This is the presentation we shared in our preconference session on storytelling at the National Association of Workforce Boards (NAWB) Annual Forum 2010.

1. Make
it
Ma(er.
Tell
great
stories.
Kris1n
Wolff
(CSW)
Melodee
Hagensen
(CSW)
Sharon
Parry
(RWS)
http://www.flickr.com/photos/goddessofrockandroll/3273189855/

2. Storytelling basics
Break
Engaging (L)EOs

3. Why?

5. There have been great societies
that did not have the wheel, but
there have been no societies
where people did not tell
stories.
-Ursula LeGuin

6. http://www.flickr.com/photos/oreilly/6739579/

7. http://www.flickr.com/photos/caninest/4395380130/

11. The truth is more important
than the facts.
-Frank Lloyd Wright

12. Why here and
now?

16. WIBs, programs,
policy-makers are
doing good work.
Photo credit: Flickr friend iscg http://www.flickr.com/photos/88158121@N00/2905760814/in/set-72157607641553198/

17. Leadership
Policy
Program Engagement

18. Results?

19. Is that it?
With whom do you share what? How?

20. Andy Goodman Speaks the Truth

21. There’s a
better way.

22. 1. Use story structure
2. Build a (social) library
3. Share & Tell (stories)

23. Building blocks of story

24. 21% of out-of school
youth were unable to
obtain employment
the second quarter
after completion.

25. 21% of out-of school
youth were unable to
obtain employment
the second quarter
after completion.

26. 1 in 5 young people
can’t find jobs, so
we’re ….
And it’s changing…
You could help by…

28. Build a (social)
library.
Flickr (home, Michigan)
YouTube (youth, contest, SDWP)
Facebook (DOL, “the couv”)
Wikis (wearemedia, wearemedia for NAWB)
Twitter (workforce)

29. Experts

30. Community
engagement
matters.
Stories
engage.
Photo credit: Flickr friend Ian Sane http://www.flickr.com/photos/31246066@N04/4350033809/

31. “Be ruthless.”

32. Thank you!
900 Victors Way, Suite 350
Ann Arbor, MI 48108
734.769.2900
www.skilledwork.org
kwolff@skilledwork.org (@kristinwolff, @skilledwork_org)
mhagensen@skilledwork.org (@melodeekay)

33. Break

34. EFFECTIVE ADVOCACY -
WORKING WITH ELECTED
OFFICIALS AND OTHERS
-Sharon Parry, Real WorkForce Solutions

35. KNOW YOUR AUDIENCE
 What is his/her position on workforce issues?
 What are his/her hot button issues? Can these be
tied to workforce?
 What
local workforce issues could be of particular
importance to him/her?
 Whatis the relationship with his/her political
party?
 Who are his/her key staffers on workforce issues?

36. GATHER FACTS AND DATA
 Make
sure your information is relevant to your
audience’s interests.
 Number of individuals and/or businesses helped.
 Average wage rate of placements.
 Special characteristics/demographics of individuals/
businesses assisted.
 Human interest angle.
 Type(s) of funding used and approximate dollar
amount invested.
 Benefits to individuals/businesses/community at
large.
 Reviewinformation with a third party to check
for problems/issues.

37. PRESENT YOUR STORY
 Secure an introduction
 Issue an invitation (and play the waiting game)
 Include others
 Tell your story – succinctly!
 Provide collateral materials
 Make a request (if applicable)
 Follow up and say “Thank You”

38. TIPS FOR THANK YOU NOTES
 Open with a direct thank you.
 Reference your organization’s name.
 Discuss your meeting – its importance/
significance.
 Re-emphasize key points, successes, or needs.

39. BUILD A WORKING RELATIONSHIP
 Follow his/her work
 Website
 News stories
 Meetings with staffers
 Makeyour organization the “go-to” place for
workforce information
 Brochures
 Program results
 Rapid Response updates
 Special Events
 Labor Market Information
 Newsletters / Annual Reports / Meetings
 Press Releases

40. STANDARD PRESS RELEASE FORMAT

41. PRESS RELEASE DISTRIBUTION
 Elected Officials
 Newspapers
 Radio stations
 Television stations
 Local blogs
 Facebook page
 Schools and training institutions, as applicable

42. TIPS FOR WORKING WITH THE PRESS
 Less is more. Provide key information only. Providing too many statistics or details
may result in an inaccurate or confusing story.
 Watch your mouth. Only say things that you would like to see printed in the newspaper
or reported on the evening news. Don’t get too casual during interviews!
 Nothing is off the record. Reporters jump at the chance to get a scoop. Do not provide
“off the record” information – even if you are promised anonymity.
 Reporters are not your friends. Their job is to report the news. If it is bad, they will not
fall on their swords to try and protect you.
 Bad news is sexier than good news. Don’t get dismayed if your story doesn’t make the
cut. It’s difficult to compete with all the bad news that’s going on out there.
 Slow news days are good news days. Speak with a reporter about your organization and
the services you provide. Invite them for a tour. Ask them to keep your organization in
mind when they have a slow news day and need something to report.
 Make news happen. Pitch a story to a reporter, i.e. human interest (former steelworker
becomes a nurse), healthcare (how health insurance impacts a customer’s job decision),
foreign trade (jobs that have gone overseas in the past five years), or immigration (ongoing,
unfilled job openings). Be sure to fully think through your idea – including any potential
downsides – before you offer story suggestion.

43. CONCLUSION
 Tobe truly effective, advocacy efforts must
include:
 Broad base of support
 Working relationships built over time
 Mutual trust
 Ongoing communication
 Relevancy for your audience

44. Sharon Parry
402 Golden Bear Drive, Austin, TX 78738
(330) 284-2601
sharon@sharonparry.com www.realworkforce.com