Art of Storytelling in Public Relations

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A recent presentation on the Art of Storytelling in media relations.


<ul><li> 1. <ul><li>Transition From Broadcast to Connected TV Gathers Momentum as Microsoft Mediaroom-Powered Services Surpasses 2 Million Subscribers </li></ul><ul><li>In less than a year, subscribers to TV services powered by the Microsoft Mediaroom Internet Protocol Television (IPTV) and multimedia software platform have more than doubled, reaching over 2 million subscriber homes and powering services on nearly 4 million set-top boxes worldwide. In the past quarter alone, Mediaroom customers have connected 500,000 new subscribers across the globe. </li></ul>The Wolcott Company Patriot Pass unveiled at Copper Mountain, Steamboat and Winter Park Special Passes Offer Skiing And Riding For Military Personnel And Immediate Family Members At Three Of Colorado's Premier Resorts COPPER MOUNTAIN, STEAMBOAT SPRINGS and WINTER PARK, CO, Nov. 10 /PRNewswire/ - In honor of Veteran's Day, the three Intrawest resorts in Colorado unveiled the new Patriot Pass and Patriot Pass Plus, one of the first military passes in the state offering a full-season pass at special prices for military members and their immediate families. Designers Learn from Nature to Achieve a Platinum-Perfect Building USGBC Awards LEED Platinum to Los Angeles' Center for Community Forestry LOS ANGELES, Nov. 10 /PRNewswire-USNewswire/ -- The US Green Building Council (USGBC) awarded its highest level of recognition, LEED(R) Platinum certification, to the Conference Center at the newly re-opened TreePeople Center for Community Forestry. TreePeople, an environmental non-profit, has served the Los Angeles region for 35 years with the goal of "helping nature heal our cities." The state-of-the-art Conference Center provides a gathering place for local, national, and international leaders to create healthy, sustainable cities. For Parents in Academia, the Right Life Coach can Make the Difference Between Tenured and Terminated Parents in academia make great strides toward succeeding as professors, parents, and partners when they work with the right academic and life coach. Dr. Mary Coussons-Read, PhD, Professor of Psychology and Founding Principal of Powerful Mind Coaching, discusses her work with parents in academia and her clients results. Littleton, CO, July 26, 2008 --( )-- Getting tenure is hard enough, but doing it when youve got a family too? Moms and Dads in Colleges and Universities do it, but in the process, many struggle with intense stress, guilt about lost family time, and serious problems with time management Report urges states to tackle preterm birth crisis By LAURAN NEERGAARD AP Medical Writer WASHINGTONThe odds of having a premature baby are lowest in Vermont and highest in Mississippi. The March of Dimes mapped the stark state-by-state disparities in what it called a "report card" on prematurity Wednesdayto track progress toward meeting a federal goal of lowering preterm births . </li> <li> 2. Story Telling Grabbing a reporters attention NOW and for the long haul The Wolcott Company </li> <li> 3. <ul><li> A fact, wrapped in an emotion that compels us to take an action that transforms our world. </li></ul><ul><li>The Elements of Persuasion </li></ul><ul><li>Richard Maxwell and Robert Dickman </li></ul>The Wolcott Company Definition of a story </li> <li> 4. <ul><li>Where Storytelling Works </li></ul><ul><li>The difficult feature pitch </li></ul><ul><li>Do you want a front-page story or a inside brief? </li></ul><ul><li>There will be more </li></ul><ul><li>Controversy </li></ul><ul><li>Regional, national, local </li></ul>The Wolcott Company </li> <li> 5. <ul><li>Where Storytelling </li></ul><ul><li>Usually DOESNT Work </li></ul><ul><li>Publicly traded companies </li></ul><ul><li>Release of a medical study </li></ul><ul><li>Breaking news </li></ul><ul><li>Controversy </li></ul><ul><li>News in the Starbucks era </li></ul>The Wolcott Company </li> <li> 6. <ul><li>Obstacles to telling a story </li></ul><ul><li>Reluctant boss </li></ul><ul><li>No meat on the bone </li></ul><ul><li>Skeptical reporter </li></ul><ul><li>Not the right time </li></ul><ul><li>Busy news cycle </li></ul><ul><li>Lawyers </li></ul>The Wolcott Company </li> <li> 7. <ul><li>Obstacles to telling a good story </li></ul><ul><li>The wrong angle or phrase </li></ul><ul><li>Starbuck </li></ul><ul><li>vs. </li></ul><ul><li>Pequod </li></ul>The Wolcott Company </li> <li> 8. Reluctant boss or client <ul><li>Build your case </li></ul><ul><li><ul><li>Present the long-term goal </li></ul></li></ul><ul><li><ul><li>What is the urgency? </li></ul></li></ul><ul><li><ul><li>Provides a more complete picture of the companys progressive culture </li></ul></li></ul><ul><li><ul><li>Motivates employees </li></ul></li></ul><ul><li>This could take time </li></ul>The Wolcott Company </li> <li> 9. Meat on the bone <ul><li>Onions have layers = Play Reporter </li></ul><ul><li>Find the person behind the story </li></ul><ul><li><ul><li>Why was this medicine created? </li></ul></li></ul><ul><li>Research how stories got into print </li></ul><ul><li>Get rid of throwaway phrases </li></ul><ul><li><ul><li> Leader in the industry </li></ul></li></ul><ul><li><ul><li> Were committed </li></ul></li></ul><ul><li><ul><li> Part of our annual investment in.. </li></ul></li></ul>The Wolcott Company </li> <li> 10. Process to get Meat <ul><li>Start with the basic questions of a reporter </li></ul><ul><li>Why me? </li></ul><ul><li>Why now? </li></ul><ul><li>Why should I care? </li></ul><ul><li>How does this affect the average person? </li></ul>The Wolcott Company </li> <li> 11. Process to get Meat <ul><li>Talk to the line staff </li></ul><ul><li><ul><li>Less filtered information </li></ul></li></ul><ul><li>Talk to real customers </li></ul><ul><li>Research, research, research </li></ul><ul><li>Pretend youre writing an op-ed </li></ul>The Wolcott Company </li> <li> 12. Research <ul><li>Google similar stories, phrases </li></ul><ul><li>Check out the competitions press releases </li></ul><ul><li>Bloggers tell stories everyday </li></ul>The Wolcott Company </li> <li> 13. Making Emotional Connections <ul><li>How would I tell this to my grandmother? </li></ul><ul><li>How would I interest </li></ul><ul><li>my teen-age daughter </li></ul><ul><li>and her friends? </li></ul><ul><li>Why is it important to talk about real people vs. make fun of them on YouTube? </li></ul>The Wolcott Company </li> <li> 14. Skeptical reporter <ul><li>The sound bite pitch </li></ul><ul><li><ul><li>I can deliver real people affected by this </li></ul></li></ul><ul><li><ul><li>Your chance to see the human side of our company </li></ul></li></ul><ul><li><ul><li>You seem personally interested in this topic </li></ul></li></ul><ul><li>Is now a good time? </li></ul><ul><li><ul><li>There is much more to this story </li></ul></li></ul>The Wolcott Company </li> <li> 15. Timing the busy news cycle <ul><li>Every day: Hundreds of products or stories that sound like yours </li></ul><ul><li>Use slow times </li></ul><ul><li><ul><li>Veterans Day or the holidays </li></ul></li></ul><ul><li>Consider a trade publication first </li></ul><ul><li><ul><li>Longer lead time </li></ul></li></ul><ul><li><ul><li>More space </li></ul></li></ul><ul><li>Reminders, updates to keep original pitch alive </li></ul>The Wolcott Company </li> <li> 16. Lawyers The Wolcott Company </li> <li> 17. Elements of a good story <ul><li>A great beginning </li></ul><ul><li>Support the lead </li></ul><ul><li>Meaty, but lean </li></ul><ul><li>A good ending, like a call to action </li></ul><ul><li>Kevin Dugan </li></ul>The Wolcott Company </li> <li> 18. Elements of a good story <ul><li>A person </li></ul><ul><li><ul><li>Easier to tell the story with a live one </li></ul></li></ul><ul><li>Perspective or Context </li></ul><ul><li><ul><li> Today, more than 1 million people suffer </li></ul></li></ul><ul><li>Timing </li></ul><ul><li><ul><li> In three weeks </li></ul></li></ul><ul><li>Layers </li></ul><ul><li><ul><li>Blend emotions and facts </li></ul></li></ul>The Wolcott Company </li> <li> 19. Instant death <ul><li>No news or a very, very long a lead </li></ul><ul><li>Poor grammar </li></ul><ul><li>No depth </li></ul><ul><li>No perspective </li></ul><ul><li>Not applicable to today </li></ul><ul><li>Acronyms </li></ul><ul><li>Commas </li></ul>The Wolcott Company </li> <li> 20. Easy to understand ?? <ul><li>During the company's five regional hotel owner conferences held this fall, Choice Hotels International, Inc. (NYSE: CHH), in conjunction with all of its franchise owners associations, celebrated the inaugural year of its Awards for Property Excellence (APEX) program by honoring over 100 individual hotel owners and staff members from across the country for their outstanding performance in a number of different categories. </li></ul>The Wolcott Company </li> <li> 21. Tell the story <ul><li>Practice from the heart </li></ul><ul><li>Engage not manipulate </li></ul><ul><li>Create a PowerPoint </li></ul><ul><li>This is real not SNL </li></ul><ul><li>What you wont find in a Google search </li></ul>The Wolcott Company </li> <li> 22. Techniques <ul><li>Tactics that work up to a pitch </li></ul><ul><li><ul><li>Have evidence handy </li></ul></li></ul><ul><li><ul><li>Third-party validations </li></ul></li></ul><ul><li><ul><li>A personal blog </li></ul></li></ul><ul><li><ul><li>An online presence (digital story) </li></ul></li></ul><ul><li>Add video, graphics, audio </li></ul><ul><li><ul><li>IF IT ADDS TO THE STORY!!! </li></ul></li></ul><ul><li>Think like a reporter </li></ul>The Wolcott Company </li> <li> 23. Examples The Wolcott Company </li> <li> 24. Paint a picture <ul><li>Water District pumps water from far away. People only know what comes out of tap. </li></ul><ul><li> Engineer water </li></ul><ul><li> Water you drink </li></ul><ul><li>may have come from Wyoming </li></ul>The Wolcott Company </li> <li> 25. Humanize <ul><li>Fluoridation </li></ul><ul><li>Dental story of youth in school </li></ul><ul><li>Got families to talk about impact of economic condition and dental health </li></ul><ul><li>Sourced history of facts and stories </li></ul>The Wolcott Company </li> <li> 26. Resources <ul><li> Art of Persuasion </li></ul><ul><li><ul><li><ul><li>Richard Maxwell and Robert Dickman </li></ul></li></ul></li></ul><ul><li> How Come No One Knows About Us? </li></ul><ul><li><ul><li><ul><li>Robert Deigh </li></ul></li></ul></li></ul><ul><li> </li></ul>The Wolcott Company </li> <li> 27. The Wolcott Company National Day of Listening November 28, 2008 Studs Terkel R*I*P </li> </ul>