Joint Communication Training - Programme Med · Joint Communication Training for project partners of the SEE and MED Programmes 2nd and 3rdof June 2014 - Bled, Slovenia. WELCOME Learning

Programmes co-funded

by the European Union

Joint Communication Trainingfor project partners of the

SEE and MED Programmes

2nd and 3rdof June 2014 - Bled, Slovenia

WELCOME

Learning session

Story-telling

Joint Communication Training

STORY-TELLING

1. Why story-telling?

2. What makes a good story

3. Let’s write a story

4. Practical Exercise

•Page 3

Project Summary vs. Project Story

•Page 4

Why story-telling?

• Because it’s MEMORABLE

A strong story has more power and is easier to remember (and hopefully impactful) than facts about procedures and processes

Stories shape information into meaning

Stories create vivid images

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Why story-telling?

• Because of its AUTHENTICITY AND EMOTIONAL APPEAL

It gives sense of real people, real places, real time

A good story is one that touches people in some way

Stories are the emotional glue that connects you to your audience

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Why story-telling?

• Because of its sense of TOGETHERNESS

It’s a way to engage your audience they feel involved in the story

Stories can motivate an audience to your goal

Stories are more likely to be shared Stories are less likely to be resisted

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What is in a story

• KNOW YOUR PROJECT

You should know your project inside out

Look for ‘inspirational moments’

in your project activities

The challenge is to serve only the cream of the cake but give the flavour of the whole cake (only a fraction of what your project does)

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What is in a story• KNOW YOUR AUDIENCE

Get to know and listen to your audience It takes a LISTENER to be a TELLER

Clue how to formulate the story, what language to use based on background, interests or needs of potential listeners/readers

Think of the overall effect you want to produce in them with your story

VIDEO

•Page 9

What is in a story• Think of the TAKE-AWAY

MESSAGE Something important the story

tries to tell us and make the audience to remember

One message at a time, short, clear and emotional

Let it grow out of the story, so audience feel they’ve learned it for themselves

Tailor the message to your audience

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What is in a story• LANGUAGE and TIMING

According to the audience

Not technicalities (not many figures/facts)

Not superficial information (e.g. list of names of institutions)

Use short and simple sentences and direct quotes

Everything in ‘present’ or ‘past tense’

Story-telling makes sense when you have something to tell in the appropriate time

•Page 11

What is in a story

• Select your communication CHANNEL

Choose the one (formal/informal, social media/traditional communications) best fitting your purpose, the impact you want to achieve and your audience

The same story can be disseminated through different channels

The channel defines the story format

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Let’s write the story Think of moments when you...

o felt proud to be part of your project;o saw positive change happen thanks to your project;o faced a challenge in your project and the partnership

helped you out;o felt really inspired by the cooperation with your partners;

Think of your stakeholders/ beneficiaries…o how did your project affect them, e.g. change of perspective, improvement of skills and knowledge, access to international network?o how did your project motivated them for action?o how did your project find a solution to their problems?o how did your project surprise them in a positive way?

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Let’s write the story

• HERO

It’s a real person and it’s the emotional link to the topic Audience should feel something in common with, or at least care about

A story is most often a first person narrative

Look for inspiration in project activities in contact with your stakeholders or beneficiaries

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Let’s write the story

• SCENE/SETTING

Think visual: Tell your audience the story in a way that makes them feel like they're there, helping them picture and feel the things you felt

Set your story in a place and time that will be interesting or familiar

Describe the main characters in way that brings them to life

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Let’s write the story• CONFLICT-RESOLUTION

Without it, stories aren’t very interesting

It should get more and more tense or exciting: the audience should be asking – “What next?”

The tension should reach a high point or ‘climax’ near the end and then a resolution

The hero should win and learn or grow as trying to solve the problem

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Let’s write the story: Practical tips Mention your project but not a project summary; if

possible mention EU funding

Tap into people’s emotions with vivid language Emotional stories with personal impact

Tell in pictures

Try not to be very obvious still be realistic and avoid exaggeration

Choose a good title a good one makes you want to read a story and make it more memorable

You could end with the one idea you want your audience to remember

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Let’s write the story• You might think there are NO SUCH STORIES IN YOUR

PROJECT or YOU DON’T HAVE THE CAPACITY but

Everyone is a storyteller and has that capacityIt‘s a core element of human behaviour

Everyone has stories worth to be toldWe are all surrounded by true stories and moments when you realized your work had an impact

They are these moments that can be used and you will get people interested in your project

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Let’s write a story

• Who do you want to tell about your project?

• What do you want to achieve with the story?

• What is the message you want to pass?

• Remember to set the scene (when? where?), introduce the main character, describe the conflict, depict the events that led to the resolution, mention your project.

• Now, read your story. Does it convey the desired message? Share your story and check that out!

•Page 19

Resources

• http://ec.europa.eu/regional_policy/conferences/telling-the-story/doc/wks_harvest_revised.pdf

• http://ec.europa.eu/regional_policy/videos/video-details.cfm?vid=1462&LAN=en

• www.animoto.com

• www.storify.com

• http://magic.piktochart.com

•Page 20

Programmes co-funded

by the European Union

Thank you for your attentionEloy Gomez

Zornitsa Tsoneva

SEE JTS

2nd and 3rdof June 2014 - Bled, Slovenia