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The Tactic of Story Telling How to better attract the media By the World Scout Bureau, Communications and Partnership
Programme of the session
Working with the media
Working with the media
The Tactic of Story Telling
Finding a story Scouting Messages Media Interest Successful Story
Ingredients of a successful story Scouting “Brand” News Hooks Key Messages Proof Points (evidences of what is stated) Personal Stories Capacity of overcome difficult Questions
Working with the media Decide on where you want to shine the spotlight Use the “Scouting Brand” Work with the “Researchers” Find out and work with their “agenda” Decide what you want to say Be “nice and helpful”
Key messages: Your task yesterday Yesterday, your task was to fill in one column of the Communication Matrix: Each group focused its work on a particular target audience Column 1: Young people (adolescent age) Column 2: Business leader Column 3: Political leader The main aim of the exercise was to create the communication matrix in order to promote the regional jamboree
Your task today Each group focused its work on a particular media outlet (choose one) corresponding to the following target audiences: - Online media for young people (adolescent age) - Newspaper for business leaders Television or radio for the public opinion (and political leader) Your job: Identify one media which would be interested in promoting the regional jamboree Prepare 3-5 potential hooks for future stories Include Scouting messages And then be prepared to feedback to the forum
Hooks for the Regional Jamboree Online media for young people: You Tube Adolescents invited to join an international adventure The whole continent in one scout village Build your personal story with the scouts Scout law offers free style in an international youth city Newspaper for business leaders: “Around the world” At Orhei, 500 scouts from 8 countries are experiencing international learning Scouts are trained to grow their movement in CIS and neighbouring countries. 500 scouts from 8 countries prepared to overcome international conflicts Scouts ready for social innovation Scouts are creating a new city for one week Television or radio for the public opinion: Public TV Eight Eurasian countries for a better world Five hundred young people, five hundred peacemakers Adventure, fun and challenge in Scouting Scouts are increasing social awareness in Eurasia 500 scouts from 8 countries take care of the natural environment
Thank you. Take your hook, go fishing! Thank you for your attention!
Thank you for your attention! Communications & Partnerships June 2018
Thank you for your attention! The slideshows are produced by the Communications and Partnership Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm Concept and writing: Richard Amalvy Photos: Archives of the World Scout Bureau © World Scout Bureau, June 2018 All rights are reserved concerning the reproduction and translations for national scout organisations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author.