It is a paradox. Today’s PR professionals have more outlets than ever to share company news and changes — social media, blogs, websites, and emails. That should be a good thing, but it is also turning out to be one of the biggest challenges that PR professionals face.
Each of these communication channels requires a slightly different writing style and voice. Professional messages must now compete with social sharing of videos and stories. The chatter is deafening. With so much competition for consumer’s mindshare, the only way a message can break through is if it evokes a strong emotional response.
Organizations and products are not interesting on their own. The interest comes as part of a broader story or pervasive need or message.
The method consumers use to obtain information has changed. Instead of waiting for a newspaper or television report, consumers search out information using keywords.
Traditional media is cutting staff, resulting in fewer trusted news sources,which has resulted in more competition to get a message heard.
Examine the power of storytelling for getting readers to care about your message
Review the basics – grammar is still king and elements of professional style are expected
Practice storytelling to strengthen marketing messages
Pre-work: Each participant submits three samples of writing to be reviewed by facilitator
Introductions and Storytelling Icebreaker
Define Storytelling: Introduce the six key elements needed to construct an effective story, three basic plots (challenge plot, connection plot, and creativity plot)
Four Most Common Grammatical Errors and How To Avoid Them
Creating a Professional Style and Tone
Creating the Story
Anyone who is responsible for creating messages to enrich the public’s impression of an organization, its services, and/or products.
Creating Winning Business Writing through Storytelling is available in the following formats: Multi-Day Training Workshop, Multi-Session Webinar
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Our course catalog offers you an easy way to link your organization's needs and goals to TrainSMART performance solutions workshops. Our workshops are tailored, flexible, interactive and engaging. We use the outlines in this catalog as a starting point to idenfity the topics and delivery methods that will create the most successful outcomes.