1. © World Scout Bureau Inc. / • Design by WSB Geneva

2. The Tactic of Story Telling How to better attract the media
By the World Scout Bureau, Communications and Partnership

3. Programme of the session

4. Working with the media

5. Working with the media

6. The Tactic of Story Telling

7. Finding a story
Scouting Messages
Media Interest
Successful Story

8. 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

9. 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”

10. 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

11. 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

12. 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

13. Thank you. Take your hook, go fishing!
Thank you for your attention!

14. Thank you for your attention!
Communications & Partnerships
June 2018

15. 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 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.