When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience...
Transcript of When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience...
![Page 1: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/1.jpg)
When worlds collideTap your internal audience to tell your best stories to the world
Steve Crescenzo • @crescenzo
www.crescenzocomm.com
![Page 2: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/2.jpg)
![Page 3: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/3.jpg)
The Age of Storytelling Everybody is getting better at it!
![Page 4: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/4.jpg)
4
How many people have been bored by something you are writing . . .
. . . AS YOU ARE WRITING IT!
![Page 5: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/5.jpg)
![Page 6: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/6.jpg)
Kleenex Brand• “Messages of Care” campaign
• Powerful, emotional videos that will make you reach for a tissue—“Get your Kleenex ready!”
• It’s not about Kleenex!
• Pulls people to their content rather than pushing it at people
• Only works if the content is superb . . . which it is
![Page 7: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/7.jpg)
![Page 8: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/8.jpg)
Make the important
Interesting
![Page 9: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/9.jpg)
![Page 10: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/10.jpg)
![Page 11: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/11.jpg)
![Page 12: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/12.jpg)
12
Programs
ProductsProcedures
Policies
Avoid the four Deadly Ps:
![Page 13: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/13.jpg)
13
Focus on
People!
![Page 14: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/14.jpg)
Trust your employees to get the most
powerful stories
![Page 15: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/15.jpg)
‘Six-Word Stories’
For Sale: Baby shoes, never worn
![Page 16: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/16.jpg)
![Page 17: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/17.jpg)
![Page 18: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/18.jpg)
![Page 19: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/19.jpg)
![Page 20: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/20.jpg)
![Page 21: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/21.jpg)
Driving the business . . . • Senior Leadership Team did a six-
word story assignment as part of their annual strategy meeting
• CEO uses the best stories in presentations to investors
• People turned them into “story walls” in conference rooms
• Marketers use them in trade-show booths and proposals/bids to clients
![Page 22: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/22.jpg)
![Page 23: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/23.jpg)
![Page 24: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/24.jpg)
![Page 25: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/25.jpg)
MissionWhy we exist
Vision
Values
What we will achieve
How we will act
![Page 26: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/26.jpg)
![Page 27: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/27.jpg)
MissionWhy we exist
Vision
Values
What we will achieve
How we will act
![Page 28: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/28.jpg)
![Page 29: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/29.jpg)
![Page 30: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/30.jpg)
You’ve got to keep digging• In the first layer they will be
embarrassed to talk about themselves. You have to break ground
• Second layer will be corporate platitudes. Need to make it personal
• Third layer they will start to really open up. Keep digging!
• Fourth layer: Gold!!
![Page 31: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/31.jpg)
![Page 32: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/32.jpg)
![Page 33: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/33.jpg)
Take the road less traveled
![Page 34: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/34.jpg)
Do Less and Do It Better
![Page 35: When worlds collide - Ragan Communications€¦ · When worlds collide Tap your internal audience to tell your best stories to the world Steve Crescenzo • @crescenzo](https://reader033.fdocuments.in/reader033/viewer/2022051812/6029ec700edf3a4da1591b14/html5/thumbnails/35.jpg)
35
Keep in touch We’d love to hear from you!
Steve Crescenzo [email protected] @Crescenzo
Cindy Crescenzo [email protected] @Creativecomms
Customized Training
Communication Audits
Vehicle Analysis
Audience Surveys
Focus Groups
Executive Interviews
Strategic Planning
Writing
Intranet Strategy
www.crescenzocomm.com