Over the past 25 years I have learned a lot about the power of storytelling in the media, firstly as a business and technology journalist, and more recently as a communications trainer and coach.
What has become clear to me through that time is the importance of understanding the needs of the audience you are seeking to reach and the techniques that will help you engage with them in a meaningful way.
In these sessions I work with executives to help them understand the power of storytelling to impact the way people think, feel, and behave, and how to use storytelling to connect with and influence audiences.
Standard training sessions consist of a two-hour theory and discussion session, followed by practical coaching based around possible real-world media scenarios. These practical sessions can be filmed and played back for feedback and discussion. The goal of each session is to enhance the trainee’s skills as a storyteller and their ability to connect with audiences.
The theory component of each session includes:
Creating a compelling story
- The importance of setting an objective
- How to build engagement with audiences
- Storytelling as a transaction
- Working with key messages
- The importance of evidence, anecdotes, and third party voices.
Working with the media
- How journalists work
- What makes a good story
Storytelling through the media
- Tips for appropriate preparation
- The importance of plain speaking
- Driving the narrative
- Avoiding basic mistakes
- Tips for improved delivery
- Staying on track
- Tips for specific media formats
Please contact me for further information.