1. THE PUBLIC SECTOR IN THE MEDIA: An ex-EIC’s P.O.V With
Suhaimi Sulaiman
Author & Communications Consultant

2. We need good storytellers.
1. Buy-in for new ideas, products and services.
2. Inspire & motivate to add value.
3. Enhance your brand.
4. Instil pride.
We process information through story.
The modern brand needs to be human.
Storytelling can be a way to help your customers connect to the human side of the brand.
Stories about the brand -- the story behind it, the people behind it, and what it stands for.
“We want to hear information through stories, with heroes and villains and characters, and a hero to rally around. It’s the way the world and our brains work. We’re wired that way…”

3. Why storytelling? Communicating information in a compelling way.
Storytelling is communicating information in a compelling way.
In word-of-mouth advertising, social media sharing, brand perception and the very essence of content marketing.
As a brand, ranging from what you stand for to the reason why you developed solution
Storytelling is so much more than telling stories in marketing and communications for businesses.
Storytelling, is an essential content marketing technique for businesses that want to make a difference in these social and content-intensive times.
Communicating information in a compelling way.
Platform agnostic era.

4. Why storytelling is important for the public sector?
HERO.
Hit that emotional chord with your audience.
Keep them coming back for more.
Confidence in the country’s leadership.

5. Persuasion that engages not SELL SELL SELL
Stories ….
Inspire
Persuasion that engages not SELL SELL SELL
Relatable
Emotional connection

6. What is your brand story?

7. Techniques – How to tell a good story. Inform, Educate & Entertain.
1. Relevant, short and simple.
2. Appeal to shared values
3. Authentic.
4. Inclusive.
5. Metaphors and analogies.
6. Bring your characters to life.
7. Reality.
8. Memorable phrases or sound bites.
9. Good command of language.
10. The X-Factor.  
INFORM
EDUCATE
ENTERTAIN

8. The X-factor -- make them fall in love with you… then
you win them over.
Use your eyes.
Use facial expression.
Gestures.
Sense of humour.
Laughter.
Variety of moods.
1. Influence.
2. Transmit new values.
3. Inspire.

9. Good SOT -- Thought Leadership
Milk interviews -- News, CA, magazine
SOTs for promos and energy report.
Challenge plot.
Connection plot.
Creative plot.
What is the big idea?
A game changer?
The details can come later.

10. Thank you