When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo

When worlds collideTap your internal audience to tell your best stories to the world

Steve Crescenzo • @crescenzo

www.crescenzocomm.com

The Age of Storytelling Everybody is getting better at it!

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How many people have been bored by something you are writing . . .

. . . AS YOU ARE WRITING IT!

Kleenex Brand• “Messages of Care” campaign

• Powerful, emotional videos that will make you reach for a tissue—“Get your Kleenex ready!”

• It’s not about Kleenex!

• Pulls people to their content rather than pushing it at people

• Only works if the content is superb . . . which it is

Make the important

Interesting

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Programs

ProductsProcedures

Policies

Avoid the four Deadly Ps:

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Focus on

People!

Trust your employees to get the most

powerful stories

‘Six-Word Stories’

For Sale: Baby shoes, never worn

Driving the business . . . • Senior Leadership Team did a six-

word story assignment as part of their annual strategy meeting

• CEO uses the best stories in presentations to investors

• People turned them into “story walls” in conference rooms

• Marketers use them in trade-show booths and proposals/bids to clients

MissionWhy we exist

Vision

Values

What we will achieve

How we will act

MissionWhy we exist

Vision

Values

What we will achieve

How we will act

You’ve got to keep digging• In the first layer they will be

embarrassed to talk about themselves. You have to break ground

• Second layer will be corporate platitudes. Need to make it personal

• Third layer they will start to really open up. Keep digging!

• Fourth layer: Gold!!

Take the road less traveled

Do Less and Do It Better

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Keep in touch We’d love to hear from you!

Steve Crescenzo [email protected] @Crescenzo

Cindy Crescenzo [email protected] @Creativecomms

Customized Training

Communication Audits

Vehicle Analysis

Audience Surveys

Focus Groups

Executive Interviews

Strategic Planning

Writing

Intranet Strategy

www.crescenzocomm.com