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10 Tips to Leverage the Power of Storytelling

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10 TIPS


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Tell me a fact and I’ll learn. Tell me a truth and I’ll believe. But tell me a story and it will live in my heart forever.” - Native American Proverb Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.


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In this era of information overload and an adult attention span of 8 seconds, communication professionals now have to work harder to grab the attention of their audiences. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.


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Our brains release oxytocin and cortisol – chemicals that promote engagement, connection and empathy – whenever we hear a story. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.


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92% of consumers prefer brands to make ads that feel like stories. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.


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Storytelling is POWERFUL, but where to start? Before the Web, the only reason you wrote a press release was to get press coverage. Fast-forward to today, news releases traverse millions of websites and social networks, serving as a powerful storytelling tool that tells your brand’s story to a wider audience. With that said, we should all recognize the fact that the media is no longer our one and only audience, but also the end consumers who are reading our news online when researching their purchase decision. Yet, in this increasingly competitive marketplace, how can communicators set themselves apart from the crowd? The secret to create a unique connection with your audience, as proven by neuroscience, is by telling a story that inspires them. When brands incorporate storytelling elements into news releases , it can help breathe life into their brand stories and allow them to lead their audiences to think, act and be engaged. In this eBook, we will walk you through the important elements of effective storytelling and offer some easy-to-follow tips on how you can leverage news releases to inspire conversations with your target audience. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.


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Know Your Audience Do some research on the demographics of your target audience. This is an essential step to connecting with your audience and driving engagement. Develop a clear picture of whom you will be targeting and what they care about, then create the structure, tone, content, and visuals of your story that will best resonate with your listeners. Remember - You don’t matter until you know what matters to your customers. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.


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The Value of Knowing Your Audience Knowing your key audiences and understanding what matters to them are vital if you want to angle your story in a way that draws their attention and engages them in a meaningful way. Here is a list of things you should research to reach your target audience and make your stories relevant to your local markets: • What are the most popular media channels in this local market? • Which media is the best channel to reach your target audience? • Are they active on social media? • What is the mobile usage in this key market? • What are the norms, values and social behaviors of your audiences? • What are the challenges they face that you could help them to solve? • Why should they care about your story? Asian Media Landscape White Papers Remember your primary objective and identify the elements that will interest your audience, then customize the story to create a personal, emotional experience to engage them. As different media caters to different audiences, you need to know which are the right channels to reach your target audience. The first step you can take is to download these white papers to gain some insights into the media landscapes and different local media consumption habits in the Asia-Pacific region. Hong Kong, Singapore, Taiwan and Malaysia Japan China For other Asia Media Landscape white papers, download here. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.


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Help The Reporters Most journalists get swarmed by hundreds of story ideas each week. What can you do to help them when they are plowing through all the boring press releases that are irrelevant to their audiences? No one likes to be treated as some sort of email landfill. If you want your story to get noticed, you need to help make the reporters’ lives easier. Provide a wellwritten and relevant story that is easy for them to retell their readers, then they will be more willing to help you as well. Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.


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Help Them, Help You. With the explosive growth of digital news, journalists are under tremendous pressure to keep up in the swiftly evolving environment. Exacerbating this fact is the ever-shrinking newsrooms and increased workload. Research indicates that 68% of reporters are more unhappy and overworked now than they were five years ago. View the highlight video of Angie Lau, Anchor on Bloomberg Television, on some of the do’s and don’ts when engaging the media at PR Newswire’s Media Coffee event. For her full presentation, download here. Here are a few tips to help make the job of the understaffed media easier: • • Do your homework: Journalists are your audience too, so read their prior stories and convey how your story can further expand on their subject matter. Also, don’t forget to find out who their audiences are. Read the blog: “Help Me, Help You”: 3 Tips to Pitch Media Successfully Tell a story, not your product: Journalists now spend less than a minute reading your story. To get their attention, you need to create a unique story angle and be part of a broader story. • Be a giver: Journalists would be more willing to use the information from your press release when you provide them an interesting story that includes good content, pictures, videos, credible sources, detailed reports, quotes or links. Why? Simple enough - it saves them time when you’ve already done the work for them. View John O’Callaghan, Director of Publishing & Partnerships SEA Edelman, and ex-Reuter’s journalist, talks about engaging journalists via multimedia content at PR Newswire’s Media Coffee event. Answer the “so what?” Understand what’s of interest to the journalist’s audience and clearly convey how your content could benefit them. What do you have to offer to their readership? Create a plot that captivates their audiences and gets to their hearts. • Related Blog Read the blog: Related Related Tips for getting your press releases picked up Blog Blog by UK’s Press Association journalists Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.


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Conclusion There is no universally agreed upon definition of what makes the best storytelling, as brands cannot simply adopt a spray-and-pray tactic for their content marketing strategy. To build a genuine relationship with your customers, your story must be unique, authentic and relatable to the audience. You must learn to listen to your audience so you can leverage their needs to transform your content marketing strategy, inspire your audience, and keep your brand on the top of their minds, and ultimately, lead them to reciprocate your desired call-to-action. Let us help you tell your story to the world. Tips At A Glance • Know Your Audience • Help the Reporters • Remember – Time is of the Essence • Incorporate the Essential Elements • Drive Audience Attention with Multimedia • Structure Your Story • Localization • Distribution is Queen • Make It Socially Shareable and Mobile Friendly • Measure Your Success Copyright © 2015 PR Newswire Association LLC. All Rights Reserved.


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