 in 5 young people can’t find jobs, so we’re …. And it’s changing… You could help by…
  20. 20. Build a (social) library. Flickr (home, Michigan) YouTube (youth, contest, SDWP) Facebook (DOL, “the couv”) Wikis (wearemedia, wearemedia for NAWB) Twitter (workforce)
  21. 21. Experts
  22. 22. Community engagement matters. Stories engage. Photo credit: Flickr friend Ian Sane
  23. 23. “Be ruthless.”
  24. 24. Thank you! 900 Victors Way, Suite 350 Ann Arbor, MI 48108 734.769.2900 (@kristinwolff, @skilledwork_org) (@melodeekay)
  25. 25. Break
  27. 27. KNOW YOUR AUDIENCE   What is his/her position on workforce issues?   What are his/her hot button issues? Can these be tied to workforce?   What local workforce issues could be of particular importance to him/her?   Whatis the relationship with his/her political party?   Who are his/her key staffers on workforce issues?
  28. 28. GATHER FACTS AND DATA   Make sure your information is relevant to your audience’s interests.   Number of individuals and/or businesses helped.   Average wage rate of placements.   Special characteristics/demographics of individuals/ businesses assisted.   Human interest angle.   Type(s) of funding used and approximate dollar amount invested.   Benefits to individuals/businesses/community at large.   Reviewinformation with a third party to check for problems/issues.
  29. 29. PRESENT YOUR STORY   Secure an introduction   Issue an invitation (and play the waiting game)   Include others   Tell your story – succinctly!   Provide collateral materials   Make a request (if applicable)   Follow up and say “Thank You”
  30. 30. TIPS FOR THANK YOU NOTES   Open with a direct thank you.   Reference your organization’s name.   Discuss your meeting – its importance/ significance.   Re-emphasize key points, successes, or needs.
  31. 31. BUILD A WORKING RELATIONSHIP   Follow his/her work   Website   News stories   Meetings with staffers   Makeyour organization the “go-to” place for workforce information   Brochures   Program results   Rapid Response updates   Special Events   Labor Market Information   Newsletters / Annual Reports / Meetings   Press Releases
  33. 33. PRESS RELEASE DISTRIBUTION   Elected Officials   Newspapers   Radio stations   Television stations   Local blogs   Facebook page   Schools and training institutions, as applicable
  34. 34. TIPS FOR WORKING WITH THE PRESS    Less is more. Provide key information only. Providing too many statistics or details may result in an inaccurate or confusing story.    Watch your mouth. Only say things that you would like to see printed in the newspaper or reported on the evening news. Don’t get too casual during interviews!    Nothing is off the record. Reporters jump at the chance to get a scoop. Do not provide “off the record” information – even if you are promised anonymity.      Reporters are not your friends. Their job is to report the news. If it is bad, they will not fall on their swords to try and protect you.      Bad news is sexier than good news. Don’t get dismayed if your story doesn’t make the cut. It’s difficult to compete with all the bad news that’s going on out there.      Slow news days are good news days. Speak with a reporter about your organization and the services you provide. Invite them for a tour. Ask them to keep your organization in mind when they have a slow news day and need something to report.      Make news happen. Pitch a story to a reporter, i.e. human interest (former steelworker becomes a nurse), healthcare (how health insurance impacts a customer’s job decision), foreign trade (jobs that have gone overseas in the past five years), or immigration (ongoing, unfilled job openings). Be sure to fully think through your idea – including any potential downsides – before you offer story suggestion.
  35. 35. CONCLUSION   Tobe truly effective, advocacy efforts must include:   Broad base of support   Working relationships built over time   Mutual trust   Ongoing communication   Relevancy for your audience
  36. 36. Sharon Parry 402 Golden Bear Drive, Austin, TX 78738 (330) 284-2601