Visual Storytelling & Crisis Presentation for Integrate 2013 Conference. Morgantown, WV.

1. VISUAL STORYTELLING & MICRO MESSAGE STRATEGIES
INCORPORATED IN CRISIS COMMUNICATIONS
INTEGRATE 2013
@KFREBERG
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2. Introduction
• Education:
– Ph.D., Communications (University of
Tennessee)
– MA, Strategic Public Relations (University
of Southern California)
– BS, Public Relations (University of
Florida)
• Interests:
– Social media, Crisis
Communications, and PR
• Social Media:
– FB, LinkedIn, Twitter (@kfreberg), and
Pinterest
• Blog: www.karenfreberg.com/blog

3. Agenda
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Storytelling
• Visual storytelling
• Strategic
Storytelling
Crisis
Communications
• Characteristics
• Cases
Best Practices
&
Implications

4. Objectives
• Recognize what are some of the key components related to
visual storytelling
• Understand the strategic connection between visual storytelling
and micro message strategies based on social media data
• What are some tools and programs available to determine most
effective and engaging visuals in a crisis situation based on data.
• Apply visual storytelling and data analytics concepts for crisis
communication practices
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5. 5

6. Every person, brand, and company has a story
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7. 7

8. WHAT IS STORYTELLING?
Stories that are captured, created, & shared to reveal insights
about an individual or brand visually.
• Specific tools and platforms are used along with
strategic, personalized, and targeted key messages to present
information for others to help understand the storyline.
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9. Why are stories important?
• In 2013, we are in information, data, and media platform
overload.
– So many platforms and data is being shared and analyzed.
– Stories focus on the “so what” factor and generate
conversations and engagement among intended receivers.
– “Experience” mentality.

10. Why Storytelling?
• Provides a window into a company culture in which
words don’t do it justice.
• Captures eye-witness feature of new media &
engagement w/ audiences that are visual
focused.
• Photos and videos are considered “social
currency”
• Opportunity to extend existing relationships.
• Written content is still key for success in PR –
however, visuals help illustrate these points to
gain further understanding.
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11. • We crave personal stories that are
memorable.
– Emotional and personal connections creates a
long-term and sustaining bond from hearing about
the experience shared in the story.
– Powerful narrative that is perceived to be
• Authentic
• Genuine
• Unique
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13. UNDERSTANDING FORMULA FOR
SUCCESS W/ STORYTELLING
STORY
•CONTENT
•TRANSPARENCEY
TELLING
•RIGHT PLATFORM
•MULTIMEDIA
•VOICE
DIGITAL
•CHANNEL
•SHAREABILITY
AUDIENCE

14. Strategic Storytelling is driven by
Creativity
Cultural attractors
(draws together
highly involved
audience)
Cultural activators
(motivators to
initiate behaviors)
Strategy
Sustained
Engagement

15. • Life sharing opportunities
• Videos and Pictures
• Organically created and
shared on platforms.
• Not necessarily consistent
w/ posting and timing
• Life sharing opportunities
with particular agenda in
place
• Videos and Pictures –
edited
• Strategically shared and
placed on certain platforms.
• Consistently posted and
scheduled timing
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16. Creating original
and relevant
content is the
fuel for strategic
storytelling
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22. How does storytelling tie in with
crisis communications?
• Ability to share insights and character of the brand and individuals who
are part of the situation.
• Stories are memorable and personal to communities.
• Showcase insights based on actions taken.
• Visual compelling content – stirs emotions and reactions from audiences.
• Impact of shareable, real-time conversations and content.
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23. Storytelling components to initiate in crisis
Voice
Engagement
Listening
Management
Plan
Culture
Community
Content (text
+ visual)
Media
channel
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24. Kevin Ware &

25. Trends & Implications
– Transforming crisis into opportunity.
– Power of actions through visual
storytelling.
– Establishing consistent platform for voice
throughout crisis (UofL
Athletics, ULFlyingCard, and Kevin Ware’s
verified Twitter account).
– Engagement among community to branch
out into other social media ecosystems
(ex. Kobe Bryant, Little Wayne, White
House).
– Presence at White House Correspondents
Dinner & Letterman
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27. Boston Bombing Crisis
• Trends & Implications
– User generated content emerging to share updates to spread
false/accurate news
– Questions of legal implications towards covering event &
dissemination of names/issues/unconfirmed information
– Prominent rise to power of owned media in crisis (Boston Police
Department & Twitter)
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28. • Power of owned media & increase
presence in real-time communications
• Issues pertaining to real-time
marketing among brands and
marketers (Guy Kawasaki &
Epicurious)
• Visuals and videos dominated social
media updates (multimedia
components)
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30. BEST PRACTICES
• Collect data & facts (visuals and other photos) that will help
communicate backstory of your company and brand in crisis.
• Defining the reputation or character of your brand both in
text and visuals.
• Talk with audiences, not to audiences.
• Demonstrate expertise & culture visually about products and
services.
• Determining the stories of the people behind the brand.
• Align company or brand’s story to their external and internal
environment.
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31. • Be honest and transparent with your stories.
Individuals, agencies, and brands need to know what are their
stories before they share them.
• Focus on strategy in crafting stories with a set direction in
mind.
• Make sure the story is about everyone & community
involved, but be aware of power of real-time crowdsourcing
opportunities and risks.
• Push / Pull message mentality with visuals – meaning and
purpose key.
• Acceptance of stories comes from the reaction from the
customer in experiencing and being part of the story.
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33. Resources
• Tools
– Bottlenose
– Stat.gram
– Nitro.gram
• Blogs
– Mashable: www.mashable.com
– Simply Zesty: www.simplyzesty.com
– Social Media Influence: www.socialmediainfluence.com
– Social Media Today: www.socialmediatoday.com
– Digital Buzz Blog: www.digitalbuzzblog.com

34. QUESTIONS OR COMMENTS?
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