How To Tell Your Company Story
Overview:
Telling Your Company Story is more relevant than ever. In today's world, people are looking online - searching for information about your company - before they actually do business with you or consider going to work for you. In fact, in most cases, the About Us page of a website is the second most popular, with the home page being number one.
Being able to articulate an authentic story that shows your diversity, your history, your values, and your mission in a memorable and entertaining way way will help you attract the talent you want. It will help you attract the customers who will be the best fit for you.
Learning to tell that story and be able to share it with all your stakeholders will give your company a competitive edge. And, it will help you feel empowered.
However, developing that company story is no easy task. From large corporations to small businesses, many people get stuck in the details. What do we say? Do we want to appear larger than we are or smaller than we are? Do we want to admit we've had struggles? Do we focus on what we've accomplished or how we serve our customers? Do we use testimonials or do we use company employees? Who are we targeting? What are the key messages? What is the call to action? What do we most want people to remember? Do we develop a script or do we use interviews? Should we have actors or real people in the video? Should they read a teleprompter?
There are many questions and concerns as company representatives begin to approach an article or video that tells the company story. Many times, things fall apart in the process, and even after a company spends a considerable amount of time and money on the effort, they can't agree on these big questions listed above. They end up doing nothing. And, everyone involved in the project is blamed for the stagnation.
Being able to sit down, have a plan, ask the right questions, and find the right resources is so important to a successful company story. Getting that great article or video for your website and social media pays dividends every day. Once you have it, you'll find recruitment to be easier and customer loyalty to be greater. Your associates and your clients are able to read your article or watch your video and to become advocates who can quickly tell others about your story.
There are many ways to use that company story, and you'll find yourself using it all the time. From associates and potential talent learning "the big picture" to local news reporters using it for background when writing about your company, it will be a great investment in your future.
Good storytelling will be a continuing demand for Human Resources professionals. Spending an hour of your time for this webinar will help you prepare for this ongoing challenge.
Take heart in knowing that even though the mediums for stories change with technology, the basics stay the same. Story is the basis for every good movie and book. We all love that member of the family who tells great stories. We all love characters, struggles, and emotion. The basics are enduring and once you focus on these things, storytelling is really quite easy.
Why should you attend: Many of us struggle when it comes to writing or even defining "our company story". Instead of focusing on the emotional or connecting aspects, we want to explain all the details of what we offer and what makes us different.
If you were assigned tomorrow to "define" the company story and write it for the website, create a video script for it, and come up with a script for the CEO to give during speeches, would you struggle? Would you feel up to the challenge?
This webinar will leave you feeling empowered. You’ll get a step by step guide for outlining "your story". Plus you’ll find out how to get to the heart of what will resonate with your audience. You’ll not only have a simple and tried and true method of defining and outlining the story, you’ll learn about valuable resources for creating the story in various formats.
Television news reporters must create a unique, memorable story in just a few hours under a tight deadline. Have you ever wondered how they do it? Well, if there weren’t formulas and "basics", it would seem impossible.
Donna Davis spent 20 years as a television news reporter, producer, and anchor. Most recently, she worked for Capitol News Service, reporting for a network of eight Florida television stations.
She now has her own marketing company and professional association. Donna loves the art of storytelling. She writes articles for a video marketing blog, as well as for corporate clients. Her company also creates storytelling videos for a wide variety of companies.
Donna’s passion is in teaching people the art of storytelling and empowering them to feel confident about "creating their own story". She loves to share her knowledge and resources with others.
Areas Covered in the Session:
- Introduction of my background
- Go over what we will learn
- Print and video
- Print - The basic questions to focus on first
- Who is our target?
- What do we most want them to know about us?
- What do we want them to do as a result of reading this article?
- Developing an outline
- Where are we now?
- What do we stand for - mission and values
- Our history, struggles, how and why did this company come about?
- Where are we going and how do we want to get there?
- Call to action
- Focusing on emotion and using subjective emotional quotes mixed in with objective information
- Examples of good and bad About Us articles for "Telling The Company Story"
- Question and Answer on print
- Video - The basic questions again
- Who is our target?
- What do we most want them to know about us?
- What do we want them to do as a result of watching this video?
- Interviews vs. Script
- Using actors vs. real people (clients and associates)
- Present, Past and Future (just like print)
- Using emotion
- Using characters
- Being authentic
- Examples of good and bad About Us videos
Who Will Benefit:
- Human Resources Professionals
- Project Managers
- Managers
- Business Line Managers
- Team Leaders
- Business Analysts
- Anyone who Manages Virtual Team
- Supervisors
- HR Directors, VPs, and SVPs
- Leadership Consultants
- Training Directors & Managers
- Directors and Employment Managers
