Storytelling is a powerful tool to help you engage with your audience. What's the strategy and tactics behind it? Let's find out from Paul Jensen's presentation.

1. HARNESSING THE POWER OF
TO DRIVE ENGAGEMENT
PAUL JENSEN, PRESIDENT, CORPORATE PRACTICE
WEBER SHANDWICK
STORYTELLING

2. 2
WHY STORYTELLIN
IS IMPORTANT
SCENE
01

3. SCENE
01

4. 4
DON’T TAKE
MY WORD FOR IT…
SCENE
01

5. 5
Stories that
influence
behavior or
perceptions
CORPORATE STORYTELLING
SCENE
01

6. 6
Stories that
influence
behavior or
perceptions
Stories that
appeal
to both hearts
and minds
CORPORATE STORYTELLING
SCENE
01

7. 7
Stories that
influence
behavior or
perceptions
Stories that
appeal
to both hearts
and minds
Stories that
establish a
connection
with our
audiences
CORPORATE STORYTELLING
SCENE
01

8. 8
THE TECHNIQUES OF
GREAT STORYTELLING…
AND GREAT STORYTELLERS
SCENE
02

9. TO
BEGIN
SCENE
02

10. GREAT
STORYTELLING
…
USUALLY HAS
ACTION /
MOVEMENT
SCENE
02

11. THE ACTION
IDEA
IN ACTION
SCENE
02

12. THE ACTION
IDEA
IN ACTION
SCENE
02

13. IF YOU DON’T
TELL A GOOD
STORY…
SOMEONE
ELSE WILL.
SCENE
02

14. SOMEONE
ELSE WILL.
IF YOU DON’T
TELL A GOOD
STORY…
SCENE
02

15. STORYTELLING
DOESN’T
ALWAYS HAVE
ALL THE
ELEMENTS…
Freytag’s Pyramid
Climax
Exposition Denouement
SCENE
02

16. BUT A
GOOD
STORY
ALWAYS
HAS…
A human element (characters/emotion)
Movement and/or a turning point
And details / specifics!
SCENE
02

17. TENSION
TURNING
POINTS
Two different paths
Finding inner strength
An unexpected challenge
Taking a risk
Overcoming adversity
Courage of conviction
David vs Goliath
Race against time
Great escape
Amazing turnaround
An epiphany
Winning against the odds
Breaking new ground
The misfit
SCENE
02

18. 18
METHODOLOGY
SCENE
03
CREATING ORGANIZATIONAL
STORIES

19. TOWARDS A
STORYTELLING
CAMPAIGN…
SCENE
03 Storytelling
campaign
execution
Storytelling
campaign
development
AUDIENCE
YOUR
BRAND
ASSETS
ACTION-
IDEA
CONTENT
SYNDIC-
ATION
CONVERS-
ATION
INSIGHT
What’s
your
story?
PURPOSE

20. NO. 1 AD CAMPAIGN OF
THE 21ST CENTURY
SCENE
03

21. 21
CREATING
SUCCESSFUL
ENTREPRENE
URS
GENERATIN
G
SOCIAL
IMPACT
MEETING THE
CHALLENGES
OF A GLOBAL
ECONOMY
THEMES TO BUILD
STORIES AROUND
SCENE
03

22. WHAT’S
THE
STORY…?
Two different paths
Finding inner strength
An unexpected challenge
Taking a risk
Overcoming adversity
Courage of conviction
David vs Goliath
Race against time
Great escape
Amazing turnaround
An epiphany
Winning against the odds
Breaking new ground
The misfit
SCENE
03

23. CLOSING
SCENE