Information Overload: How Do You Create a Story That Stands Out from the Noise?
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Registered dietitians need to stand out from the noise of information overload by crafting compelling stories and content for their target audiences. The summary discusses: 1) Understanding your audience is key - know their demographics, beliefs, values, needs, and influencers in order to create relevant content. This includes generational differences like Millennials' preference for whole foods. 2) Developing authentic stories that are timely, compelling, feature interesting characters, and have strong visuals will grab media attention and resonate with audiences. 3) Amplifying messages through an integrated distribution approach using owned, paid, earned, and peer channels during "primetime" helps increase engagement and credibility. Syndicated articles
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Information Overload: How Do You Create a Story That Stands Out from the Noise?
- 1. Information Overload: How Do You Create a Story That Stands Out from the Noise? Hosted by Dietitians in Business and Communications Presented by Jennifer E Seyler, MS, RD, CPT
- 2. Disclosures Vice President of Food and Nutrition at FleishmanHillard, a public relations and communications agency President of the Illinois Academy of Nutrition and Dietetics Board Member of the Chicago Food and Nutrition Network 2
- 3. Learning Objectives At the end of this webinar, you should be able to: > Maintain desired reputation while speaking > Provide relevant content to target audiences > Amplify messages and grow share of voice > Share communications best practices to enable positive business performance and growth 3
- 4. Goal We Want: Dietitians to be seen as the most valued food and nutrition resource 4
- 5. Situation: Lot’s of Information 5
- 6. Situation: Not All is Credible Information Anyone with a smartphone is a news reporter ...BUT... Not everyone is an expert Dietitians have an opportunity to help clear confusion 6
- 9. Agenda Who You Are, What Is Your Brand Relevant and Authentic Content Target Audience Considerations Message Amplification Communications Best Practices 9
- 10. Registered dietitians are the most valued food and nutrition resources BRAND / REPUTATION MANAGEMENT Who You Are, Your Brand
- 11. Who Are You?
- 12. Melissa Joy Dobbins: Media Dietitian MEDIA TRAINING SOCIAL MEDIA WORKSHOPS SPEAKER COACHING
- 13. Sara Korzeniewski: The Organic Dietitian
- 14. Jodie Shield: Healthy Eating for Families Dietitian
- 15. What You Say Mission / Vision How You Behave Your Brand Communications 15 What Others Say About You Reputation Audience Interpretation of Your Brand No Communication No Shared Experience
- 16. Brand What You Say and How You Behave Reputation What Others Say About You Based on Shared Perceptions Authenticity Communication and Authenticity Managing alignment between brand and reputation to achieve successful business results 16 Experience Commonality
- 17. Registered dietitians are the most valued food and nutrition resources CONTENT Relevant and Authentic
- 18. Authentic Story Telling Good stories enable us to better engage our most critical audiences – patients, doctors and media. Strong story angles resonate with key audiences by delivering on the following: 18 IT’S COMPELLING Grab media’s attention by being really great, really horrible, really controversial, or really unique IT’S TIMELY What’s the “hook” – why is the story relevant now? It is a new publication, program announcement, special event/season (i.e., IBS Awareness Month) IT’S UNIVERSAL A great story affects a wide range of people and is easy for people to understand IT FEATURES INTERESTING “CHARACTERS” Great characters make great interviews. “Real people” is a newsroom mantra. Provide people who are directly affected (i.e., patients, communities, specific groups). IT HAS STRONG VISUALS Reporters want action; they want to see video and animated mechanisms of action
- 19. Audience Matrix 19 Internal ExternalR&D Corporate Affairs Brands Regulatory Legal Leadership Globalization Competition Economy Public Health Legislation Policy Health Professionals Customers Suppliers Shareholders Activists Consumers Media Nutrition Need to know who your audience is What does your audience understand Where your audience ‘lives’ When your audience is most receptive to what you have to say Why do they want to hear what you have to say
- 20. Define: Who, What, Where, When and Why Gender Parent Race Athlete Health Professional Policy Maker Scientist Environmental Naturalist Mother Health Conscious Weight Loss Driven Condition Focused 20 Facebook Twitter TV Radio Newspapers Online
- 21. 21
- 22. Understand Audience Beliefs Knowledge is King Consumer who wants to take ownership of health and nutrition 22 Healthy Aspirations Interaction between consumer desires and actual behaviors Food as Medicine Use fortified and functional foods and beverages; understands benefits One Size Doesn’t Fit All Population diversity and differences in purchase behaviors
- 23. Understand What Audience Values
- 24. Understand What Audience Values
- 25. Understand Audience Needs 25 % General Population Indicating They Want More of the Following
- 28. Generational Differences Generation Z and Millennials comprise half the American population 28 20-35 ≤19
- 29. Millennial Behaviors Percent of Millennials who check their phones... > 54% laying in bed > 51% while using the bathroom > 36% during a meal with others > 32% while driving 53% would give up their sense of smell instead of their social networks Easy-to-share tips during meal times 29
- 30. Millennial Behaviors Eat out the most at lunch and tend to eat four smaller meals a day at non-traditional times 30% eat foods that are certified organic > Compared to 21% of Gen X and 15% of Boomers Prefer whole foods over processed foods > Will spend more on ethically sourced meats and farm-to-table experiences 80% want to know more about how food is grown 30
- 31. Generation Z Behaviors ~ 3/4 of moms say their Gen Z kids have influence over the week’s dinner menu Vs. Vs. 31
- 32. Generation Z Behaviors Social Media Usage Facebook Twitter Instagram Google+ Tumblr 32 Device Usage TV Cell Phone Laptop Desktop iPad Gaming Console
- 33. Food News Study: Importance of Nutrition Stories Objective: Provides an understanding of how important food stories overall are to Americans and identifies the effect of food news on consumer behavior Date: October 2014 Methodology: Quantitative online survey of 1,002 American adults; conducted by Hunter Public Relations 33
- 41. Multimedia Content Distribution to Paid + Owned + Eared + Peers “Primetime Posting” to Social Channels Performance Analysis Amplification Strategy 41
- 42. Integrated Distribution Approach Owned channels inform and engage existing audience 42 Paid channels drive engagement beyond existing fans or followers Peers and earned help drive new viewers and increase credibility
- 43. Most Powerful and Enduring PR Tool Syndicated Content / Advertorial A 500- to 700-Word Feature Article Geared Towards Consumer Appear in Print Newspapers and Online Why Works: > Less staff > Still need to attract readers and advertisers 43 35 – 50 million impressions
- 44. Sharable, Searchable, Easy-to-Digest 44 Visuals can increase the impact of a piece by more than 100 fold
- 47. Social Media Monitoring Tools 47
- 48. Social Media Monitoring Tools 48
- 49. Registered dietitians are the most valued food and nutrition resources BEST PRACTICES Take Away Messages
- 50. Keys to Success Speak to your audience Stay on par with your reputation Use messages consistently and often Make them your own > Internalize the concepts, don’t just memorize the words Constantly review and update your messages > Ideally, the support points change, not the primary messages Prepare and practice, practice, practice > Even a little bit makes a big difference 50
- 51. Ethics Differentiate between beliefs, perceptions and opinions Registered Dietitian = Science-Based Information 51
- 52. Drive impact through authentic, compelling stories Move beyond talking. Create compelling stories and content that people feel compelled to share. Identify voices and channels that surround your audience. Build influencer networks who can mobilize on your behalf Identify others who can help share your message and be an advocate in good times and in bad; when and before you need them. Insulate from current and emerging issues Be on top of “what’s now’ but also ahead of what’s next. Establish an identity that demonstrates your value Walk your talk with a narrative that resonates internally and externally. Align with partners who share your values. Takeaway Promote Protect 52