Audience engagement – how authentic storytelling can build trust and amplify shared goals

Getting your messages across through storytelling.

Storytelling is a great way of engaging with people and getting your key messages across. It’s an effective way of attracting interest and making things real.

Audience engagement – how authentic storytelling can build trust and amplify shared goals

By applying storytelling techniques you can enhance your reports, presentations and meetings. You can transform the way people think and feel about your work as well as build trust and amplify messages.

It can be used in many different situations – meetings with colleagues, engaging with residents, presenting to boards, producing reports (including annual reports). And can be applied across all service areas.

Utilising skills honed in newsrooms from major newspapers to the BBC, this course will teach you how to identify and structure stories that will build trust with the audiences you want to engage.

It’s a practical session with time to try out techniques.

What will delegates learn?

By the end of this you will be able to:

  • Understand how to identify an engaging story within your work
  • How to structure a story so it applies to your work and will best engage your audience
  • Understand how to interview
  • Understand fundamental safeguarding and legal risks and how to provide balance and fairness
  • Understand audience behaviours and social media opportunities/risks.

Course programme

  • What’s a story?
    Understand how to identify a story, what makes stories engaging and relatable to audiences and how universal themes can make your content travel to a big audience.
  • How to structure a story
    How do you structure your story to catch and keep your audience's attention? How do you make your key messages resonate to change the way people think and feel? The power of editing to elevate and enrich your work.
  • Interviews
    Identifying the best messenger, writing an authentic script / questions to showcase key messages, preparing yourself and your contributor and the importance of accuracy.
  • Balance, fairness and the law
    How to be fair to the contributor and yourself, what is balance and why is it needed? The difference between opinion and editorial responsibility, fundamental safeguarding and legal skills.
  • Social media
    The opportunities and risks of social media, the difference between your platform and 3rd party platforms, are you ready to engage?

Who should attend?

Anyone at any level who needs to communicate their or their team’s work. Its particularly relevant to those who deliver presentations or public speaking, those who need to engage residents, service users, board members, other departments or teams they manage.

Tom Palmer

Tom Palmer

Tom has worked as a senior editor and project manager for 15 years, managing projects with a wide variety of OCM clients including local authorities, major businesses, start up enterprises and charities.

Recent storytelling video campaigns have included Plymouth City Council, the Real Ideas Organisation and a public health campaign for Kent County Council.

Tom has led BBC digital teams in the UK and in East Africa, delivering significant audience growth on website and social platforms. For BBC South West he led an editorial team of more than 80 journalists and staff covering the pandemic on TV and online.

He has a passion for housing and social issues and throughout his career and has looked to tell stories which focus on solutions to challenges and showcase positive change.