1. The Tactic of Story Telling How to better attract the media Regional Communication Fora 2010 By the World Scout Bureau, External Relations & Marketing Team

2. ©WSB | Regional Communication Fora | 2010 | page 2 Programme of the session

3. ©WSB | Regional Communication Fora | 2010 | page 3 Working with the media

4. ©WSB | Regional Communication Fora | 2010 | page 4 Working with the media

5. ©WSB | Regional Communication Fora | 2010 | page 5 The Tactic of Story Telling

6. ©WSB | Regional Communication Fora | 2010 | page 6 Finding a story Scouting Messages Media Interest Successful Story

7. ©WSB | Regional Communication Fora | 2010 | page 7 Ingredients of a successful story Scouting “Brand” News Hooks Key Messages Proof Points (evidences of what is stated) Personal Stories Capacity to overcome difficult questions

8. ©WSB | Regional Communication Fora | 2010 | page 8 Working with the media Decide on where you want to shine the spotlight Use the “Scouting Brand” Work with the “Researchers” Find out and work with their “agenda” Decide what you want to say Be “nice and helpful”

9. ©WSB | Regional Communication Fora | 2010 | page 9 Key messages: Your task yesterday Yesterday, your task was to fill in one column of the Communication Matrix: Each group focused its work on a particular target audience Column 1: Young people (adolescent age) Column 2: Business leader Column 3: Political leader The main aim of the exercise was to create the communication matrix in order to promote the regional jamboree

10. ©WSB | Regional Communication Fora | 2010 | page 10 Your task today Each group focused its work on a particular media outlet (choose one) corresponding to the following target audiences: - Online media for young people (adolescent age) - Newspaper for business leaders -Television or radio for the public opinion (and political leader) Your job: -Identify one media which would be interested in promoting the regional jamboree -Prepare 3-5 potential hooks for future stories -Include Scouting messages -And then be prepared to feedback to the forum

11. ©WSB | Regional Communication Fora | 2010 | page 11 Hooks for the Regional Jamboree Online media for young people: You Tube -Adolescents invited to join an international adventure -The whole continent in one Scout village -Build your personal story with the Scouts -Scout law offers free style in an international youth city Newspaper for business leaders: “Around the world” -At Orhei, 500 scouts from 8 countries are experiencing international learning -Scouts are being trained to ensure their movement grows in CIS and neighbouring countries. -500 scouts from 8 countries are prepared to overcome international conflicts -Scouts are ready for social innovation -Scouts are creating a new city for one week Television or radio for the public opinion: Public TV -Eight Eurasian countries for a better world -Five hundred young people, five hundred peacemakers -Adventure, fun and challenge in Scouting -Scouts are increasing social awareness in Eurasia -500 Scouts from 8 countries take care of the natural environment

12. ©WSB | Regional Communication Fora | 2010 | page 12 Thank you for your attention! Thank you. Take your hook, go fishing!

13. ©WSB | Regional Communication Fora | 2010 | page 13 Thank you for your attention! The slideshows of the Regional Communication Fora are produced by the External Relations & Marketing Team of the World Scout Bureau as a digital abstract of Scout.Boom.Comm Concept and writing: Richard Amalvy Design and diagrams: Simon Bourges Photos: Archives of the World Scout Bureau © World Scout Bureau, September 2003, September 2008 © World Scout Bureau, April 2010 All rights are reserved concerning the reproduction and translations for National Scout Organizations that are members of the World Organization of the Scout Movement. Credit is obligatory and must mention the source and the author. Find all resources on scout.org/media scout.org/brand