This document provides an agenda and guidance for telling stories to make news and engage audiences. It discusses finding story types like problem-to-solution or rule-of-three, using reporter speak in titles and themes, and following steps to create, proof, publish, market, and engage with content on the right platforms. Attendees are asked to craft a 300-600 word story or under 1 minute video using the information and bring copies to share at the next meeting.

1. Speak the
work 2:
Telling our
own stories
Gordon Mayer

2. 1. Introductions: Play the Headline Game
2. Finding your stories
3. Telling stories—edit/publish
4. Using your stories-market/engage
5. Next steps
Agenda

3. To
Make
News,
You
Need
To Do
or
Create
Something
Man bites Dog, Peter Blapps, from flickr

4. Audiences Do Not Want
“mission statement” by Ecastro, from flickr

5. Use reporter speak 1: story types
• Poster child
• Problem to solution
• Cliches and common phrases
• “News peg”—play off current events
• Rule of 3: sources, facts, stats make a
story
• I stories

6. Use reporter speak 2: story titles
• How We Began / Influences / Founders
• Obstacles Faced and Problems Solved
• Where I Got This Idea
• What We Believe
• Before our time / After we did our thing
• Accomplishments, Victories, Feeling good!

7. Use reporter speak 3: story themes
• Oh No!...disaster, tragedy, bad news
• Yes!...victory, agreement, improvement
• Wow!...extreme, unique event
• Hmmm!...thought-provoking, stimulating
• Rituals...opening days, funerals, birthdays
• News You Can Use...helpful information

8. Steps to creating content
1. Report (interview, research, or draft)
2. Create (write / edit / shoot / borrow)
3. Proof (friend or colleague)
4. Publish (post / print / mail / share)
5. Market (tell everyone what you just did)
6. Engage (listen & respond)
7. Repeat (weekly, semi-weekly, monthly,

9. Make it stand out

10. Pick the right platform

11. Package and re-package

12. Market &
Engage
• Word of mouth
• Social media
champions
• Know your
audience and go
deep
• Others?

13. Next
• Craft 300 to 600 words + 1 image
• Or < 1 minute video
• Use info from this evening
• Please bring 6 copies for group to read
• Same time, same place Wednesday,
9/23

14. Thanks!
Gordon Mayer
312-307-0133
gordonmmayer@
gmail.com
Ameca Valley, Jalisco, Mexico
Storyteller Figure, A.D. 100/800
Art Institute of Chicago