drop the dead donkey - storytelling in marketing & pr
DESCRIPTION
Boost your local media coverage.TRANSCRIPT
The Power of Storytelling
Marketing & PR in 2009Marketing & PR in 2009
Th N t 60 Mi tThe Next 60 Minutes
• The power of the story - marketing
• The power of the story - PR• The power of the story - PR
• The power of the story - exercise
• Q&A
Wh D Y T t?Who Do You Trust?
Wh D Y T t?Who Do You Trust?
1. Family and friends
2. Consumer TV programmes2. Consumer TV programmes
3. Company websites
4. Advertising
5. In-store promotions
6. Internet sources
7 P ti l7. Press articles
8. Government departments
9. NGOs and campaign 9. NGOs and campaign groups
10. Celebrities
W Sh St i We Share Stories
St i B ild B dStories Build Brands
St i B ild B dStories Build Brands
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We Identify With StoriesWe Identify With Stories
The Stories Are Often PersoThe Stories Are Often Perso
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Stories Travel FastStories Travel Fast
Emotion Trumps Informationp
I di t f G d StIngredients of a Good Story
Human InterestE tiEmotiveTragedyHumourCelebrity Celebrity ImageryCultural RelevancyCultural RelevancyDiscovery
The Media
Storytelling = Social CurrencyStorytelling = Social Currency
T f M di Types of Media
PRINT QuickTime™ and a
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BROADCASTONLINE
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CONSUMER CONSUMER TRADE
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National
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NationalRegional
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REGIONAL PRINT BROADCASTREGIONAL PRINT BROADCAST
Spokespeople/InterviewsCommunity stories Human interest
Spokespeople/InterviewsAn event / activity / change
Local commentLocal images
changeLocal comment
Regional MediaRegional Media
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The Regional Newsroom The Regional Newsroom
A Day in the Life of a Regional Newsdesk - eg. Birmingham M il Mail
5am - Sports Editor arrives p5.30am - Head of News arrives 6am - Head of Production arrives
i i7am+ - Editor, news desk & reporters arrive 7.15am Early morning conference 9 15am - Deadline for first edition9.15am - Deadline for first edition12pm - Deadline for City Final12.30pm Mid-day conference p y1.15pm - Central City Final addition2pm- Late reporter arrives (2pm-10pm) 3 Aft f (if d d)3pm- Afternoon conference (if needed)
T l f Th PR T d Tools of The PR Trade Print / NewspapersPress ReleaseSpokespeople / Interviews / Comment Spokespeople / Interviews / Comment Case studies
Imagery Photocall ( Event / Activity)
Broadcast Event / Launch / ActivityEvent / Launch / ActivityBroadcast opportunity / Filming noticeInterviews / spokespeoplep p pPress Release
Brief
BriefBrief
Your team is taking part in a Trees for Cities project.g j
Your volunteers are planting 50 trees in a new green hi h i i ll di d k space, which was originally a disused car park.
For a long time this was a place for anti-social For a long time this was a place for anti social behaviour, with young people drinking and graffiting the area. A number of fights have also taken place there.
A number of residents who live by had wanted the car k t b i t t d t th t t h park to be reinstated to encourage youths not to hang
around there.
Task Task
Create a marketing campaign to tell local people the g p g p pstory of the project and the volunteers’ work
WHAT CHANNELS WILL YOU USE AND HOW WILL YOU TARGET THEM?TARGET THEM?Eg. Media? Word of Mouth? Advertising?
WHAT’S THE STORY?What’s the ingredients of this story & the angle/hook
HOW ARE YOU GOING TO TELL THIS STORY?What tools of the trade are you going to use? What tools of the trade are you going to use?
Q&A
Th k Y Thank You