Download - Elev8
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Stories You Need Now
Thom ClarkCo-Founder & PresidentCommunity Media Workshop
The N
ew
s Su
n
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People receive every message
in terms of what they already know and
believe.
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Facts Are
Meaningless
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What story do people already
know and believe?
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Telling stories
Storyteller FigureJalisco, Mexico, AD 100/800 Art Institute Chicago
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TurnoutAttendance at an event
Why We Communicate
AwarenessUsually traces back to
moneyAdvocacy Best to engage audience
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What Are Our Goals?
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Who Are Our Audiences?
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http://www.news.appstate.edu/wp-content/uploads/2007/10/hunterstewart.jpg
What are our messages?
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Telling Your Story
Two stories your organization
MUST have ready to go:
1. Who we are and
2. Why we’re here.
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Crafting an elevator speechWhy we’re here, in about 60 seconds
Imagine Your Audience
How We Began/Who Influenced Us/Founders
Obstacles Faced and Problems Solved
On-going Benefits Given
Examples—specific people
Values in Action
Before we came on the scene/After we did our thing
Accomplishments, Victories, Feeling good!
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• Hi! My name is _____ and I work with…
• You know how… (problem)
• Well, what we do is…(feature)
• So that …(benefit)
• We’re kind of like the…(metaphor)– Feature: the physical traits or description of what you do
– Benefit: a feature translated into a member’s satisfaction. What do the members get because of what you do?
– Metaphor: a comparison that can be funny or startling; goal is to make your work familiar.
Crafting an Elevator SpeechWho we are, in less than one minute
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Tribune and Sun-Times, 1986-2008
Source = Newsbank, March 2009
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Couple years ago
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Last year
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Now
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Social Media
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Pictures rule
http://bit.ly/newsrelease
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Add your group to our directory at www.communitymediaworkshop.org
And fan us on Facebook! www.facebook.com/ communitymediaworkshop
Thank you! [email protected]