Transcript
Using Story and Narrative to Engage People And Create Change
Judith FreemanNew Organizing Institute
Story, Structure, Strategy Series
• Intro Judith and New Organizing Institute
• Intro to new media
• Overview of engagement organizing
• Story
• Public Option Campaign Example
New Organizing Institute
www.neworganizing.com
Story, Structure, Strategy Series
• Intro Judith and NOI
• Intro to new media
• Overview of engagement organizing
• Story
• Public Option Campaign Example
History of Online Organizing
1995
1999
2003
2004
2005 2008
2007
Dean for America
What is “New Media”?
Broadcast
Conversational
“Top Down”
“Peer to Peer” -or- “Many to Many”
Peer to peer or Networks with Structure
The Changing Media Ecosystem
Message or Video
Credit: Larry Huynh, Blackrock Associates
The Changing Media Ecosystem
• Email supporters• Blog outreach• Live-blogging• Online Google ads• Social networking
Online Media
Message or Video
Credit: Larry Huynh, Blackrock Associates
The Changing Media Ecosystem
• Email supporters• Blog outreach• Live-blogging• Online Google ads• Social networking
Allies email
their own supporter
s
Blogs build more
buzz & deepen story
Media increases coverage
Credit: Larry Huynh, Blackrock Associates
Online Media – Video, Blogs
Message or Video
Power
Pause for Questions
• Please write any questions you have into the box on the right-hand side of the webinar tool.
Story, Structure, Strategy Series
• Intro Judith and NOI
• Intro to new media
• Overview of engagement organizing
• Story
• Public Option Campaign Example
Engagement Organizing
• Building power through campaigns• Aspirational Narrative• Empower and engage as many people as possible• Respecting people as full people• Focusing on winning• Assembling all available tools and trusting
leaders to use them well• Ongoing learning and coaching• All groups of people already have the leadership
capacity they need or can develop it through the practice of organizing
Build Power through Campaigns
Story and Narrative Arc
Story Overview
• Public Narrative - Story of Self, Us, and Now
• Using new media to tell the story and engage
• Telling the story of the campaign
• Following up with your supporters
Story, Structure, Strategy Series
• Intro Judith and NOI
• Intro to new media
• Overview of engagement organizing
• Story
• Public Option Campaign Example
If I am not for myself, who will be for me? When I am only for myself, what am I?
If not now, when?
—Rabbi Hillel, 1st century Jerusalem sage
CREATING SHARED STORY: STORY OF SELF, US & NOW
CHALLENGES & VALUES
What do we want to change in the world?
What values motivate us as a community?
What images make those challenges and values real?
STORY OF US & NOW
Ask Us to Make a Strategic Choice
What are we asking people to do?
What choice do people need to make to achieve our outcomes?
“WILL YOU JOIN ME?”
HOPEFUL OUTCOME
What will be different if we make change?
How do we know we can make that change?
Where does our hope come from?
Follow Up
• Tell people how things are going with the campaign
• This is a campaign, keep them informed about the ultimate goal and about the organizing
Pause for Questions
• Please write any questions you have into the box on the right-hand side of the webinar tool.
Story, Structure, Strategy Series
• Intro Judith and NOI
• Intro to new media
• Overview of engagement organizing
• Story
• Public Option Campaign Example
Example of Online Engagement with Story
www.boldprogressives.org
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Example of Online Engagement Strategy
Questions?
New Organizing Institute(202) 558-5585info@neworganizing.comwww.neworganizing.comwww.twitter.com/neworganizing
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