One of the key tasks of a public affairs professional is to create content which is then communicated to engage people with what organisations do and what they believe in. We do this by:
Commissioning new research
Identifying an interesting statistic
Developing some key messages
Enlisting a “celebrity” or an “expert” and
Composing case studies/human stories
Stories can be collected in a structured or unstructured way. With the first you’re collecting information from a prescribed list of questions. For instance, you might be collecting case studies to support an awareness campaign so you want the story to speak to that campaign.
With unstructured story collection you’ve chucked the questions out of the window. You’re open to what might emerge. One benefit of this approach is that it enables people to talk to their story. It can also produce some helpful insights and shape a story that – perhaps – you never knew existed.
If you want to know more about how to tell a great story why not click here. Includes a video by Isobel Allende’s (activist, feminist, writer).
I hope you found this post helpful. Please do leave a comment or question; and follow me @businesses4good if you want tips on how to communicate, campaign and lobby more effectively.