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Media Training: Story Telling

  October 29, 2019

Good story tellers hold an important place in history.  Before the written word these story tellers were invaluable to their communities.  They could not have imaged the ways in which we communicate today.  Whether it's for Facebook Live, a TV interview, a QVC appearance, or an elevator pitch-- we all need to know how to tell stories in a compelling and concise manner.

An executive may shine in the boardroom, but ask her/him to communicate across different platforms and it doesn't always go well.   Regardless of the platform it all begins with good story telling.  Ask yourself a few things before you start. 

  • What is unique about me, our company, our services/products, our causes, our workforce, or our history?
  • Why would the public be interested?
  • How can I make my stories relatable to our demographics?

There is something unique about every business and business person.  It's a matter of identifying what's special and working those elements in whether you're doing a traditional media interview or talking directly to your followers on social media.

When I help clients craft their media-friendly stories, I ask a lot of questions to draw out things they may overlook or deem unimportant.  I worked with a client once who had won a big jackpot and used the winnings to launch her business.  This story had nothing to do with the products she sold, but it was unique to her and memorable.  If they remember you, they'll remember your business. 

A few things to consider:

  • Keep your stories simple.
  • Don't tell the same story in every media appearance.
  • Your employees have unique stories too.  So don't hog all the spotlight.
  • Be sure that stories you share won't offend readers, listeners, or viewers. 
  • Practice your story telling with friends or a media trainer until you are comfortable with the material and then go public.


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