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Unleash the potential of your content - a practical introduction to storytelling

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Maria Greaves, co-founder and Nina Otero, co-founder, So What?

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Publicada em: Governo e ONGs
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Unleash the potential of your content - a practical introduction to storytelling

  1. 1. Effective Storytelling 20 June 2019
  2. 2. A bit about us… Our members told us the session had boosted their confidence and writing skills, and given them some great tools and strategies to apply to their everyday copy.' Charity Comms
  3. 3. Why So What?
  4. 4. What is storytelling?
  5. 5. 1. WHY STORYTELLING WORKS 2. EIGHT STEPS TO GREAT STORYTELLING
  6. 6. 1. WHY STORYTELLING WORKS
  7. 7. 1. It’s stood the test of time
  8. 8. 2. It’s natural
  9. 9. 3. It engages hearts & synchronises minds
  10. 10. 4. It makes concepts shareable
  11. 11. 2. EIGHT STEPS TO GREAT STORYTELLING
  12. 12. 1. Create a robust architecture
  13. 13. 2. Hook your reader from the off
  14. 14. The Girl on the Train You don’t know her. But she knows you. Behind Closed Doors The perfect marriage, or the perfect lie?. The Family Next Door How much do we really know about our neighbours?.
  15. 15. 3. Make simplicity an obsession
  16. 16. EXERCISE ONE: MAKE SIMPLICITY AN OBSESSION 1. Think of one of your charity’s most recent campaigns 2. Sum it up in the most compelling way possible, in 15 words 3. Bring alive what makes it unique • Remember to use devices that draw your reader in 4. Volunteers share examples 10 MINS
  17. 17. 4. Use key storytelling ingredients
  18. 18. VILLAIN HERO INVOLVEMENT TRANSFORMATION
  19. 19. 5. Have a clear hero & villain
  20. 20. Villain: Tax deadline Hero: Quickbooks Villain: Flabby & listless Hero: Joe Wicks simple to follow meal & fitnesl plan Villain: Loneliness in old age Hero: Oxo’s Share Sunday Lunch campaign
  21. 21. EXERCISE TWO: HEROES & VILLAINS IN YOUR WORLD 1.Create a table with two columns 2.In one column identify three ‘villains’ in your world 3.In the other, identify three hero ‘solutions’ you offer 4.Volunteers share examples 10 MINS
  22. 22. 6. Show, don’t tell
  23. 23. Our Maths Gallery helps bring a niche science subject to life 95% of our Maths Gallery visitors develop a new understanding of what Maths is used for ‘’Maths goes into loads of things; history & science, inventions. You don’t really think about it.’ Visitor aged 11
  24. 24. 7. Paint a picture
  25. 25. 8. Be specific
  26. 26. Our 65+ club provides older people with somewhere to go to meet new Friends on Friday afternoons I live for Friday afternoons. I go to the 65+ club every week. I used to be stuck at home, but now I have new friends, Margaret & Betty. We play bridge, have a cup of tea and a good old gossip.’ Jane, 73
  27. 27. Do your final checks
  28. 28. FINAL STORYTELLING CHECKLIST 1. Have I used my storytelling principles in a clear structure? 3. Have I kept it simple with a clear Hero and Villain? 2. Have I drawn my reader in with an engaging headline?
  29. 29. 4. Have I involved the reader by painting a compelling picture, using vivid language? 5. Have I revealed my opportunity, not just talked about it? Have I brought its transformative impact to life with specific, relatable examples? 6. Have I made my audience feel something / want to share the experience?
  30. 30. Getting ahead in your comms career 20 June 2019 London #CommsCareer
  31. 31. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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