National Council for Marketing and PR conference lessons

Me acting as a model for a lighting demonstration for a presentation on videography. Special thanks to Mike Johnson from Lake Michigan College for taking this shot!
Me acting as a model for a lighting demonstration for a presentation on videography. Special thanks to Mike Johnson from Lake Michigan College for taking this shot!

In October of this year, I attended my district’s National Council for Marketing and Public Relations professionals (NCMPR) annual conference in Indianapolis, Indiana. Below is a brief overview of three critical conference lessons that can be applied to a variety of businesses and their marketing strategies.

Storytelling

Speaker: Andy Goodman, The Goodman Center

  • If you have facts that you want people to remember, put them in a story.
  • What makes a good story? The following formula is a good start:
  1. Protagonist
    1. Introduce them and tell us something about them
  2. Inciting incident
    1. What happens to start the story
    2. This gives them a goal
  3. Hero has to run into a barrier or obstacle.
    1. Find way around barrier then run into another one. The action continues to build with the number of barriers overcome.
  4. Finally reach a conclusion/resolution (whether they reach their goal or not).

Virtual Community

Speaker: Anthony Juliano, Asher Agency

  • Your social media is a success when the community starts having conversations with one another instead of with you.
  • Social media is free in terms of hard costs, but costs organizations significant dollars in terms of employee time (yes, I know we as marketers know this, but sometimes others in our organization don’t).
  • You actually need three social media documents (Employee use policy, Marketing strategy, and Community standards posted on the social media pages).

Visual Messaging

Speaker: Susan Kirkland, Propeller Communications

  • Have someone unfamiliar with your brand look over your branding materials. Using only the materials, ask the person to give you adjectives to describe your brand. It they don’t match your brand, you may need to look at redesigning your materials to better match who you really are.

What do you think? Do you agree or disagree with the experts above?

One thought on “National Council for Marketing and PR conference lessons

Add yours

  1. Thanks for the recap; I wasn’t able to attend this year so it’s great to get some of these insights. I agree with most of the insights – but I’d add a caveat to the last one from Susan Kirkland: having someone unfamiliar with your brand look at your materials is a good idea if they have a basic understanding of your region/market/audience. Judging awards from different chapters of PR organizations around the US has impressed upon me the incredible diversity of how PR is practiced from region to region.

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