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Storytelling for your business. PR Workshop

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AMBITIOUS
AMBITIOUS

Successful PR activity isn't accidental. It is always centred around a 'good old story' or the word of the moment 'content'. And, is (nearly) always planned. Covering off 'why bother with a story for your business', 'the seven basic story plot lines', 'how to develop a story' and 'how to tell it', AMBITIOUS hosted a workshop with start-up businesses and entrepreneurs at Set Squared in Bristol. An edited copy of the slides are here.

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@Ambitiouspr |www.ambitiouspr.co.uk APRIL 2014 PR WORKSHOP STORYTELLING FOR YOUR BUSINESS FOR
ABOUT TODAY •  Story telling for your business – Why bother? – 7 basic storyline plots – How to develop your own story – How to tell your story •  Some useful tips •  Q&A
WHY BOTHER? GOOD STORIES ENGAGE PEOPLE
WHY BOTHER? PEOPLE = YOUR AUDIENCES CUSTOMERS INFLUENCERS COLLABORATORS RECRUITS INVESTORS STAFF SALES GROWTH NEW VENTURES RIGHT PEOPLE CREATES CULTURE OPPORTUNITIES
WHY BOTHER? Good stories help ‘people’ THINK, FEEL & ACT: •  Know your business & what is does – better informed •  Feel positive towards it •  Recommend it •  Be interested in investing •  Want to work there PEOPLE RESPOND TO PEOPLE
WHY BOTHER? YOUR story is central to YOUR business, not just your marketing communications mix: YOUR STORY OWN – CUSTOMERS Website Brochures Database Customer events Company LinkedIn Page EARN – ADVOCATES & FANS Media coverage Word of mouth Posts & shares Blogs Review PAY - STRANGERS Advertising Direct Mail Paid search Sponsorship
THE SEVEN STORY PLOTLINES *Christopher Booker
1. OVERCOMING THE MONSTER
2. RAGS TO RICHES
3. THE QUEST
4. VOYAGE AND RETURN
5. COMEDY
6. TRAGEDY
7. REBIRTH
WHICH ONE ARE YOU?
HOW TO DEVELOP YOUR OWN STORY
HOW TO DEVELOP YOUR OWN STORY Ask yourself….... WHO YOU ARE, WHAT DO YOU STAND FOR, WHAT MAKES YOU DIFFERENT & WHY DOES THAT MATTER? ………..WHAT IS YOUR STORY?    
HOW TO DEVELOP YOUR OWN STORY RIGHT STORY: RIGHT CONTEXT THE PAYOFF FOR ‘THEM’ What’s in it for me your audiences. What are the benefits from your activity? YOUR PROMISE What are you doing about it? What needs to happen to make it succeed? STAKE YOUR CLAIM Why do YOU matter? THE STRUGGLE & THE PROBLEM What stands in the way of your success? GLANCE BACK: LOOK FORWARD How does your past shape who you are today?
HOW TO DEVELOP YOUR OWN STORY THINK ABOUT….. WHY? Did you start your business WHAT? Is your history? WHO? Are your main characters?     WHAT? Is your end game? HOW? Have you learnt along the way? WHERE? Are your gaps?
HOW TO DEVELOP YOUR OWN STORY CREATE INTERNAL TOOLS TO HELP FOCUS YOUR STORY   A USP IN ‘30 SECS’ YOUR ELEVATOR PITCH THE MOST COMPELLING PART OF YOUR STORY ONE PAGER YOUR CURRENT STORY GIVE IT DEPTH & DIMENSION   THE MESSAGES YOU WANT TO GET ACROSS PROOF POINTS CREATE EXAMPLES OF MEDIA HEADLINES & SHAPE MULTICHANNEL CONTENT BOTH EXTERNAL COMMUNICATIONS YOUR STORY
HOW TO TELL YOUR STORY
HOW TO TELL YOUR STORY USING YOUR STORY TO HELP YOUR BUSINESS 1.  A PLAN: WITH A PURPOSE What do you want to achieve? Linked to your business goals 2. AUDIENCES Who do you need to tell? How best to reach them? YOUR   TARGET   AUDIENCE   WHERE  DO   THEY  GO?   WHAT   INFLUENCES   THEM?   WHAT  DO   THEY  READ  &   CONSUME?  
HOW TO TELL YOUR STORY USING YOUR STORY TO HELP YOUR BUSINESS 3. THEMES What are the important things that help promote your story, your characters, your products, your people 4. TOPICS TO AVOID Think & plan ahead 5. GOALS How will you measure success?
HOW TO TELL YOUR STORY LET’S TALK TOOLS
HOW TO TELL YOUR STORY SOME TOPLINE TOOLS MEDIA RELATIONS SOCIAL DIRECT
PR TOOLS MEDIA RELATIONS •  Boiler plate •  Company backgrounder •  Founder biographies & key staff members – your characters •  Press releases o  Company news o  Product innovation •  Images •  Thought leadership •  By-lined articles •  #Newsjacking –  Topical issues i.e skills shortage in creative-tech, The Budget, investment into your sector, issues developing in customer sectors growth –  Read! What news sources are you following?      
PR TOOLS SOCIAL •  Platforms – Twitter, Linkedin •  Your website – news •  Blogging – guest blogs, guest bloggers •  Forums •  Webinars •  Video content •  Audio  
PR TOOLS DIRECT •  A stakeholder database – customers, influencers, prospects •  Regular e-zines & e-newsletters. Even print!! •  Personal contact •  Events    
WORDS TO THE WISE….. •  Off the record IS NOT off the record – manage how you tell your story to all your audiences. Always •  Don't use industry jargon or acronyms •  Don't use clichés such as 'disruptive’, 'one stop shop’. Especially when they have become clichés •  Don't make false claims 'first to market' 'never before' 'groundbreaking' •  Don't assume the most techy person is the right spokesperson •  Don't assume audiences are experts in your field •  Prepare. Plan. Invest time in your story. It’s your business!
SUMMARY OF TODAY •  Story telling for your business – Why bother? – 7 basic storyline plots – How to develop your own story – How to tell your story •  Some useful tips
APRIL 2014 THANK YOU @Ambitiouspr |www.ambitiouspr.co.uk

More Related Content

Storytelling for your business. PR Workshop

  • 1. @Ambitiouspr |www.ambitiouspr.co.uk APRIL 2014 PR WORKSHOP STORYTELLING FOR YOUR BUSINESS FOR
  • 2. ABOUT TODAY •  Story telling for your business – Why bother? – 7 basic storyline plots – How to develop your own story – How to tell your story •  Some useful tips •  Q&A
  • 3. WHY BOTHER? GOOD STORIES ENGAGE PEOPLE
  • 5. WHY BOTHER? Good stories help ‘people’ THINK, FEEL & ACT: •  Know your business & what is does – better informed •  Feel positive towards it •  Recommend it •  Be interested in investing •  Want to work there PEOPLE RESPOND TO PEOPLE
  • 6. WHY BOTHER? YOUR story is central to YOUR business, not just your marketing communications mix: YOUR STORY OWN – CUSTOMERS Website Brochures Database Customer events Company LinkedIn Page EARN – ADVOCATES & FANS Media coverage Word of mouth Posts & shares Blogs Review PAY - STRANGERS Advertising Direct Mail Paid search Sponsorship
  • 9. 2. RAGS TO RICHES
  • 11. 4. VOYAGE AND RETURN
  • 16. HOW TO DEVELOP YOUR OWN STORY
  • 17. HOW TO DEVELOP YOUR OWN STORY Ask yourself….... WHO YOU ARE, WHAT DO YOU STAND FOR, WHAT MAKES YOU DIFFERENT & WHY DOES THAT MATTER? ………..WHAT IS YOUR STORY?    
  • 18. HOW TO DEVELOP YOUR OWN STORY RIGHT STORY: RIGHT CONTEXT THE PAYOFF FOR ‘THEM’ What’s in it for me your audiences. What are the benefits from your activity? YOUR PROMISE What are you doing about it? What needs to happen to make it succeed? STAKE YOUR CLAIM Why do YOU matter? THE STRUGGLE & THE PROBLEM What stands in the way of your success? GLANCE BACK: LOOK FORWARD How does your past shape who you are today?
  • 19. HOW TO DEVELOP YOUR OWN STORY THINK ABOUT….. WHY? Did you start your business WHAT? Is your history? WHO? Are your main characters?     WHAT? Is your end game? HOW? Have you learnt along the way? WHERE? Are your gaps?
  • 20. HOW TO DEVELOP YOUR OWN STORY CREATE INTERNAL TOOLS TO HELP FOCUS YOUR STORY   A USP IN ‘30 SECS’ YOUR ELEVATOR PITCH THE MOST COMPELLING PART OF YOUR STORY ONE PAGER YOUR CURRENT STORY GIVE IT DEPTH & DIMENSION   THE MESSAGES YOU WANT TO GET ACROSS PROOF POINTS CREATE EXAMPLES OF MEDIA HEADLINES & SHAPE MULTICHANNEL CONTENT BOTH EXTERNAL COMMUNICATIONS YOUR STORY
  • 22. HOW TO TELL YOUR STORY USING YOUR STORY TO HELP YOUR BUSINESS 1.  A PLAN: WITH A PURPOSE What do you want to achieve? Linked to your business goals 2. AUDIENCES Who do you need to tell? How best to reach them? YOUR   TARGET   AUDIENCE   WHERE  DO   THEY  GO?   WHAT   INFLUENCES   THEM?   WHAT  DO   THEY  READ  &   CONSUME?  
  • 23. HOW TO TELL YOUR STORY USING YOUR STORY TO HELP YOUR BUSINESS 3. THEMES What are the important things that help promote your story, your characters, your products, your people 4. TOPICS TO AVOID Think & plan ahead 5. GOALS How will you measure success?
  • 25. HOW TO TELL YOUR STORY SOME TOPLINE TOOLS MEDIA RELATIONS SOCIAL DIRECT
  • 26. PR TOOLS MEDIA RELATIONS •  Boiler plate •  Company backgrounder •  Founder biographies & key staff members – your characters •  Press releases o  Company news o  Product innovation •  Images •  Thought leadership •  By-lined articles •  #Newsjacking –  Topical issues i.e skills shortage in creative-tech, The Budget, investment into your sector, issues developing in customer sectors growth –  Read! What news sources are you following?      
  • 27. PR TOOLS SOCIAL •  Platforms – Twitter, Linkedin •  Your website – news •  Blogging – guest blogs, guest bloggers •  Forums •  Webinars •  Video content •  Audio  
  • 28. PR TOOLS DIRECT •  A stakeholder database – customers, influencers, prospects •  Regular e-zines & e-newsletters. Even print!! •  Personal contact •  Events    
  • 29. WORDS TO THE WISE….. •  Off the record IS NOT off the record – manage how you tell your story to all your audiences. Always •  Don't use industry jargon or acronyms •  Don't use clichés such as 'disruptive’, 'one stop shop’. Especially when they have become clichés •  Don't make false claims 'first to market' 'never before' 'groundbreaking' •  Don't assume the most techy person is the right spokesperson •  Don't assume audiences are experts in your field •  Prepare. Plan. Invest time in your story. It’s your business!
  • 30. SUMMARY OF TODAY •  Story telling for your business – Why bother? – 7 basic storyline plots – How to develop your own story – How to tell your story •  Some useful tips
  • 31. APRIL 2014 THANK YOU @Ambitiouspr |www.ambitiouspr.co.uk