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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!
