SlideShare a Scribd company logo

Aligning PR with Storytelling by The Hoffman Agency

As product news continues to be commoditized, it becomes increasingly important for communication professionals to build feature stories. This slide deck examines the type of content that makes for compelling storytelling.

1 of 48
Download to read offline
1
Let’s dispense with the myths.
2
Stories = Fiction
3
The mom admonishes the kid,
“The next time you tell a story, young man,
you’re going to find yourself on a timeout
that NEVER ENDS.”
4
Stories waste time.
5
But professor,
I’m telling you my paper on Freudian
Impulses During The French Revolution was
finished when I went to the fridge for my
roomie’s leftover pizza and out of nowhere
comes Mrs. Robinson’s Great Dane who
literally …
6

Recommended

What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersWhat Would Steve Do? 10 Lessons from the World's Most Captivating Presenters
What Would Steve Do? 10 Lessons from the World's Most Captivating PresentersHubSpot
 
Media relations summer camp 2012
Media relations summer camp 2012Media relations summer camp 2012
Media relations summer camp 2012Jay Robb
 
7 Unconventional Marketing Tactics for Small Businesses
7 Unconventional Marketing Tactics for Small Businesses7 Unconventional Marketing Tactics for Small Businesses
7 Unconventional Marketing Tactics for Small BusinessesDave Marcello
 
Dawson EWeek - Entrepreneurship Week Presentation
Dawson EWeek - Entrepreneurship Week PresentationDawson EWeek - Entrepreneurship Week Presentation
Dawson EWeek - Entrepreneurship Week PresentationKatheline Coleman
 
Advertsing association of india annual leadership conference, goa 2012
Advertsing association of india  annual leadership conference, goa 2012Advertsing association of india  annual leadership conference, goa 2012
Advertsing association of india annual leadership conference, goa 2012Jayant Murty
 
Making a Gabillion Dollars With Community Marketing...or something like that
Making a Gabillion Dollars With Community Marketing...or something like thatMaking a Gabillion Dollars With Community Marketing...or something like that
Making a Gabillion Dollars With Community Marketing...or something like thatTara Hunt
 

More Related Content

What's hot

Yralup: Social Media Aggregator
Yralup: Social Media AggregatorYralup: Social Media Aggregator
Yralup: Social Media AggregatorPankaj Singh
 
How storytelling can enhance digital projects
How storytelling can enhance digital projectsHow storytelling can enhance digital projects
How storytelling can enhance digital projectsLUKSO
 
SB'12 - Jonah Sachs - Free Range Studios
SB'12 - Jonah Sachs - Free Range StudiosSB'12 - Jonah Sachs - Free Range Studios
SB'12 - Jonah Sachs - Free Range StudiosSustainable Brands
 
CBizWeekendeventprocedure
CBizWeekendeventprocedureCBizWeekendeventprocedure
CBizWeekendeventprocedureCbiz Weekend
 
מיזם Magical Trash של תלמידי ביה"ס טשרניחובסקי בחיפה
מיזם Magical Trash של תלמידי ביה"ס טשרניחובסקי בחיפהמיזם Magical Trash של תלמידי ביה"ס טשרניחובסקי בחיפה
מיזם Magical Trash של תלמידי ביה"ס טשרניחובסקי בחיפהGalit Zamler
 
Business Storytelling by Cynthia Hartwig of Two Pens
Business Storytelling by Cynthia Hartwig of Two PensBusiness Storytelling by Cynthia Hartwig of Two Pens
Business Storytelling by Cynthia Hartwig of Two PensCynthia Hartwig
 
רעיון למיזם של תלמידות בי"ס טשרניחובסקי בחיפה בתחרות יזמות
רעיון למיזם של תלמידות בי"ס טשרניחובסקי בחיפה בתחרות יזמותרעיון למיזם של תלמידות בי"ס טשרניחובסקי בחיפה בתחרות יזמות
רעיון למיזם של תלמידות בי"ס טשרניחובסקי בחיפה בתחרות יזמותGalit Zamler
 
How To Be Generous
How To Be GenerousHow To Be Generous
How To Be Generousbellomatic
 
מיזם KFK-KIDS FOR KIDS של תלמידי בי"ס טשרניחובסקי בחיפה
מיזם KFK-KIDS FOR KIDS של תלמידי בי"ס טשרניחובסקי בחיפהמיזם KFK-KIDS FOR KIDS של תלמידי בי"ס טשרניחובסקי בחיפה
מיזם KFK-KIDS FOR KIDS של תלמידי בי"ס טשרניחובסקי בחיפהGalit Zamler
 
Storytelling Startup: From Core-Story to Content Strategy.
Storytelling Startup: From Core-Story to Content Strategy. Storytelling Startup: From Core-Story to Content Strategy.
Storytelling Startup: From Core-Story to Content Strategy. Christian Riedel
 
Cannes Lions: Marketing trends and what we learned from Kanye West
Cannes Lions: Marketing trends and what we learned from Kanye WestCannes Lions: Marketing trends and what we learned from Kanye West
Cannes Lions: Marketing trends and what we learned from Kanye WestJack Morton Worldwide
 
Transmedia Storytelling for Filmmakers (2.0)
Transmedia Storytelling for Filmmakers (2.0)Transmedia Storytelling for Filmmakers (2.0)
Transmedia Storytelling for Filmmakers (2.0)Robert Pratten
 
Trizetto - Jenn Lim - Delivering Happiness
Trizetto - Jenn Lim - Delivering HappinessTrizetto - Jenn Lim - Delivering Happiness
Trizetto - Jenn Lim - Delivering HappinessDelivering Happiness
 
WISDOM CIRCLES FOR ORGANIZATIONS
WISDOM CIRCLES FOR ORGANIZATIONSWISDOM CIRCLES FOR ORGANIZATIONS
WISDOM CIRCLES FOR ORGANIZATIONSMitchell Ditkoff
 

What's hot (20)

Yralup: Social Media Aggregator
Yralup: Social Media AggregatorYralup: Social Media Aggregator
Yralup: Social Media Aggregator
 
Power to the People: Unlocking Humanity's Creative Potential - Anny Havercrof...
Power to the People: Unlocking Humanity's Creative Potential - Anny Havercrof...Power to the People: Unlocking Humanity's Creative Potential - Anny Havercrof...
Power to the People: Unlocking Humanity's Creative Potential - Anny Havercrof...
 
How storytelling can enhance digital projects
How storytelling can enhance digital projectsHow storytelling can enhance digital projects
How storytelling can enhance digital projects
 
Humor business
Humor businessHumor business
Humor business
 
Social media genius
Social media geniusSocial media genius
Social media genius
 
WANTED:
WANTED: WANTED:
WANTED:
 
SB'12 - Jonah Sachs - Free Range Studios
SB'12 - Jonah Sachs - Free Range StudiosSB'12 - Jonah Sachs - Free Range Studios
SB'12 - Jonah Sachs - Free Range Studios
 
CBizWeekendeventprocedure
CBizWeekendeventprocedureCBizWeekendeventprocedure
CBizWeekendeventprocedure
 
מיזם Magical Trash של תלמידי ביה"ס טשרניחובסקי בחיפה
מיזם Magical Trash של תלמידי ביה"ס טשרניחובסקי בחיפהמיזם Magical Trash של תלמידי ביה"ס טשרניחובסקי בחיפה
מיזם Magical Trash של תלמידי ביה"ס טשרניחובסקי בחיפה
 
Business Storytelling by Cynthia Hartwig of Two Pens
Business Storytelling by Cynthia Hartwig of Two PensBusiness Storytelling by Cynthia Hartwig of Two Pens
Business Storytelling by Cynthia Hartwig of Two Pens
 
רעיון למיזם של תלמידות בי"ס טשרניחובסקי בחיפה בתחרות יזמות
רעיון למיזם של תלמידות בי"ס טשרניחובסקי בחיפה בתחרות יזמותרעיון למיזם של תלמידות בי"ס טשרניחובסקי בחיפה בתחרות יזמות
רעיון למיזם של תלמידות בי"ס טשרניחובסקי בחיפה בתחרות יזמות
 
Ignition five 30.08.10
Ignition five 30.08.10Ignition five 30.08.10
Ignition five 30.08.10
 
How To Be Generous
How To Be GenerousHow To Be Generous
How To Be Generous
 
מיזם KFK-KIDS FOR KIDS של תלמידי בי"ס טשרניחובסקי בחיפה
מיזם KFK-KIDS FOR KIDS של תלמידי בי"ס טשרניחובסקי בחיפהמיזם KFK-KIDS FOR KIDS של תלמידי בי"ס טשרניחובסקי בחיפה
מיזם KFK-KIDS FOR KIDS של תלמידי בי"ס טשרניחובסקי בחיפה
 
Storytelling Startup: From Core-Story to Content Strategy.
Storytelling Startup: From Core-Story to Content Strategy. Storytelling Startup: From Core-Story to Content Strategy.
Storytelling Startup: From Core-Story to Content Strategy.
 
Brand Storytelling
Brand StorytellingBrand Storytelling
Brand Storytelling
 
Cannes Lions: Marketing trends and what we learned from Kanye West
Cannes Lions: Marketing trends and what we learned from Kanye WestCannes Lions: Marketing trends and what we learned from Kanye West
Cannes Lions: Marketing trends and what we learned from Kanye West
 
Transmedia Storytelling for Filmmakers (2.0)
Transmedia Storytelling for Filmmakers (2.0)Transmedia Storytelling for Filmmakers (2.0)
Transmedia Storytelling for Filmmakers (2.0)
 
Trizetto - Jenn Lim - Delivering Happiness
Trizetto - Jenn Lim - Delivering HappinessTrizetto - Jenn Lim - Delivering Happiness
Trizetto - Jenn Lim - Delivering Happiness
 
WISDOM CIRCLES FOR ORGANIZATIONS
WISDOM CIRCLES FOR ORGANIZATIONSWISDOM CIRCLES FOR ORGANIZATIONS
WISDOM CIRCLES FOR ORGANIZATIONS
 

Viewers also liked

How PR Communicators Can Stay Relevant
How PR Communicators Can Stay RelevantHow PR Communicators Can Stay Relevant
How PR Communicators Can Stay RelevantThe Hoffman Agency
 
The Blurring Line Between Digital Marketing and PR
The Blurring Line Between Digital Marketing and PRThe Blurring Line Between Digital Marketing and PR
The Blurring Line Between Digital Marketing and PRThe Hoffman Agency
 
Lessons in Persuasive Language from The Game of Thrones
Lessons in Persuasive Language from The Game of ThronesLessons in Persuasive Language from The Game of Thrones
Lessons in Persuasive Language from The Game of ThronesThe Hoffman Agency
 
The Return of Storytelling vs. Corporate Speak
The Return of Storytelling vs. Corporate SpeakThe Return of Storytelling vs. Corporate Speak
The Return of Storytelling vs. Corporate SpeakThe Hoffman Agency
 
PR, Communication & Storytelling for Startups 1.1
PR, Communication & Storytelling for Startups 1.1PR, Communication & Storytelling for Startups 1.1
PR, Communication & Storytelling for Startups 1.1Press42
 
PR: how to use storytelling to make the jump from owned to earned media
PR: how to use storytelling to make the jump from owned to earned mediaPR: how to use storytelling to make the jump from owned to earned media
PR: how to use storytelling to make the jump from owned to earned mediaFINN
 
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...Lisa Grimm
 
Define your business model via a lean canvas to identify your highest risk (T...
Define your business model via a lean canvas to identify your highest risk (T...Define your business model via a lean canvas to identify your highest risk (T...
Define your business model via a lean canvas to identify your highest risk (T...ProductCamp Boston
 
Neil Wardrop - Channel 4 Personas
Neil Wardrop - Channel 4 PersonasNeil Wardrop - Channel 4 Personas
Neil Wardrop - Channel 4 PersonasUCDUK
 
London #B3Seminar: How to implement an audience engagement strategy - Laura C...
London #B3Seminar: How to implement an audience engagement strategy - Laura C...London #B3Seminar: How to implement an audience engagement strategy - Laura C...
London #B3Seminar: How to implement an audience engagement strategy - Laura C...Branded3
 
10 Things your Audience Hates About your Presentation
10 Things your Audience Hates About your Presentation10 Things your Audience Hates About your Presentation
10 Things your Audience Hates About your PresentationStinson
 
The What If Technique presented by Motivate Design
The What If Technique presented by Motivate DesignThe What If Technique presented by Motivate Design
The What If Technique presented by Motivate DesignMotivate Design
 
Tyrion’s Persuasive language in this Game in of Thrones Passage Puts Ted Talk...
Tyrion’s Persuasive language in this Game in of Thrones Passage Puts Ted Talk...Tyrion’s Persuasive language in this Game in of Thrones Passage Puts Ted Talk...
Tyrion’s Persuasive language in this Game in of Thrones Passage Puts Ted Talk...The Hoffman Agency
 
The Power of Strategic Storytelling (2013)
The Power of Strategic Storytelling (2013)The Power of Strategic Storytelling (2013)
The Power of Strategic Storytelling (2013)Ole Tillmann
 
Message in a Digital Bottle: Finding the Right Audience By Marla Johnson - #S...
Message in a Digital Bottle: Finding the Right Audience By Marla Johnson - #S...Message in a Digital Bottle: Finding the Right Audience By Marla Johnson - #S...
Message in a Digital Bottle: Finding the Right Audience By Marla Johnson - #S...Search Engine Journal
 
Presentation on Public Relations and Visual Storytelling
Presentation on Public Relations and Visual StorytellingPresentation on Public Relations and Visual Storytelling
Presentation on Public Relations and Visual StorytellingDavid Parmet
 

Viewers also liked (20)

How PR Communicators Can Stay Relevant
How PR Communicators Can Stay RelevantHow PR Communicators Can Stay Relevant
How PR Communicators Can Stay Relevant
 
The Blurring Line Between Digital Marketing and PR
The Blurring Line Between Digital Marketing and PRThe Blurring Line Between Digital Marketing and PR
The Blurring Line Between Digital Marketing and PR
 
Client Agency Relationships
Client Agency RelationshipsClient Agency Relationships
Client Agency Relationships
 
Lessons in Persuasive Language from The Game of Thrones
Lessons in Persuasive Language from The Game of ThronesLessons in Persuasive Language from The Game of Thrones
Lessons in Persuasive Language from The Game of Thrones
 
The Return of Storytelling vs. Corporate Speak
The Return of Storytelling vs. Corporate SpeakThe Return of Storytelling vs. Corporate Speak
The Return of Storytelling vs. Corporate Speak
 
PR, Communication & Storytelling for Startups 1.1
PR, Communication & Storytelling for Startups 1.1PR, Communication & Storytelling for Startups 1.1
PR, Communication & Storytelling for Startups 1.1
 
PR: how to use storytelling to make the jump from owned to earned media
PR: how to use storytelling to make the jump from owned to earned mediaPR: how to use storytelling to make the jump from owned to earned media
PR: how to use storytelling to make the jump from owned to earned media
 
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...
Storytelling vs. Creating Stories: How to Increase Reach and Engagement on Fa...
 
Define your business model via a lean canvas to identify your highest risk (T...
Define your business model via a lean canvas to identify your highest risk (T...Define your business model via a lean canvas to identify your highest risk (T...
Define your business model via a lean canvas to identify your highest risk (T...
 
Neil Wardrop - Channel 4 Personas
Neil Wardrop - Channel 4 PersonasNeil Wardrop - Channel 4 Personas
Neil Wardrop - Channel 4 Personas
 
London #B3Seminar: How to implement an audience engagement strategy - Laura C...
London #B3Seminar: How to implement an audience engagement strategy - Laura C...London #B3Seminar: How to implement an audience engagement strategy - Laura C...
London #B3Seminar: How to implement an audience engagement strategy - Laura C...
 
Positioning framework template
Positioning framework templatePositioning framework template
Positioning framework template
 
10 Things your Audience Hates About your Presentation
10 Things your Audience Hates About your Presentation10 Things your Audience Hates About your Presentation
10 Things your Audience Hates About your Presentation
 
The What If Technique presented by Motivate Design
The What If Technique presented by Motivate DesignThe What If Technique presented by Motivate Design
The What If Technique presented by Motivate Design
 
Creativity in PR
Creativity in PRCreativity in PR
Creativity in PR
 
Tyrion’s Persuasive language in this Game in of Thrones Passage Puts Ted Talk...
Tyrion’s Persuasive language in this Game in of Thrones Passage Puts Ted Talk...Tyrion’s Persuasive language in this Game in of Thrones Passage Puts Ted Talk...
Tyrion’s Persuasive language in this Game in of Thrones Passage Puts Ted Talk...
 
Digital Storytelling for Asian Multinationals
Digital Storytelling for Asian MultinationalsDigital Storytelling for Asian Multinationals
Digital Storytelling for Asian Multinationals
 
The Power of Strategic Storytelling (2013)
The Power of Strategic Storytelling (2013)The Power of Strategic Storytelling (2013)
The Power of Strategic Storytelling (2013)
 
Message in a Digital Bottle: Finding the Right Audience By Marla Johnson - #S...
Message in a Digital Bottle: Finding the Right Audience By Marla Johnson - #S...Message in a Digital Bottle: Finding the Right Audience By Marla Johnson - #S...
Message in a Digital Bottle: Finding the Right Audience By Marla Johnson - #S...
 
Presentation on Public Relations and Visual Storytelling
Presentation on Public Relations and Visual StorytellingPresentation on Public Relations and Visual Storytelling
Presentation on Public Relations and Visual Storytelling
 

Similar to Aligning PR with Storytelling by The Hoffman Agency

Socialtelling - Storytelling para el Tercer Sector - Fundación Uno entre Cien...
Socialtelling - Storytelling para el Tercer Sector - Fundación Uno entre Cien...Socialtelling - Storytelling para el Tercer Sector - Fundación Uno entre Cien...
Socialtelling - Storytelling para el Tercer Sector - Fundación Uno entre Cien...unoentrecienmil
 
The Storyteller's Secret: 3 Keys to Mastering Storytelling to Win Hearts and ...
The Storyteller's Secret: 3 Keys to Mastering Storytelling to Win Hearts and ...The Storyteller's Secret: 3 Keys to Mastering Storytelling to Win Hearts and ...
The Storyteller's Secret: 3 Keys to Mastering Storytelling to Win Hearts and ...Carmine Gallo
 
The Future of Marketing: Make Things People Want or Make People Want Things?
The Future of Marketing: Make Things People Want or Make People Want Things?The Future of Marketing: Make Things People Want or Make People Want Things?
The Future of Marketing: Make Things People Want or Make People Want Things?John V Willshire
 
A whole new_min_dpp_org-1[1]
A whole new_min_dpp_org-1[1]A whole new_min_dpp_org-1[1]
A whole new_min_dpp_org-1[1]jabdurrashid
 
Impact of technology on narratives
Impact of technology on narrativesImpact of technology on narratives
Impact of technology on narrativesPietro Polsinelli
 
Mentorship In Nursing Essay.pdf
Mentorship In Nursing Essay.pdfMentorship In Nursing Essay.pdf
Mentorship In Nursing Essay.pdfLori Jones
 
6.1 making it stick lecture slides student notes
6.1 making it stick lecture slides student notes6.1 making it stick lecture slides student notes
6.1 making it stick lecture slides student notesNancy Bray
 
023 How To Start Rhetorical Analysis Writing Essay Out
023 How To Start Rhetorical Analysis Writing Essay Out023 How To Start Rhetorical Analysis Writing Essay Out
023 How To Start Rhetorical Analysis Writing Essay OutChristy Davis
 
You're fired or are you hired? [edit]
You're fired or are you hired? [edit]You're fired or are you hired? [edit]
You're fired or are you hired? [edit]Rob Jewitt
 
Storytelling and Knowledge Management
Storytelling and Knowledge ManagementStorytelling and Knowledge Management
Storytelling and Knowledge ManagementSteve Song
 
Illustration Essay Guide To Writing An Excellent Piece Of
Illustration Essay Guide To Writing An Excellent Piece OfIllustration Essay Guide To Writing An Excellent Piece Of
Illustration Essay Guide To Writing An Excellent Piece OfJill Baldwin
 
40 Storyquotes that will shake your mind
40 Storyquotes that will shake your mind 40 Storyquotes that will shake your mind
40 Storyquotes that will shake your mind LUKSO
 
Once Upon A Time At The Office: 10 Storytelling Tips To Help You Be More Pers...
Once Upon A Time At The Office: 10 Storytelling Tips To Help You Be More Pers...Once Upon A Time At The Office: 10 Storytelling Tips To Help You Be More Pers...
Once Upon A Time At The Office: 10 Storytelling Tips To Help You Be More Pers...Steve Sorensen
 
Transmedia Narratives DDB
Transmedia Narratives DDBTransmedia Narratives DDB
Transmedia Narratives DDBLeo Rayman
 
Issues Educational
Issues EducationalIssues Educational
Issues EducationalSheikha909
 
Twenty Revelations about Digital Storytelling in Education- Jason Ohler
Twenty Revelations about Digital Storytelling in Education- Jason OhlerTwenty Revelations about Digital Storytelling in Education- Jason Ohler
Twenty Revelations about Digital Storytelling in Education- Jason OhlerJason Ohler
 
Fall 2020 JOU 1000 4th Class MORE for week of August 31, 2020 - SEPTEMBER 3 P...
Fall 2020 JOU 1000 4th Class MORE for week of August 31, 2020 - SEPTEMBER 3 P...Fall 2020 JOU 1000 4th Class MORE for week of August 31, 2020 - SEPTEMBER 3 P...
Fall 2020 JOU 1000 4th Class MORE for week of August 31, 2020 - SEPTEMBER 3 P...Michael Rizzo
 
eToro startup & mgnt 2.0 course - Class 02 party like it’s 1999
eToro startup & mgnt 2.0 course - Class 02 party like it’s 1999eToro startup & mgnt 2.0 course - Class 02 party like it’s 1999
eToro startup & mgnt 2.0 course - Class 02 party like it’s 1999Estrella Demonte
 

Similar to Aligning PR with Storytelling by The Hoffman Agency (20)

Socialtelling - Storytelling para el Tercer Sector - Fundación Uno entre Cien...
Socialtelling - Storytelling para el Tercer Sector - Fundación Uno entre Cien...Socialtelling - Storytelling para el Tercer Sector - Fundación Uno entre Cien...
Socialtelling - Storytelling para el Tercer Sector - Fundación Uno entre Cien...
 
The Storyteller's Secret: 3 Keys to Mastering Storytelling to Win Hearts and ...
The Storyteller's Secret: 3 Keys to Mastering Storytelling to Win Hearts and ...The Storyteller's Secret: 3 Keys to Mastering Storytelling to Win Hearts and ...
The Storyteller's Secret: 3 Keys to Mastering Storytelling to Win Hearts and ...
 
The Future of Marketing: Make Things People Want or Make People Want Things?
The Future of Marketing: Make Things People Want or Make People Want Things?The Future of Marketing: Make Things People Want or Make People Want Things?
The Future of Marketing: Make Things People Want or Make People Want Things?
 
A whole new_min_dpp_org-1[1]
A whole new_min_dpp_org-1[1]A whole new_min_dpp_org-1[1]
A whole new_min_dpp_org-1[1]
 
Impact of technology on narratives
Impact of technology on narrativesImpact of technology on narratives
Impact of technology on narratives
 
Mentorship In Nursing Essay.pdf
Mentorship In Nursing Essay.pdfMentorship In Nursing Essay.pdf
Mentorship In Nursing Essay.pdf
 
6.1 making it stick lecture slides student notes
6.1 making it stick lecture slides student notes6.1 making it stick lecture slides student notes
6.1 making it stick lecture slides student notes
 
023 How To Start Rhetorical Analysis Writing Essay Out
023 How To Start Rhetorical Analysis Writing Essay Out023 How To Start Rhetorical Analysis Writing Essay Out
023 How To Start Rhetorical Analysis Writing Essay Out
 
You're fired or are you hired? [edit]
You're fired or are you hired? [edit]You're fired or are you hired? [edit]
You're fired or are you hired? [edit]
 
Storytelling and Knowledge Management
Storytelling and Knowledge ManagementStorytelling and Knowledge Management
Storytelling and Knowledge Management
 
Illustration Essay Guide To Writing An Excellent Piece Of
Illustration Essay Guide To Writing An Excellent Piece OfIllustration Essay Guide To Writing An Excellent Piece Of
Illustration Essay Guide To Writing An Excellent Piece Of
 
40 Storyquotes that will shake your mind
40 Storyquotes that will shake your mind 40 Storyquotes that will shake your mind
40 Storyquotes that will shake your mind
 
Once Upon A Time At The Office: 10 Storytelling Tips To Help You Be More Pers...
Once Upon A Time At The Office: 10 Storytelling Tips To Help You Be More Pers...Once Upon A Time At The Office: 10 Storytelling Tips To Help You Be More Pers...
Once Upon A Time At The Office: 10 Storytelling Tips To Help You Be More Pers...
 
Transmedia Narratives DDB
Transmedia Narratives DDBTransmedia Narratives DDB
Transmedia Narratives DDB
 
Issues Educational
Issues EducationalIssues Educational
Issues Educational
 
Twenty Revelations about Digital Storytelling in Education- Jason Ohler
Twenty Revelations about Digital Storytelling in Education- Jason OhlerTwenty Revelations about Digital Storytelling in Education- Jason Ohler
Twenty Revelations about Digital Storytelling in Education- Jason Ohler
 
Essay On Room 101 Bruce Golding
Essay On Room 101 Bruce GoldingEssay On Room 101 Bruce Golding
Essay On Room 101 Bruce Golding
 
Reading on a Holodeck
Reading on a HolodeckReading on a Holodeck
Reading on a Holodeck
 
Fall 2020 JOU 1000 4th Class MORE for week of August 31, 2020 - SEPTEMBER 3 P...
Fall 2020 JOU 1000 4th Class MORE for week of August 31, 2020 - SEPTEMBER 3 P...Fall 2020 JOU 1000 4th Class MORE for week of August 31, 2020 - SEPTEMBER 3 P...
Fall 2020 JOU 1000 4th Class MORE for week of August 31, 2020 - SEPTEMBER 3 P...
 
eToro startup & mgnt 2.0 course - Class 02 party like it’s 1999
eToro startup & mgnt 2.0 course - Class 02 party like it’s 1999eToro startup & mgnt 2.0 course - Class 02 party like it’s 1999
eToro startup & mgnt 2.0 course - Class 02 party like it’s 1999
 

Recently uploaded

Cracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptxCracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptxWorkforce Group
 
Sample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategySample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategyRemar Barquilla
 
IT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - EventIT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - EventInbay UK
 
Grevault battery storage system manufacturer
Grevault battery storage system manufacturerGrevault battery storage system manufacturer
Grevault battery storage system manufacturerGrevault
 
Time Management Techniques for increased productivity and goal achievement
Time Management Techniques for increased productivity and goal achievementTime Management Techniques for increased productivity and goal achievement
Time Management Techniques for increased productivity and goal achievementOfficeClip
 
Geocell manufacture in india Singhal industries
Geocell manufacture in india Singhal industriesGeocell manufacture in india Singhal industries
Geocell manufacture in india Singhal industriesdmktgsinghal
 
SARomics Biostructures 2024 Company Presentation
SARomics Biostructures 2024 Company PresentationSARomics Biostructures 2024 Company Presentation
SARomics Biostructures 2024 Company PresentationSalam Al-Karadaghi
 
SlideEgg_300445-Apple Inc(1).pptx case study
SlideEgg_300445-Apple Inc(1).pptx case studySlideEgg_300445-Apple Inc(1).pptx case study
SlideEgg_300445-Apple Inc(1).pptx case studyindobanglatradeinter
 
Presentation_bagus tentang glaucoma gitu.pptx
Presentation_bagus tentang glaucoma gitu.pptxPresentation_bagus tentang glaucoma gitu.pptx
Presentation_bagus tentang glaucoma gitu.pptxkamismisteri
 
BeMetals Presentation_February_15_2024.pdf
BeMetals Presentation_February_15_2024.pdfBeMetals Presentation_February_15_2024.pdf
BeMetals Presentation_February_15_2024.pdfDerekIwanaka1
 
Zero Budget Marketing Strategy with KPIs for a Cleaning Detergent Training ...
Zero Budget Marketing  Strategy with KPIs for a Cleaning Detergent  Training ...Zero Budget Marketing  Strategy with KPIs for a Cleaning Detergent  Training ...
Zero Budget Marketing Strategy with KPIs for a Cleaning Detergent Training ...Precious Mvulane CA (SA),RA
 
How to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsHow to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsSalesScripter
 
D2 meeting agenda 02.12.24.hehehheeebebepdf
D2 meeting agenda 02.12.24.hehehheeebebepdfD2 meeting agenda 02.12.24.hehehheeebebepdf
D2 meeting agenda 02.12.24.hehehheeebebepdfsundaysantos13
 
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream Team
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream TeamMore Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream Team
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream TeamAnga Jubase
 
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...Lviv Startup Club
 
Clean/Renewable Energy Virtual Investor Conference
Clean/Renewable Energy Virtual Investor ConferenceClean/Renewable Energy Virtual Investor Conference
Clean/Renewable Energy Virtual Investor ConferenceMarketing847413
 
Diageo Strategy Presentation made in February 2024 CAGNY
Diageo Strategy Presentation made in February 2024 CAGNYDiageo Strategy Presentation made in February 2024 CAGNY
Diageo Strategy Presentation made in February 2024 CAGNYNeil Kimberley
 
Miller Coors Presentation at CAGNY Feb 2024
Miller Coors Presentation at CAGNY Feb 2024Miller Coors Presentation at CAGNY Feb 2024
Miller Coors Presentation at CAGNY Feb 2024Neil Kimberley
 

Recently uploaded (20)

Cracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptxCracking the Leadership Shadow Code.pptx
Cracking the Leadership Shadow Code.pptx
 
Sample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO StrategySample Competitors' SWOT Analysis for your SEO Strategy
Sample Competitors' SWOT Analysis for your SEO Strategy
 
IT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - EventIT Nation Evolve event 2024 - Quarter 1 - Event
IT Nation Evolve event 2024 - Quarter 1 - Event
 
Grevault battery storage system manufacturer
Grevault battery storage system manufacturerGrevault battery storage system manufacturer
Grevault battery storage system manufacturer
 
Time Management Techniques for increased productivity and goal achievement
Time Management Techniques for increased productivity and goal achievementTime Management Techniques for increased productivity and goal achievement
Time Management Techniques for increased productivity and goal achievement
 
Geocell manufacture in india Singhal industries
Geocell manufacture in india Singhal industriesGeocell manufacture in india Singhal industries
Geocell manufacture in india Singhal industries
 
SARomics Biostructures 2024 Company Presentation
SARomics Biostructures 2024 Company PresentationSARomics Biostructures 2024 Company Presentation
SARomics Biostructures 2024 Company Presentation
 
SlideEgg_300445-Apple Inc(1).pptx case study
SlideEgg_300445-Apple Inc(1).pptx case studySlideEgg_300445-Apple Inc(1).pptx case study
SlideEgg_300445-Apple Inc(1).pptx case study
 
Presentation_bagus tentang glaucoma gitu.pptx
Presentation_bagus tentang glaucoma gitu.pptxPresentation_bagus tentang glaucoma gitu.pptx
Presentation_bagus tentang glaucoma gitu.pptx
 
BeMetals Presentation_February_15_2024.pdf
BeMetals Presentation_February_15_2024.pdfBeMetals Presentation_February_15_2024.pdf
BeMetals Presentation_February_15_2024.pdf
 
Zero Budget Marketing Strategy with KPIs for a Cleaning Detergent Training ...
Zero Budget Marketing  Strategy with KPIs for a Cleaning Detergent  Training ...Zero Budget Marketing  Strategy with KPIs for a Cleaning Detergent  Training ...
Zero Budget Marketing Strategy with KPIs for a Cleaning Detergent Training ...
 
How to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales SystemsHow to Get Around Sales Objection | The SMART Sales Systems
How to Get Around Sales Objection | The SMART Sales Systems
 
D2 meeting agenda 02.12.24.hehehheeebebepdf
D2 meeting agenda 02.12.24.hehehheeebebepdfD2 meeting agenda 02.12.24.hehehheeebebepdf
D2 meeting agenda 02.12.24.hehehheeebebepdf
 
2024 Calendar-eXperience MattersThailand
2024 Calendar-eXperience MattersThailand2024 Calendar-eXperience MattersThailand
2024 Calendar-eXperience MattersThailand
 
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream Team
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream TeamMore Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream Team
More Info: AJTechnicalDr.com Ways to Earn_AVBOB Dream Team
 
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
Ivan Verkalets: The Relevance of ISO 9001 & 27001 for Outsourcing Excellence ...
 
Clean/Renewable Energy Virtual Investor Conference
Clean/Renewable Energy Virtual Investor ConferenceClean/Renewable Energy Virtual Investor Conference
Clean/Renewable Energy Virtual Investor Conference
 
Diageo Strategy Presentation made in February 2024 CAGNY
Diageo Strategy Presentation made in February 2024 CAGNYDiageo Strategy Presentation made in February 2024 CAGNY
Diageo Strategy Presentation made in February 2024 CAGNY
 
Stand Out on the Road with a Creative Box Truck Wrap
Stand Out on the Road with a Creative Box Truck WrapStand Out on the Road with a Creative Box Truck Wrap
Stand Out on the Road with a Creative Box Truck Wrap
 
Miller Coors Presentation at CAGNY Feb 2024
Miller Coors Presentation at CAGNY Feb 2024Miller Coors Presentation at CAGNY Feb 2024
Miller Coors Presentation at CAGNY Feb 2024
 

Aligning PR with Storytelling by The Hoffman Agency

  • 1. 1
  • 2. Let’s dispense with the myths. 2
  • 4. The mom admonishes the kid, “The next time you tell a story, young man, you’re going to find yourself on a timeout that NEVER ENDS.” 4
  • 6. But professor, I’m telling you my paper on Freudian Impulses During The French Revolution was finished when I went to the fridge for my roomie’s leftover pizza and out of nowhere comes Mrs. Robinson’s Great Dane who literally … 6
  • 8. “When she threw that toupee out the window, it was the best thing that ever happened to me. I feel like my old self again: neurotic, paranoid, totally inadequate, completely insecure. It's a pleasure.” George Constanza Seinfeld 8
  • 9. OK, comic relief is not a total myth on TV. 9
  • 10. THE REALITY Today’s journalists, bloggers and business writers embrace classic storytelling techniques as a means to entertain. 10
  • 11. Technically Speaking, “Stories have such a powerful and universal appeal that the neurological roots of both telling tales and enjoying them are probably tied to crucial parts of our social cognition.” Scientific America Mind (August/September 2008) 11
  • 12. And if that wasn’t deep enough The human brain is predisposed to think in story terms. This predisposition is continuously reinforced and strengthened as the brain develops up through the age of 12. Adults are dependent on interpreting events and other humans’ behavior through story architectures. 12
  • 13. 25 November 2008 You don't have to be a crazed Jungian, a structural anthropologist, or a seven-basic-plots believer to agree that storytelling is something of universal importance in human experience, and something that exhibits deep and suggestive similarities across cultures. 13
  • 14. Back to the Core Premise: Stories entertain, helping media properties and others rise above commodity hell sometimes known as “Google alerts” 14
  • 15. Advertising Gets the Power of Narrative 15
  • 16. Are you thinking it behooves communication pros to develop content that aligns with this storytelling reality? 16
  • 18. Story Trees [stawr-ee tree] noun An internal document that captures content for helping others build their own stories. 18
  • 19. Story Trees should articulate the difference between “what was” “what is”and T I M E 19
  • 20. The bigger the gulf between the two, the greater the drama. 20
  • 21. Take the movie Rudy - 21
  • 22. If you jump to the end of the movie and see Rudy finally going into the game to play for Notre Dame, this has zero meaning. 22
  • 23. Instead, one needs to understand he originally got rejected, parlayed a junior college stint into admissions, walked on to the team as an undersized player, etc. Once Upon A Time One + Magazine 23
  • 24. Companies often stum le with the “what was.” They don’t want to rehash a negative; i.e., “cut from the football team a la Rudy.” 24
  • 25. But without this context, the advancement “what is” can’t be fully appreciated. 25
  • 26. Story Trees should bring out the humanity of the characters, the people in your company. 26
  • 27. Be a sadist. No matter how sweet and innocent your leading characters, make awful things happen to them – in order that the reader may see what they are made of. Story Tip #6 Kurt Vonnegut sketch by C.K. Sample III 27
  • 28. Senior executives don’t like recounting the awful things that happened to them (sometimes by their own doing). 28
  • 29. Which is why this type of content opens doors that might otherwise be closed. 29
  • 30. Story Trees should communicate the unexpected 30
  • 33. USA Today Story on turning table scraps into energy: • 2,300 companies provide food scraps. • 30 million tons of food waste go to landfills each year. • The utility processes 100 to 200 tons of food scraps a week. • Food scraps provide enough to power for 1,300 to 2,600 homes. • If the utility secured all 1,800 tons of scraps from commercial enterprises in the region, it could power 25,000 homes. • 50% of U.S. food waste could power 2.5M homes. 33
  • 34. Introducing the anecdote, arguably the most important element in the Story Tree arsenal 34
  • 35. There is a disconnect in how different people perceive anecdotes 35
  • 38. Lead in Business Intelligence Story: In 1879 James Ritty, a saloon-keeper in Dayton, Ohio, received a patent for a wooden contraption that he dubbed the “incorruptible cashier.” With a set of buttons and a loud bell, the device, sold by National Cash Register (NCR), was little more than a simple adding machine. Yet as an early form of managing information flows in American business the cash register had a huge impact. It not only reduced pilferage by alerting the shopkeeper when the till was opened; by recording every transaction, it also provided an instant overview of what was happening in the business. 38
  • 39. In other words, Ritty’s employees were stealing him blind. 39
  • 40. 40
  • 41. “Everyone has a natural detector for psychological realism.” Raymond A. Mar Assistant Professor of Psychology York University in Toronto 41
  • 43. Finally, Lose the jargon which smothers a story and bores people. 43
  • 45. Resources • One + Magazine: Storytelling and Your Quest for Business Success (February 2010) • Harvard Business Review: How a Two Minute Story Helps You Lead (August 4, 2009) • Scientific American: The Secret of Storytelling: Why We Love a Good Yarn (August 2008) • The Telegraph: Grand Theft Auto, Twitter and Beowulf All Demonstrate that Stories Will Never Die (November 25, 2008) • Steve Denning blog: The Leader’s Guide to Radical Management • Greg Morris blog: What’s Your Story? • Kathy Hansen’s blog: A Storied Career • Michael Margolis’s blog: Get Storied • Mike Bonifer’s blog: GameChangers • Claudio Perrone’s SlideShare deck Presentation Storytelling Techniques • Ishmael’s Corner: Five Storytelling Techniques to Give Business Communications Liftoff There’s a considerable amount of information available on the topic of storytelling. If you’d like to dig deeper, the following provides a cross section of resources: 45
  • 46. We conduct customized training and workshops on storytelling for both executives and communication professionals 46
  • 47. We blog on storytelling through a business prism at www.IshmaelsCorner.com. 47
  • 48. Europe: Mike Sottak +44 (0)7 4632 47399 North America: Stephen Burkhart 1 408 286-2611 Asia Pacific: Cassandra Cheong 86 (21) 6203-3366 X125 Global: Lou Hoffman 1 408 286-2611 Thank You IMAGES: CORBIS http://www.hoffman.com 48