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How To Hook Your Audience

Larry Shoop Director, Intel Executive Keynote Group

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Quiz

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1 15

95

What’s the one

key message you want to convey

The length of a quote in a typical broadcast

news story

We make 95% of all

our decisions

emotionally

What We’ll Talk About

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The Keys

Questions

The Hook

?

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How do you get the media hooked on your STEM story?

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Let’s start with a question…

What types of stories do you see in the news these days?

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S

E

E

ensational

motional

ntertaining

The best hooks

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Unique Out of the Ordinary

Human Interest

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Get to know them!

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Keys to getting your message

across

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#1

Know your audience

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#2

Don’t bury the lead

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A story in 1969 could have started this way…

“Scientists have been planning for nearly a decade to send a rocket with astronauts on board to the moon. They had many successes and failures over the years, but they were finally able to launch a craft toward our nearest celestial neighbor on July 16. They travelled 3 days to reach the Moon’s orbit and then landed on the moon on July 20. Shortly thereafter, Neil Armstrong became the first man to walk on the moon.”

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The way the New York Times wrote it…

“Men have landed and walked on the moon.”

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#3

Stories are memorable

Data is not

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#4

Make your stories personal

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Decisions are emotional

#5

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#6

Express your passion and enthusiasm!

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# 7Use colorful, descriptive language

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“I conducted a lot of research.”

“I worked countless hours hunched over an electron microscope until I was

bleary-eyed. But it was all worth it!”

OR

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“STEM education can make a difference. ”

“The biggest advances in human history emerged because of scientific

investigation, mathematical breakthroughs and engineering exploration . Simply put, STEM

education paves the path to a better, brighter future for everyone.”

OR

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#8

Use quotable sentences and descriptions

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“I’m working on a cure for the common cold.”

“Somewhere in the world every day 2 billion people suffer from the common cold. My research could reduce that

number by 50%!”

OR

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#9 Be succinct in social media

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Prepare, Prepare, Prepare

#10

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Audience The Lead

Descriptive

Personal Decisions

Succinct

Tell a Story

QuotablePassion Prepare

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?

The punctuation mark

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Never underestimatethe power ofYOUR story!

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