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  1. 1. Stories You Need Now The News Sun Thom Clark Co-Founder & President Community Media Workshop
  2. 2. <ul><li>People receive every message </li></ul><ul><li>in terms of what they already know and believe. </li></ul>
  3. 3. <ul><li>Facts </li></ul><ul><li>Are </li></ul><ul><li>Meaningless </li></ul>
  4. 6. <ul><li>What story do people already know and believe? </li></ul>
  5. 8. Telling stories Storyteller Figure Jalisco, Mexico, AD 100/800 Art Institute Chicago
  6. 9. Turnout Attendance at an event Why We Communicate Awareness Usually traces back to money Advocacy Best to engage audience
  7. 10. What Are Our Goals?
  8. 11. Who Are Our Audiences?
  9. 12. What are our messages?
  10. 13. Telling Your Story <ul><ul><li>Two stories your organization </li></ul></ul><ul><ul><li>MUST have ready to go: </li></ul></ul><ul><ul><li>Who we are and </li></ul></ul><ul><ul><li>Why we’re here. </li></ul></ul>
  11. 14. Crafting an elevator speech Why we’re here, in about 60 seconds Imagine Your Audience How We Began/Who Influenced Us/Founders Obstacles Faced and Problems Solved On-going Benefits Given Examples—specific people Values in Action Before we came on the scene/After we did our thing Accomplishments, Victories, Feeling good!
  12. 15. <ul><li>Hi! My name is _____ and I work with… </li></ul><ul><li>You know how… (problem) </li></ul><ul><li>Well, what we do is…(feature) </li></ul><ul><li>So that …(benefit) </li></ul><ul><li>We’re kind of like the…(metaphor) </li></ul><ul><ul><li>Feature : the physical traits or description of what you do </li></ul></ul><ul><ul><li>Benefit : a feature translated into a member’s satisfaction. What do the members get because of what you do? </li></ul></ul><ul><ul><li>Metaphor : a comparison that can be funny or startling; goal is to make your work familiar. </li></ul></ul>Crafting an Elevator Speech Who we are, in less than one minute
  13. 16. Tribune and Sun-Times, 1986-2008 Source = Newsbank, March 2009
  14. 17. Couple years ago
  15. 18. Last year
  16. 19. Now
  17. 20. Social Media
  18. 21. Pictures rule
  19. 22. Add your group to our directory at And fan us on Facebook! communitymediaworkshop Thank you! [email_address]