Aligning Content to Connect the Business
While new technologies continue to captivate, the fundamentals of good storytelling that’s aligned with the business always prevail.
Attendees at IABC’s 2012 Southern Region Conference were told that mastering the message first is essential to all communications – no matter what the media.
Austin IABC member Ed Lallo, founder and CEO of Newsroom Ink, and Springfield Lewis, vice president of communications, put on a well-attended session on strategic storytelling. They showed how to tell an organization’s story well by mapping content to the corporate agenda.
Communicators agree credible that content is king. The Newsroom Ink team defined a clear path for communications functions to become content engines that drive business.
“That’s what Newsroom Ink does,” said Lallo. “We create, curate and communicate content to tell an organization’s unique story to its many audiences.”
“I enjoyed the session,” said Audraine Jackson, vice president of growth and development for IABC Southern Region, and owner of Atlanta’s Jackson Communications. “I was not planning to attend your session. I am glad I changed my mind.
Lewis explained the power of mapping content is that it lets the business repurpose paid, owned and earned media – reaching wider audiences and extending shelf life.
At the IABC Southern Region Conference, Lallo and Lewis joined other communications thought leaders that included: Tim McCleary of The Involvement Practice; Tammie Epps and Tim Floyd, Palmetto Health; and Cynthia Martinez, Royal Caribbean Cruises.
“I think the newsroom concept is brilliant, and the format highly accessible,” said Susan Burnell of Houston’s Imagination Ink. “From a writer’s standpoint, I wish every company and organization used it.”
Afterward, the region’s audience survey gave Lallo and Lewis high marks for their well-structured talk, including:
- “I got more out of the Newsroom session than any other session at the conference.”
- “Great information and examples! Affirmation of things we’re doing & new angles we can implement.”
- “Solid, informative & useful case studies. Informative, actionable information –great session!”
Vicki Voelker, of New Orleans’ Gambel PR, later wrote: “By far, I found your session to be the most innovative and inspiring, and gave me many ideas to bring back to the office.”