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    Park Howell
    PARK HOWELL

    PARK HOWELL:  COMMENTS FOR 3.4

    Mike Hudson:
    Along with making the science community the ‘hero’; what about making the resource (e.g., bird, plant, fish, etc.), the ‘hero’?

    Mike, I’ve found that your audience needs to buy into your communications and while the its a bird or species that is being impacted, they’re not the hero. It’s the person/people who you share in your story that your fellow homo sapiens will live vicariously through to connect them to your story.

    MPatterson:
    Can we get a copy of Park’s presentation. The graphic was too busy to get it all down in the notes

    MPatterson:
    Park… when agencies are making ads. Do they have a template or checklist of points they want to hit?

    Here’s quick review of the Story Cycle System: https://businessofstory.com/business-storytelling-techniques/

    Agencies usually work from a creative brief. The ad itself doesn’t have a checklist in how to create it, but the creative brief is the guide on what needs to be communicated.

    sconnolly:
    Can we talk even briefly about branding in this context? I mean, aren’t we/USFWS to an extent branding our places, our people, and our programs?

    Yes, as a representative of USFWS you are branding your places, people and programs. But most brands navel-gaze placing themselves at the center of the story. Your audiences really only care about themselves and how they interact with elements of your brand. Therefore, place them at the center of your brand stories to connect your world with theirs. How do they see you and your offering? Understand these customers’ wishes and wants and how you can fulfill them with your offering. And then share your brand stories from their perspective, not yours. Help them get what they want out of life and they’ll go out of their way to help you get what you want as a brand.

    After all, all brands are in the wish-granting business to fulfill the emotional wishes of your audiences.

    Here’s a cautionary tale of what I’m talking about:  https://businessofstory.com/great-brand-storytelling/

    ksrigleywerner:
    Park – can you touch on the moral and ritual aspects of the Therefore, is this a growth phase that you could do another reiteration of storytelling from that juncture?

    The Moral and Ritual chapters, as with all of the steps of the Story Cycle System™ (Now deemed the “Spiral Narrative”) are content strategy considerations. I often coach presenters to start with the Moral by answering this question: How will what you are presenting communicate the beliefs & values of your brand? Connect those (The Moral of your story) to the shared beliefs and values of your audience/customer and you will build brand connection. The Ritual is your call-to-action: how do you want to make your story their story? Ask yourself “What do I want my audience to think, feel and do with my story?”

    We start with Think because most business audiences are in their logic-driven, rational mindset at the beginning. Then we move to feel because your storytelling should evoke emotion and meaning in its telling. Then, the all-important do! What do you want them to physically do at the end of your presentation? Your call-to-action, or CTA. Invite them to embrace your story by physically doing something.

    Here is a resource the describes what happens in all 10 steps of the Story Cycle System™ AKA Sprial Narrative: https://businessofstory.com/business-storytelling-techniques/