Programmes co-funded by the European Union Joint Communication Training for project partners of the SEE and MED Programmes 2 nd and 3 rd of June 2014 - Bled, Slovenia
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
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Project Summary vs. Project Story
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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
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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
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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!
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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
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Programmes co-funded
by the European Union
Thank you for your attentionEloy Gomez
Zornitsa Tsoneva
SEE JTS
2nd and 3rdof June 2014 - Bled, Slovenia