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A recent presentation on the Art of Storytelling in media relations.
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Transition From Broadcast to Connected TV Gathers Momentum as Microsoft Mediaroom-Powered Services Surpasses 2 Million Subscribers
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.
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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 --(PR.com)-- Getting tenure is hard enough, but doing it when you’ve 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
WASHINGTON—The 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 Wednesday—to track progress toward meeting a federal goal of lowering
preterm births.
Story TellingStory Telling
Grabbing a reporter’s attention
NOW
and
for the long haul
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“A fact, wrapped in an emotion
that compels us to take an action
that transforms our world.”
The Elements of PersuasionRichard Maxwell and Robert Dickman
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Definition of a story
Where Storytelling Works
The difficult feature pitchDo you want a front-page
story or a inside brief?
There will be more
Controversy
Regional, national, local
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Where Storytelling Usually DOESN’T Work
Publicly traded companies
Release of a medical study
Breaking news
Controversy
News in the “Starbucks” era
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Obstacles to telling a story
Reluctant boss
No “meat” on the bone
Skeptical reporter
Not the right time
Busy news cycle
Lawyers
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Obstacles to telling a good story
The wrong angle or phrase
Starbuck
vs.
PequodThe Wolcott Company
Reluctant boss Reluctant boss or clientor client
Build your casePresent the long-term goalWhat is the urgency?Provides a more complete
picture of the company’s progressive culture
Motivates employeesThis could take time
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Meat on the boneMeat on the bone
Onions have layers = Play Reporter
Find the person behind the storyWhy was this medicine
created?Research how stories got into
printGet rid of throwaway phrases
“Leader in the industry”“We’re committed” “Part of our annual investment
in..”
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Process to get “Meat” Process to get “Meat”
Start with the basic questions of a reporter
Why me?Why now?Why should I care?How does this affect the average person?
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Process to get “Meat” Process to get “Meat” Talk to the “line” staff◦ Less “filtered” information
Talk to real customers
Research, research, research
Pretend you’re writing an op-ed
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ResearchResearch
Google similar stories, phrases
Check out the competition’s press releases
Bloggers tell stories everyday
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Making Emotional Making Emotional ConnectionsConnections
How would I tell this to my grandmother?
How would I interest my teen-age daughter and her friends?
Why is it important to talk about real people vs. make fun of them on YouTube?
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Skeptical reporterSkeptical reporter
The “sound bite” pitchI can deliver real people affected
by thisYour chance to see the human
side of our companyYou seem personally interested
in this topicIs now a good time?
There is much more to this story
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Timing the busy news Timing the busy news cyclecycle• Every day: Hundreds of
products or stories that sound like yours
Use slow times Veteran’s Day or the holidays
Consider a trade publication firstLonger lead timeMore space
Reminders, updates to keep original pitch alive
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LawyersLawyers
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Elements of a good storyElements of a good story
A great beginning
Support the lead
Meaty, but lean
A good ending, like a call to actionKevin Dugan
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Elements of a good storyElements of a good storyA person
◦Easier to tell the story with a “live” one
Perspective or Context◦“Today, more than 1 million people
suffer…”Timing
◦“In three weeks……”Layers
◦Blend emotions and factsThe Wolcott Company
Instant deathInstant deathNo “news” or a very, very long a
leadPoor grammarNo depthNo “perspective”Not applicable to “today”AcronymsCommas
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Easy to understand ??Easy to understand ??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.
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Tell the storyTell the story
Practice…… from the heart
Engage not manipulate
Create a PowerPoint
This is “real” not SNL
What you won’t find in a Google
searchThe Wolcott Company
TechniquesTechniques
Tactics that work up to a pitchHave evidence handyThird-party “validations”A personal blogAn online presence (digital
story)Add video, graphics, audio
IF IT ADDS TO THE STORY!!!Think like a reporter
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ExamplesExamples
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Paint a picturePaint a picture
Water District – pumps water from far away. People only know what comes out of tap.
“Engineer” water
“Water you drinkmay have come from Wyoming”
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HumanizeHumanize
Fluoridation
Dental story of youth in school
Got families to talk about impact of economic condition and dental health
Sourced history of “facts” and “stories”
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ResourcesResources“Art of Persuasion”
Richard Maxwell and Robert Dickman
“How Come No One Knows About Us?“
Robert Deigh
Slideshare.net
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National Day of ListeningNovember 28, 2008
Studs Terkel R*I*P
