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September 2010
30 Staff
9 Offices
Or this:
Solar and wind create
more jobs, better worker
health, study says
Shoot your
movie
• Follow these steps!
1. Script the
story
• Define the problem
• Explain its relevance
• Define the solution
2. Cast the
Actors
Vs.
• Who’s your villain?
• Who’s your hero? Think of real
people
• Who would you rather ally yourself
with?
3. Build a set
• Think about where your story will
Vs.
take place
• How does that reflect values?
4. Work the
camera
• How much detail do you want to
convey?
• Direct attention to the shots you
want
5. Know your
audience
• Know competing interests
• Don’t rebut, reframe
• Arm yourself with polling
• Do some research online
6. Schedule
Repeat
Showings
• Build relationships with reporters
• Cross-pollinate great content
through social media
• Don’t forget your website!
It’s all about
storytelling
• Tap into core values
• Problem/villain, hero/solution, call
to action
• Good hook
• Good messenger
3
Powerful Messages
Your Message
• What are the values at stake?
• What’s the threat?
• What’s the solution?
Messaging:
It’s not just
about facts
Know what people think
• News audits
• What information do
Frame-changers:
• Fishermen
• Health experts
• Scientists
• Business owners
Messengers:
Case Study: Rocky Mountain Front
What to look for in spokespeople
3. Comments?
We Welcome Your Questions!