1 How To Hook Your Audience Larry Shoop Director, Intel Executive Keynote Group.
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Transcript of 1 How To Hook Your Audience Larry Shoop Director, Intel Executive Keynote Group.
1
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
2323
“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!
Intel Confidential — Do Not Forward