The key for your company to thrive in the post-Covid era is your people’s level of emotional intelligence
• Character-driven story. Pick up one person whose story identifies with the story of your organization. It can be a staff member, a client, a volunteer if you’re an NGO, or a beneficiary of your activities. Tell the story of that character as lively and humanly as you can. It will carry your message across AND it will add an aura of humanity to what you do.
Example: here is Jacqueline Novogratz speaking about her organization, the Acumen Fund, bu using storytelling: http://www.ted.com/talks/jacqueline_novogratz_on_an_escape_from_poverty.html
• Action-driven story. Can you build your story on the dynamics of a plot and conflict with a common enemy? Journalists love conflict because it gives life to the story. Who are you fighting and why?
Example: GreenPeace is using an action-driven tale to introduce its mission: http://www.youtube.com/watch?v=zVu9eawb1QY
• Atmosphere-driven story. Your activities take place in a location / moment of utter magic. Describe this magic and make people want to be a part of it – and of your organization and your story.
Example: the non-governmental organization Tawantinsuyu uses beauty and innocence to tell the story of their purpose: http://www.dailymotion.com/video/x74b7t_the-forest-of-awakening_creation
• Emotion-driven story. People engage because they find themselves in your story.
Example: Animal Planet is using emotion to attract viewers for its programs: http://www.youtube.com/watch?v=YuJ64WsKmWc&playnext=1&list=PL2DD155BBEB748677
There are a few other things you might want to bear in mind when you prepare to get your story in the media: