The document outlines an agenda for a communication strategy workshop. It includes sections on storytelling, the PR landscape, case studies, and designing an effective communication strategy. Key topics discussed are defining your brand story, crafting media-friendly stories, understanding your audience, and establishing relationships with journalists. The goal is to help organizations strengthen their communication processes and maximize their media presence.

2. AGENDA
WELCOME - ELEVATE COMMUNICATION
STORYTELLING
PR LANDSCAPE
CASE STUDIES
Q & A
2

3. THE COMMUNICATION PROCESS
THE ELEVATE EXPERIENCE
01
02
03
04
05
WHAT ARE THE MILESTONES?WHO ARE YOUR STAKEHOLDERS?
WHAT IS YOUR STORY?
WHAT IS YOUR MESSAGE?
WHAT IS YOUR USP?
3

4. 4
THE AGE OF STORYTELLING
Evolution of Storytelling
ENGAGING
INNOVATIVE
SENSES
INNOVATIVE
ENGAGING
SENSES

5. 5
STORYTELLING CRITICAL ELEMENTS
How to def ine your story?
PREPARATION
SENTIMENT
DISTRIBUTION
EXPERIENCE
PURPOSE

6. 6
PR LANDSCAPE
IMPACT OF COVID
GLOBAL EVENTS - LOCAL IMPACT
DISRUPTION OF BUSINESS
EVOLVING MEDIA LANDSCAPE

8. 8
THERE’S HOPE!
ACT FOR KIDS ACADEMY CASE STUDY
TUESDAY, 27 OCTOBER 2020

9. 9
DESIGINING A COMMUNICATION STRATEGY
E L E V A T E C O M M U N I C A T I O N S T R A T E G Y
BRAND LONGETIVITY
PRESENCE & REACH
HOLISTIC PILLARS
INNOVATIVE STORYTELLING
PERFORMANCE METRICS

10. 10
WHAT MAKES THE NEWS?
Craf ting a story angle
IMPACT
How big of a deal is your story?
TIMELINESS
If it’s not new, it’s not news!
NOVELTY
What makes this story unique?
PROXIMITY
Is this a local angle?
CURRENCY
Is it relevant to the times?
CONFLICT
Various perspectives makes a
good story
INTEREST
What is the human sentiment?
PROMINENCE
Is the story/person extraordinary?

11. 11
PR STRATEGY BEST PRACTICES
THE DO’s OF PR
SPOKESPERSON
You may be required to offer insights and
answer questions. Are you prepared?
BRAND
Promote the brand when opportunity rises.
PREPARE
Rehearse your key messages.
SHARE
Share as much as you are able with
the media.

12. 12
ACCURATE
MEDIA
DON'T
REPITCH
DON'T
OVERSHARE
SPEAK
TRUTHFULLY
THE DONT’s
OF PR

13. 13
ROADMAP TO MEDIA ENGAGEMENT
KNOW THE PR PROCESS
Who are the appropriate
media targets?
IDENTIFICATION
Know the work of the key
journalists and media.
SPECIALITY
How will you pitch the story?
PITCH
Journalists are human too.
Value their time.
APPROACH
Build a relationship with the
people you engage with.
RAPPORT
Provide them with
everything they need.
PACKAGE

14. 14
SUCCESS!
KNOW THE PR PROCESS - TECHSMITH

15. 15
PRINT
The Courier Mail, The Australian,
Regional Newspapers
ONLINE + DIGI PUBLISHERS
News.com.au, Mumbrella, BandT
Business News Australia
LONG LEAD PUBLICATIONS
Australian Womens Weekly, U on
Sunday, Queensland Business
Monthly
TV
Sunrise, The Today Show,
Channel 7, 9, 10 and ABC
OWNED & EARNED MEDIA
Podcasts, Social Media, Email Lists ,
Webinars
RADIO
4BC, ABC RADIO NATIONAL,
HIT, NOVA
MEDIA OPPORTUNITIES

16. 16
IDEA MAPPING
STORY CRAFTING
ACTIVITY
MILESTONES
ADAPTATION
TRENDS

17. 17
AUSTRALIAN FUNDRAISING:
THE RISE OF ZOOM ON TV
QSUPER & THE COFFEE CLUB: KNOWING YOUR OUTLETS
AND THEIR SEGMENTS

18. 18
QSUPER: PIVOT! CULTURE KINGS: LEVERAGE YOUR ASSETS
PIVOTEL: IT ALL COMES DOWN
TO RELATIONSHIPS

19. 19
INFLUENCE OF REPUTATION
THE CONVERSION CYCLE
THE ATTRACTION VALUE
The following areas are how an audience perceives a brand and the
decision making process.
INFLUENCE
Experience
Reputation
Trust
Results
Story
Experience
Authority
Delivery
Collaboration
Touchpoints
Presence
Speed

21. PLANNING PROCESS STRATEGY
HOW DO W E EVOLVE?
EMBRACE GROWTH
DIGITAL TRANSFORMATION
CREATIVE OUTLOOK

22. 22
CONTACT INFORMATION
W E W O U L D L O V E T O H E A R F R O M Y O U
BOSCO ANTHONY
DIGITAL MARKETING DIRECTOR
bosco@elevatecom.com.au
0416 028 383
@boscoanthony - LinkedIn
CHLOE FITZGERALD
SENIOR PR AND COMMUNICATION MANAGER
chloe@elevatecom.com.au
0427 374 228
@chloefitzgerald-pr LinkedIn