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Tapping into the Power of Story

Rufus Woods, publisher

The Wenatchee World

Rufus Woods

Dam promoter, story teller

Today’s media landscape

• Fragmented industry and audience

Media landscape

• Fragmented industry and audience

• Reporters & editors are overwhelmed

Media landscape

• Fragmented industry and audience

• Reporters & editors are overwhelmed

• Community media outlets looking for stories

Media landscape

• Fragmented industry and audience

• Reporters & editors are overwhelmed

• Community media outlets looking for stories

• Rise of non-traditional outlets

Social landscape

• Distrust of science

– Climate change denial

– Evolution as a ‘theory’

Political landscape

• Highly polarized

Political landscape

• Highly polarized

• Gov’t is the problem v. Gov’t as intervenor

How to break through?

• Tap into the power of story

How to break through?

• Tap into the power of story

• Don’t get seduced by data

How to break through?

• Tap into the power of story

• Don’t get seduced by data

• Be proactive in promoting stories

How to break through?

• Tap into the power of story

• Don’t get seduced by data

• Be proactive in promoting stories

• Cultivate relationships

A simple formula for storytelling

• The saga of Truth and Story

Great NCW stories

• Pioneer Water System project

Great NCW stories

• Pioneer Water System Project

• Nason Creek Reconnection Project

Practical ideas

• Let those you have helped tell their story

Practical ideas

• Let those you have helped tell their story

• Authenticity is key

Practical ideas

• Let those you have helped tell their story

• Authenticity is key

• Build relationships in the media

Practical ideas

• Let those you have helped tell their story

• Authenticity is key

• Build relationships in the media

• Use multiple channels to get the word out

– Be creative

Practical ideas

• Let those you have helped tell their story

• Authenticity is key

• Build relationships in the media

• Use multiple channels to get the word out

– Be creative

• Consider promoting the fact that you build community,

work collaboratively and resolve challenges

Final reflections:

People are yearning for hope and confidence

Final reflections:

People are yearning for hope and confidence

Tap into the power of story

Thank you!