HARNESSING THE POWER OF

TO DRIVE ENGAGEMENT

PAUL JENSEN, PRESIDENT, CORPORATE PRACTICEWEBER SHANDWICK

STORYTELLING

2

WHY STORYTELLINGIS IMPORTANT

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4

DON’T TAKEMY WORD FOR IT…

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Stories that

influence

behavior or

perceptions

CORPORATE STORYTELLINGS

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Stories that

influence

behavior or

perceptions

Stories that

appeal

to both hearts

and minds

CORPORATE STORYTELLINGS

CE

NE

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Stories that

influence

behavior or

perceptions

Stories that

appeal

to both hearts

and minds

Stories that

establish a

connection

with our

audiences

CORPORATE STORYTELLINGS

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THE TECHNIQUES OFGREAT STORYTELLING…AND GREAT STORYTELLERS

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TOBEGIN

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GREATSTORYTELLING…USUALLY HASACTION /MOVEMENT

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THE ACTION IDEAIN ACTION

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THE ACTION IDEAIN ACTION

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IF YOU DON’TTELL A GOOD STORY…SOMEONEELSE WILL.

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SOMEONEELSE WILL.

IF YOU DON’TTELL A GOOD STORY…

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STORYTELLING DOESN’TALWAYS HAVE ALL THE ELEMENTS…

Freytag’s Pyramid

Climax

Exposition Denouement

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BUT AGOOD STORY ALWAYS HAS…A human element (characters/emotion)

Movement and/or a turning point

And details / specifics!

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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

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METHODOLOGY

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CREATING ORGANIZATIONAL STORIES

TOWARDS A STORYTELLING CAMPAIGN…

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03 Storytelling

campaign

execution

Storytelling

campaign

development

AUDIENCE

YOUR

BRAND

ASSETS

ACTION-

IDEACONTENT

SYNDIC-

ATION

CONVERS-

ATIONINSIGHT

What’s

your

story?

PURPOSE

NO. 1 AD CAMPAIGN OF THE 21ST CENTURY

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CREATINGSUCCESSFUL ENTREPRENEURS

GENERATINGSOCIALIMPACT

MEETING THE CHALLENGES OF A GLOBAL ECONOMY

THEMES TO BUILD STORIES AROUND

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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

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CLOSING

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