Storytelling in marketing and PR

Introduction

• Findings from neuroscience.
• Why good stories are worth their weight in gold.

Success factors

• What makes a good story or what Steve Jobs learned from Odysseus.
• Hero stories and villains.
• Classic elements and patterns of action.
• Key messages and key images.

Storyfinding: message and story

• Creativity techniques.
• Content marketing: suitable content for good stories.
• Concept and topic planning.
• Sample templates.

Implementation in practice

• Agenda setting.
• Dramaturgy, storyboard, timing.
• Digital storytelling, increasing the shareability of the story.
• Linking the channels, cf. social media.
• Checklists: Which content for which platforms.
• How can the target group become part of the story?

Best practice analysis

• Brand story, product story, corporate story.
• Explanatory videos.
• Live communication: generate story content for multiple channels from one event.
• Story check.

Epilogue

• Performance measurement, indicators for evaluation.
• Generate leads with storytelling.