Drop The Dead Donkey - Storytelling in Marketing & PR

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