{"id":5881,"date":"2015-03-20T13:37:38","date_gmt":"2015-03-20T17:37:38","guid":{"rendered":"http:\/\/progressions.prsa.org\/?p=5881"},"modified":"2018-08-11T12:44:27","modified_gmt":"2018-08-11T16:44:27","slug":"how-effective-storytelling-can-drive-business-results-for-clients-national-assembly-session-recap","status":"publish","type":"post","link":"https:\/\/progressions.prsa.org\/index.php\/2015\/03\/20\/how-effective-storytelling-can-drive-business-results-for-clients-national-assembly-session-recap\/","title":{"rendered":"How Effective Storytelling can Drive Business Results for Clients [National Assembly Session Recap]"},"content":{"rendered":"
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During her session, Jenny Moede explained the five elements of a great story, seen here. Photo courtesy of Twitter\/Chad Furst.<\/figcaption><\/figure>\n

S<\/b>ession: <\/b>Special Session<\/p>\n

Presenter: <\/b>Jenny Moede, Oregon Storyboard Executive Director<\/p>\n

Recap:<\/b><\/p>\n

Jenny Moede explained the importance of storytelling in being successful in public relations. To figure out how to effectively get business results for your client, the first step is to conduct research to better understand your client\u2019s target customers, she said. Now make your client appeal to that market. Do a lot of research on your client, \u201cget customer insight and talk to them,\u201d since \u201cgetting that kind of data, getting that insight\u201d allows you to build a story.<\/p>\n

Moede explained that this data could be used as \u201craw materials for a good story.\u201d Take the data and information that you get and think of how you can make that into a story to help your client reach their goals. Any good story has five important elements: the inciting incident (the event that the story will be built on), the protagonist(s), the antagonist(s), the conflict(s) and the resolution.<\/p>\n

Moede explained that \u201cyou almost never know what the resolution will be,\u201d as the outcome for the client is not immediately known. Moede\u2019s work is a great example of how public relations professionals can help companies reach their business goals through digital storytelling such as film, video, animation, gaming, etc. The client\u2019s goal can be accomplished through the story arc, which is a great way to drive business results. \u201c<\/p>\n

A good story is a juicy story, a story that gets people talking and sparks conflict\u201d, said Moede. Today we live in a media driven industry that is about the 24\/7 news cycle and ever-changing media platforms. As public relations professionals, we have to use a variety of media systems and platforms to tell our clients\u2019 story, helping them reach their business goals.<\/p>\n

Takeaways:<\/b><\/p>\n