drop the dead donkey - storytelling in marketing & pr
DESCRIPTION
Boost your local media coverage.TRANSCRIPT
![Page 1: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/1.jpg)
The Power of Storytelling
Marketing & PR in 2009Marketing & PR in 2009
![Page 2: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/2.jpg)
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
![Page 3: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/3.jpg)
Wh D Y T t?Who Do You Trust?
![Page 4: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/4.jpg)
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
![Page 5: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/5.jpg)
W Sh St i We Share Stories
![Page 6: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/6.jpg)
St i B ild B dStories Build Brands
![Page 7: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/7.jpg)
St i B ild B dStories Build Brands
![Page 8: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/8.jpg)
QuickTime™ and ampeg4 decompressor
are needed to see this picture.
We Identify With StoriesWe Identify With Stories
![Page 9: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/9.jpg)
The Stories Are Often PersoThe Stories Are Often Perso
![Page 10: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/10.jpg)
QuickTime™ and a decompressor
are needed to see this picture.
Stories Travel FastStories Travel Fast
![Page 11: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/11.jpg)
Emotion Trumps Informationp
![Page 12: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/12.jpg)
I di t f G d StIngredients of a Good Story
Human InterestE tiEmotiveTragedyHumourCelebrity Celebrity ImageryCultural RelevancyCultural RelevancyDiscovery
![Page 13: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/13.jpg)
The Media
![Page 14: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/14.jpg)
Storytelling = Social CurrencyStorytelling = Social Currency
![Page 15: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/15.jpg)
T f M di Types of Media
PRINT QuickTime™ and a
TIFF (Uncompressed) decompressorare needed to see this picture.
BROADCASTONLINE
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture. ONLINE
CONSUMER CONSUMER TRADE
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
QuickTime™ and aTIFF (Uncompressed) decompressor
are needed to see this picture.
National
QuickTime™ and a decompressor
are needed to see this picture.
NationalRegional
QuickTime™ and a decompressor
are needed to see this picture.
![Page 16: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/16.jpg)
REGIONAL PRINT BROADCASTREGIONAL PRINT BROADCAST
Spokespeople/InterviewsCommunity stories Human interest
Spokespeople/InterviewsAn event / activity / change
Local commentLocal images
changeLocal comment
Regional MediaRegional Media
![Page 17: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/17.jpg)
QuickTime™ and a decompressor
are needed to see this picture.
The Regional Newsroom The Regional Newsroom
![Page 18: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/18.jpg)
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)
![Page 19: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/19.jpg)
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
![Page 20: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/20.jpg)
Brief
![Page 21: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/21.jpg)
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.
![Page 22: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/22.jpg)
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?
![Page 23: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/23.jpg)
Q&A
![Page 24: Drop The Dead Donkey - Storytelling in Marketing & PR](https://reader033.vdocuments.site/reader033/viewer/2022060109/5552dfccb4c90532498b4e35/html5/thumbnails/24.jpg)
Th k Y Thank You