This document discusses how storytelling can be used to build brands and drive engagement. It argues that corporate storytelling is important because stories that appeal to both hearts and minds can influence behavior and perceptions. The document then provides techniques for great storytelling, including starting with an "action idea" that has a clear beginning, middle and end. It also discusses how to develop a storytelling campaign by defining the purpose and audience insight. The overall message is that storytelling can be a powerful tool for brand building and engagement if done strategically and authentically.

1. HARNESSING THE POWER OF STORYTELLING
TO BUILD BRANDS AND DRIVE ENGAGEMENT
Paul Jensen, President, Corporate Practice
Weber Shandwick

2. 2
welcome to the
engagement era
2

3. Expression
Insight
Research
Amplification & Engagement
Storytellers
Stories
Recovery
Rapid Response
Culture of Preparedness
protecting
reputation
Outcomes
Outputs
unifying
the enterprise brand voice
activating
the enterprise brand voice
measuring
reputation and business value
STRATEGIC FRAMEWORK FOR BUILDING
ENTERPRISE BRANDS

4. WHY STORYTELLING IS IMPORTANT
SCENE ONE

6. DON’T TAKE MY WORD FOR IT…

7. CORPORATE STORYTELLING
Stories that are
designed to engage;
with the ultimate
objective of
influencing behavior
or perceptions
Stories that appeal to
both hearts and minds,
are authentic, insightful
and truthful
Stories should not start and
end with what interests us; it
is about establishing a
connection with our
audiences

8. THE TECHNIQUES OF GREAT
STORYTELLING….AND GREAT
STORYTELLERS
SCENE TWO

9. TO BEGIN…

10. GREAT STORYTELLING…
STARTS WITH AN
ACTION IDEA

11. THE ACTION IDEA IN ACTION

12. THE ACTION IDEA IN ACTION
Corporate Social Responsibility

13. AND IF YOU DON’T TELL A GOOD STORY…
SOMEONE ELSE WILL.

14. INTRODUCING THE ACTION IDEA
It’s your core story, reduced to a simple few
lines. It has a clear beginning, middle and
end with an ‘action’ - or turning point - that
engages and sets the story in motion.

15. CORPORATE STORYTELLING DOESN’T
ALWAYS HAVE ALL THE ELEMENTS…
Freytag’s Pyramid

16. BUT A GOOD STORY ALWAYS HAS…
• A human element
(characters/emotion)
• Action and/or turning point
• And details / specifics!

17. TENSION & TURNING POINTS
TWO DIFFERENT PATHS
FINDING INNER STRENGTH
AN UNEXPECTED CHALLENGE
TAKINGARISK
OVERCOMINGADVERSITY
COURAGE OF CONVICTION
DAVID VS GOLIATH
RACE AGAINST TIMEGREATESCAPE
AMAZING TURNAROUND
ANEPIPHANY
WINNING AGAINST THE ODDS
BREAKING NEW GROUND
THE MISFIT

18. METHODOLOGY:
CREATING CORPORATE STORIES
SCENE THREE

19. AUDIENCE
YOUR
BRAND
ASSETS
ACTION-
IDEA
CONTENT
SYNDIC-
ATION
CONVERS-
ATION
PURPOSE
INSIGHT
what’s your
story
storytelling
campaign
execution
storytelling
campaign
development
TOWARDS A STORYTELLING CAMPAIGN…

20. DEFINING YOUR PURPOSE
BUSINESS
Increase enrollment from
international students
Ensure parents see us as a wise
investment
Have business communities
support us and provide third-party
validation of our positioning
Create engagement among
young adults in Asian markets
Challenge (or reinforce) a
perception about the brand
Generate word-of-mouth buzz
among professional services
firms on the east coast
STORYGOAL

21. DEFINING AN (AUDIENCE) INSIGHT
1. A new
understanding of a
problem, person, or
situation
2. Seeing into the
inner character, or
an underlying truth

22. Communication Insights: ExamplesEXAMPLES OF INSIGHTS

23. Public Affairs | December 2013
THEMES TO BUILD STORIES AROUND
Creating
successful
entrepreneurs
Instilling the
importance of
community
service
Meeting the
challenges of a
global
economy

24. WHAT’S THE STORY…?
TWO DIFFERENT PATHS
FINDING INNER STRENGTH
AN UNEXPECTED CHALLENGE
TAKINGARISK
OVERCOMINGADVERSITY
COURAGE OF CONVICTION
DAVID VS GOLIATH
RACE AGAINST TIMEGREATESCAPE
AMAZING TURNAROUND
ANEPIPHANY
WINNING AGAINST THE ODDS
BREAKING NEW GROUND
THE MISFIT

25. USING STORYTELLING AS A
CAMPAIGN PLANNING TOOL
SCENE FOUR

26. AUDIENCE
CLIENT
BRAND
ASSETS
ACTION-
IDEA
CONTENT
SYNDIC-
ATION
CONVERS-
ATION
PURPOSE
INSIGHT
what’s your
story
storytelling
campaign
execution
storytelling
campaign
development

27. CLOSING SCENE

28. HARNESSING THE POWER OF STORYTELLING
TO BUILD BRANDS AND DRIVE ENGAGEMENT
Paul Jensen, President, Corporate Practice
Weber Shandwick