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Stuart Maister Former national TV and radio reporter, UK/Australia
Founded and sold broadcast PR business
Ex-SVP for NASDAQ listed media business
Found and leads BroadView
Multi award winning
Advised many blue chips on broadcast/video strategies
Interviewed and consulted with CEOs, chairmen and other C-suite
Worked with all comms disciplines: PR, marketing, employee comms, IR, public affairs
The point: sharp, consistent story
YOUR STORY
Relationship
Revenue Reputation
1. Who?
2. The most important question
Why?
3. How?
4. What?
(Where? When?)
Building the story
Who
• Define precisely our target audience
• Identify what we want them to know, think, feel and DO
Why • Why are they interested at all in any story in our space?
How • How do we do what we do that is special, different or just plain great?
What • What exactly is it we are selling?
Evidence • The facts, figures, case studies, details
The news pyramid The HEADLINE
•One phrase to sum up our proposition
•The slogan – used across all collateral and content
The STORY
•One or two sentences to sum up the proposition
•The opening section of a website, bid document or slide presentation
The NARRATIVE THEMES
•Three to five themes which bring to life the story through key issues or subjects
•The platform for Collateral, Content and Conversations
The EVIDENCE
The facts, figures, case studies, capabilities which support the above
StoryBuilding content strategy
Research
Consideration
Close
Building relationship
Grow
Top line findings: get attention
Longer form: help decision making
Bespoke: we understand you
Retention & loyalty content as customer service
Upsell and crossell new ideas of relevance
The narrative themes
StoryBuilding content strategy
Research
Consideration
Close
Building relationship
Grow
Snack – short, sharp
Longer form: more substance
Adapted, bespoke versions
Did you know?
Eg new relevant research
Selected for you; the gold card versions
The result
Consistency
across
Collateral
Content
Conversation
…over time
![Story Times to Go Gardens[1]](https://img.pdfslide.us/doc/110x75/577d205b1a28ab4e1e92a575/story-times-to-go-gardens1.jpg)
