Bulldog Reporter supplies news, analysis and high-level training content to public relations and corporate communications professionals with the mission of helping these practitioners achieve superior competitive performance.
Bulldog Reporter is the foremost producer of professional development webinars in the corporate communications marketplace, and it publishes the industry’s best-read, widest distributed trade journal, Bulldog Reporter’s Daily ’Dog. Bulldog Reporter helps you understand how to work with the media most effectively… and helps you get results.
Last Friday, our MSR Team participated in a webinar titled “The Power of PR Stories: How to Create Corporate Narratives That Move Social and Traditional Media”
FEATURING
• Kevin Sullivan, Managing Director-Corporate Communications, Barclaycard US
• Daniel Novick, Writer and Corporate Storyteller, GolinHarris
• Matthew Greenberg, Vice President, Content Strategist, Social@Ogilvy,
Ogilvy Public Relations
• Tommy Walker, Online Marketing Strategist; Host, Inside the Mind
• Emmanuel Tchividjian, Senior Vice President, Ethics Officer, Ruder Finn, Inc
To help give our readers some informational tips on transforming your brand, telling a story, and intertwining social media in the mix – we wanted to jot down a few notes for you to take away.
How to Improve Your Marketing
Your brand is not the star of the story, your brand is not the main character – it’s ALWAYS the customer.
Steps:
1. Do A LOT of research
2. Listen in social media groups, forums and specialized chats
3. Create media that reflects what they want/need
Everyone Loves A Great Story
Three tips for great story telling:
1. Use a framework
2. Find your inspiration
3. The Golden Circle
What Makes Content Shareable?
Value Exchange – Understand what your audience values
Disruptive Ideas – We stop to notice ideas or concepts that challenge our understanding
Great Story – Many decisions are based on emotion, not reason
Fresh Interest – People want news they can share
Social Proof – We are often apt to choose what others choose
Creative Participation – Participants are likely to encourage others
Simple Advocacy – Make it simple to share
Telling Stories on Social Media:
The traditional rules of storytelling haven’t changed:
• Authenticity
• Relevance
• Tension
• And more…
But the platforms, opportunities and expectations have changed:
-Owned Channels
-Native Advertising
Why brand storytelling is important?
-Brands are no longer passive observers of the conversation and culture
What’s the brand’s philosophical North Star?
-Not the brand’s marketing message – its purpose.
Many ways to discover this:
The Six Thinking Hats
Process – What’s happening?
Intuitive – Emotions around Issue
Objective – What We Know
Positive – Why It Will Work
Negative – Why It Won’t Work
Creative – Solutions
Content Marketing Essentials:
Distribute your brand story on the following; Twitter, LinkedIn, Tumblr, Google+, Vine, Facebook, YouTube, Foursquare, Pinterest.