The Rest of Your Story - PRSA Austin

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A look at 5 ways to elevate your brand storytelling with in your organization. Presented to Public Relations Society of America - Austin chapter.

Lara Zuehlke
The Rest of Your Story
Developing Content that Engages, Educates & Inspires Action

First Day of School Country Kids & Their Pigs
2

8
The Power of Story
At our core, we seek meaning &
connection.
Storytelling is in our DNA.
Stories have the power to challenge
us, educate us, excite us—and move us!
Not about what you say—it’s about
what they value & remember.
“The Storylistening Trance” (Brian
Strum

More Storytelling, Less Marketing
JOURNALISTS
Liberal Arts Training
Find & Report the Story
Facts & Sources
Intent to Inform
Business School Training
Create the Story
Facts to Fit
Intent to Sell
BIAS
OBJECTIVITY
MARKETERS
9

Case in Point
9
Early 2018 Texas Monthly Ethics
Scandal with Tim Taliaferro &
Bumble CEO Whitney Wolfe Herd
Columbia Journalism Review
reported Bumble ‘promised’ to pay
$25,000 on social media push to
promote the cover story
Chain of emails created challenges
for Taliaferro - removed as Editor in
Chief in March

The way we
perceive and
process information
impacts the
decisions we
make and the
actions we take.

make it personal | use vivid descriptions | share stories
when to use
how to capture
introduce ideas | gain support | align with ideas/brands
when to use
advocate for a choice | change direction | seek agreement
how to capture
describe & create buy-in | provide data & expertise |  
share benefits & facts
Heart Share
Mind Share
12
Creating Powerful Content

20
Explore through Audiences’ Eyes
Brainstorm Outside Your Typical Sphere
Think Like a Reporter - Find the Story
Ask Good Questions &  
Ask the Next Question
Find & Share Your Great Stories
Weave in Your Messages through
Showing, Not Just Telling

21
Establish Clear Roles & Responsibilities
Contributors: Generates content ideas and develops stories. Also supports reporting.
Owners: Initiates and oversees all aspects of channel’s success. Accountability falls to them.
Advisor: Supports Owner with channel strategy, goals, content ideation and reporting. May also
write content. Edits & approves content.

22
How Do You Define Success?
Which destinations should you elevate?
What are your key performance
indicators for each?
Which drivers should you elevate?
How often are you measuring?
How are you using your data to make
new decisions?

Produced by:The Richards Group
©2013 Dodge
Click Here for Paul Harvey Dodge Commercial

Questions?
Comments?
Lara Zuehlke
Director of Marketing & Communications
lara.zuehlke@austin.utexas.edu

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Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.

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原版制作(Sunderland毕业证书)桑德兰大学毕业证录取通知书一模一样

The Rest of Your Story - PRSA Austin

1. Lara Zuehlke The Rest of Your Story Developing Content that Engages, Educates & Inspires Action

2. First Day of School Country Kids & Their Pigs 2

3. The Art of Storytelling

4. 8 The Power of Story At our core, we seek meaning & connection. Storytelling is in our DNA. Stories have the power to challenge us, educate us, excite us—and move us! Not about what you say—it’s about what they value & remember. “The Storylistening Trance” (Brian Strum

5. 8

6. More Storytelling, Less Marketing JOURNALISTS Liberal Arts Training Find & Report the Story Facts & Sources Intent to Inform Business School Training Create the Story Facts to Fit Intent to Sell BIAS OBJECTIVITY MARKETERS 9

7. Case in Point 9 Early 2018 Texas Monthly Ethics Scandal with Tim Taliaferro & Bumble CEO Whitney Wolfe Herd Columbia Journalism Review reported Bumble ‘promised’ to pay $25,000 on social media push to promote the cover story Chain of emails created challenges for Taliaferro - removed as Editor in Chief in March

8. 1. Identify the Destination

9. Connect to Inspire Create a connection and tell a story that inspires them to take the next step. Engage to Educate Engage to educate audiences about your brand & how you can help them. Motivate to Action Move them from awareness to action to take the next step. SMS @ The Storytelling Arc

10. The Storytelling Roadmap Brand Storytelling Message Development Identify the Message Develop the Story Map the Message Building Storytellers For Brand Building For Selling For Thought Leadership For Internal Communications Feeding the Pipeline Establish Content Calendars Define Editorial Process Streamline Writing & Editing Repurposing Content Sharing & Measuring Monitor & Measurement Channel-specific Strategies PESO Content Integration 18 Strategy Development Audits & Strategic Planning Audience Mapping Analytics (SEO & Keywords) Engagement Path / KPIs Policies & Protocols

11. 2. Know Your Audiences

12. 11 How Do You Meet Their Needs?

13. 3. Create Meaning on Their Terms

14. The way we perceive and process information impacts the decisions we make and the actions we take.

16. Building Brand through Storytelling 14

17. 20

18. 4. Streamline Your Process

19. 20 Explore through Audiences’ Eyes Brainstorm Outside Your Typical Sphere Think Like a Reporter - Find the Story Ask Good Questions &   Ask the Next Question Find & Share Your Great Stories Weave in Your Messages through Showing, Not Just Telling

20. 21 Establish Clear Roles & Responsibilities Contributors: Generates content ideas and develops stories. Also supports reporting. Owners: Initiates and oversees all aspects of channel’s success. Accountability falls to them. Advisor: Supports Owner with channel strategy, goals, content ideation and reporting. May also write content. Edits & approves content.

21. 5. Evaluate, Measure, Repeat

22. 22 How Do You Define Success? Which destinations should you elevate? What are your key performance indicators for each? Which drivers should you elevate? How often are you measuring? How are you using your data to make new decisions?

23. 23 Brand Building Focus on output-based goals Softer calls to action (learn more) Introduce, invite & create awareness Measures could include ‣Traffic type & source ‣ Bounce rate ‣ Individual post performance Broader conversion path Sales Building Encourage specific action Clear, pre-defined path for conversion Specific calls to action (download/sign up) Measures could include ‣ Email open rates ‣ Click-through conversion points ‣ Additions to database ‣ Donations/sales Focus on outcome-based goals

25. JLBassBooks.com

26. Questions? Comments? Lara Zuehlke Director of Marketing & Communications lara.zuehlke@austin.utexas.edu

The Rest of Your Story - PRSA Austin

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