The Value of Story: Using a Story's Foundation as a Foundation for Business
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Presented to the Public Relations Society of America in 2003
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The Value of Story: Using a Story's Foundation as a Foundation for Business
- 1. The Value of Story Usingastory’sfoundationasafoundationfor business PRSA 14 October 2003
- 2. DATE: Oct-14-03 SLIDE2 PRESENTEDTO: PRSA SUBJECT: TheValueofStory
- 3. DATE: Oct-14-03 SLIDE3 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Overview • Story (in business) defined • Story. It’s a Pattern, not a Process. • Experiences Create Story • Using Story as a Business Strategy • How to Create a Story • Stories in Public Relations
- 4. DATE: Oct-14-03 SLIDE4 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Story Defined • An account or recital of an event • The plot of a narrative or dramatic work • A news article or broadcast • Background information on something • Romantic legend or tradition • A PATTERN THAT CONVEYS INFORMATION, IDENTITY, STRUCTURE, ANDEMOTION
- 5. DATE: Oct-14-03 SLIDE5 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Story. It’s a Pattern, not a Process A good story… • Tells more than the “facts” • Engages, displays, and makes it “real” in recipient’s mind • Entertains When retold, a good Story… • Maintains its essence • Generates excitement • Breeds naturally
- 6. DATE: Oct-14-03 SLIDE6 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Examples of Patterns • Jokes • Travels & Adventures • College Escapades • Urban Legends
- 7. DATE: Oct-14-03 SLIDE7 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Why Stories Work • Listener does the creating in their mind. They create an emotional bond. • Memory points* aid understanding • Interesting to all the senses
- 8. DATE: Oct-14-03 SLIDE8 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Overview • Story. It’s a Pattern, Not a Process. • Experiences Create Story • Using Story as a Business Strategy • How to Create a Story • Stories in Public Relations
- 9. DATE: Oct-14-03 SLIDE9 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Experiences Create Story • Stories are what people create and share after having an experience • The plot, characters, and situation all come from the experience (situation) • Create the experience by focusing on the alignment of “clues” and you get the foundation of a Story
- 10. DATE: Oct-14-03 SLIDE10 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Examples
- 11. DATE: Oct-14-03 SLIDE11 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Why They Work • The Experience itself is the value proposition • Focus is on targeted and personalized Emotional Outcomes • All the senses are engaged (purposefully or casually)
- 12. DATE: Oct-14-03 SLIDE12 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Overview • Story. It’s a Pattern, Not a Process. • Experiences Create Story • Using Story as a Business Strategy • How to Create a Story • Stories in Public Relations
- 13. DATE: Oct-14-03 SLIDE13 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Using Story as a Business Strategy • Strategy in agile organizations lives in its structure. The same structure that supports a Story can support a company. • Stories can “show the business’ future”, giving employees and customers a tangible, meaningful, and compelling picture of the way things “could be”. • Stories can give employees and customers reason to adjust their behavior—the case for change. • Stories can quickly transmit not only the what, but the how and the why
- 14. DATE: Oct-14-03 SLIDE14 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Examples
- 15. DATE: Oct-14-03 SLIDE15 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Why Story Works as Strategy • Stories get the essence across • Stories convey context • Stories are rich in detail and nuance • Stories are easy to pass along— without losing the gist
- 16. DATE: Oct-14-03 SLIDE16 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Overview • Story. It’s a Pattern, Not a Process. • Experiences Create Story • Using Story as a Business Strategy • How to Create a Story • Stories in Public Relations
- 17. DATE: Oct-14-03 SLIDE17 PRESENTEDTO: PRSA SUBJECT: TheValueofStory How to Create a Story Learn what your audience wants to feel.
- 18. DATE: Oct-14-03 SLIDE18 PRESENTEDTO: PRSA SUBJECT: TheValueofStory How to Create a Story Know what clues to include.
- 19. DATE: Oct-14-03 SLIDE19 PRESENTEDTO: PRSA SUBJECT: TheValueofStory How to Create a Story Get interviewed. Create the context.
- 20. DATE: Oct-14-03 SLIDE20 PRESENTEDTO: PRSA SUBJECT: TheValueofStory How to Create a Story Base it all on the values of the business.
- 21. DATE: Oct-14-03 SLIDE21 PRESENTEDTO: PRSA SUBJECT: TheValueofStory How to Create a Story • Stories create focus – Focus saves communication time • If you have more time – You can seed more Stories • If you seed more Stories – You build more awareness (buzz)
- 22. DATE: Oct-14-03 SLIDE22 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Overview • Story. It’s a Pattern, Not a Process. • Experiences Create Story • Using Story as a Business Strategy • How to Create a Story • Stories in Public Relations
- 23. DATE: Oct-14-03 SLIDE23 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Stories in Public Relations • You play the most important role! • Be the Storyteller in your organization • Get into the C-Suite • Once Story sets your company’s foundation, your work (and your life) get easier
- 24. Q&A Go ahead.
- 25. DATE: Oct-14-03 SLIDE25 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Contact Mike Wittenstein Chief Experience Architect STORYMINERS™ mike@storyminers.com ThomMilkovic Chief Creative Guide STORYMINERS™ thom@storyminers.com www.storyminers.com 770.425.9830
- 26. DATE: Oct-14-03 SLIDE26 PRESENTEDTO: PRSA SUBJECT: TheValueofStory Resources • www.storyminers.com [Explains the connections between Story and experience. Visit the Feed your Brain section for great articles and suggested readings!] • www.mckeestory.com [Resources on story development]
Notes de l'éditeur
- Invitation Copy Join Mike Wittenstein, founder of STORYMINERS, for an interactive discussion on how to use the power of a story’s foundation to help your company execute successfully. A good story tells much more than then facts. A good story creates a connection with the audience, helps them to have an experience and stirs the emotions. Mike will explore how PR professionals in particular can become the storytellers for their companies, helping to build customer-centric strategies that have a solid foundation, an adaptable organizational model and truly touch their customers.
- STORYMINERS defines Story.
- STORYMINERS defines Story.
- Look for patterns that appeal to editors
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- Use your skills to help make business strategy tangible and meaningful by writing future-state experience descriptions for your clients. Explore the potential of a choice made today by creating various feasible situations for tomorrow.