How to make your company as exciting as a holly/bollywood blockbuster? ABT Storification is the script.
How we compose our public relations and sales, information can often be informative and make us feel better but bore the audience to death. So how can we create more compelling content?
It turns out that storification (sic) is the answer, and with thanks to Park Howell, 'the worlds most industrious storyteller', and his guest Candice Frazer at TTI Success Insights, I am sharing here about the 6 different driving forces which dictate how people will respond to situations and to information.
Based on the theories of Eduard Spranger (27 June 1882 – 17 September 1963) a German philosopher and psychologist, who wrote a book in 1928 entitled, 'Types of Men'. In this work, Springer identified six universal attitudes and value systems through which we observe and experience life.
This sets us up for the ABT methodology Randy Olsen for framing our narrative to the story, which is detailed in his book 'Narrative is Everything.'
From theory to practical examples of the ABT approach, this podcast provides a useful lesson in storification; which at EASTWEST forms part of our SPEAK|pr methodology which is free to download.
Storify
Personalise
Engage
Amplify
Know
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Jim James recently returned to the UK after 25 years in Asia where he was an entrepreneur. Among his businesses he introduced Morgan sports cars to China, WAKE Drinks, founded the British Business Awards, The British Motorsport Festival, EO Beijing, and was the interim CEO of Lotus cars. At the same time he continued to own and run the EASTWEST Public Relations Group which he founded in Singapore in 1995, and still runs today.
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