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STORYTELLING David Gennard
| Date post: | 09-Apr-2017 |
| Category: |
Government & Nonprofit |
| Upload: | charitycomms |
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STORYTELLINGDavid Gennard
DIFFERENT
SHOWING ITTHE PROBLEM
WORLD CLASSRESEARCH
WORLD CLASSFACILITIES
WORLD CLASSSTUDENT EXPERIENCE
HOW IS YOUR CHARITY DIFFERENT?
DIFFERENTIATION
HOW DO WE DO THIS?
BRAND ARCHETYPES
DEFINE HOW YOU DO THINGS
REPRESENT YOUR VALUES
SHOW HOW YOU’RE DIFFERENT
REFLECTED IN EVERYTHING YOU DO
PROPOSITION?Do you have a clear
DOES IT APPEAL TO YOUR AUDIENCE?
CONVERT PEOPLEStrong brands
to their way of thinking
WAYS OF PRESENTING
3 Modes of Persuasion
LOGOSAn appeal to logic
A way of persuading an audience by reason
ETHOSAn appeal to the ethics
A means of convincing someone of the character or credibility of the persuader
PATHOSAn appeal to the emotions
A way of convincing an audience of an argument by creating an emotional response
MAKE ME CAREHOW TO
MANY WAYS
PROTAGONIST
A PERSON, A GROUP OR AN ORGANISATION PRESENTED AS YOUR ARCHETYPE
WANTThe protagonist’s want is the driving force of a story
INDY WANTS THE ARTEFACT
WANT
BRODY WANTS TO DEFEAT THE SHARK
WANT
OUR RESEARCHERS WANT TO DEFEAT CANCER
WANT
OBSTACLESObstacles stand in the way of the protagonists want and create drama, which engages us
PUTTING IT TOGETHER
PATHOSEmotion
ETHOS + PATHOSCombine approaches
Credible ethics Emotion
IT GIVES YOU A STARTING POINT TO MAKE GREAT CONTENT
This approach helps
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out
what else we do: www.charitycomms.org.uk
North West Group 18 May 2016 Manchester#ccnorthwest
Videos on a shoestring
