Storytelling: The New (Ancient) Art

For the audio portion of today’s event, dial 1-866-740-1260 and enter code 2925553

About Albers Communications Group

• Full-service PR, social media and marketing communications agency

• Specialize in integrated strategies• Represent clients in all 50 states and Canada• Create national and local market exposure

About Gina Pappas

• Director of New Media• Senior PR Specialist• On Twitter @ginapappas

Today’s Topics

• What is media storytelling?• Elements of a good story • Types of stories you can tell • Four storytelling vehicles• Building storytelling into your culture • Questions and discussion

Our Objectives

Provide you with guidelines to help you identify the stories happening in your business.

Help you understand how to identify and maximize good story opportunities when they arise.

What is Media Storytelling?

Media storytelling basics • Embodies your brand and business • Inspires people to engage, share and take action • Makes a meaningful, lasting connection with

your audience

Elements of a Good Story

A memorable and lasting story includes: • Angle• Hook/attention-grabber• Sources/central characters• Visual interest• Call-to-action/reader engagement• Conflict/crisis resolution• Accessible/relatable

Types of Stories You Can Tell

Determine the type of story you want to tell • Problem/solution• People-driven/human interest• Behavioral• Trend• Breaking stories

Problem/Solution Stories

People-Driven/Human Interest Stories

Behavioral Stories

Trend Stories

Breaking Stories

Four Storytelling Vehicles

What vehicles are most effective for your story? • Earned media• Shared media• Owned media• Paid media

Earned Media

What is earned media?

Shared Media

What is shared media?

Owned Media

What is owned media?

Paid Media

What is paid media?

Three Media Types – One Example

Owned

Shared Earned

Building Storytelling into Your Culture

Tell your own story • Build storytelling into your culture

• Designate your storyteller

• Create internal dialogue

• How to find stories• Foster idea-sharing

• Share anything and everything

• Where to find stories   • Your work

• Your people

Upcoming Webinars

Crisis Control! • Wednesday, June 19, 2013, 10 a.m. Central

• Facilitated by Tom Albers

Media Interview Essentials: Tell Your Story Like a Pro • Wednesday, August 21, 2013, 10 a.m. Central

• Facilitated by Debbie Hilt

Pre-register at www.alberscommunications.com/learningopportunities

Questions & Discussion

@alberscg

/AlbersCommunicationsGroup

www.alberscommunications.com