Lobby and Negotiation

Technique
by Jessica Carla, M.M. I @carlacissima
The Advantage & Power
of A Storytelling
Session 7
 How to introduce yourself

https://www.youtube.com/watch?v=lEYMLXEQeBk

Lobby & Negotiation Technique by Jessica Carla (2020)

 Wisdom, Wonder and Delight

• Data based approaches help us influence hearts and

minds. They can invoke desired response. But
intangibles, like wisdom, wonder and delight will
always move people in ways that can never be
quantified.

• For a brand to convene people and create lasting

influence, it needs to tell stories. Same to an agency
who wants to influence its clients or partners.

Lobby & Negotiation Technique by Jessica Carla (2020)

 Why stories?
• A story can put our whole brain to work, so we are more engaged.

• An emotional story releases dopamine that makes it easier to remember accurately.

• A story is the only way to activate parts in the brain that enables a listener to turn the
story into his/her own idea and experience.

Good stories nudge people to:

PAY ATTENTION, EMPATHIZE, and COOPERATE.

DESIRED-RESPONSE

Lobby & Negotiation Technique by Jessica Carla (2020)

 Storytelling in lobby and negotiation

• Creativity and creative content requires the power of human storytelling. This skill is needed when
someone doing a lobby or negotiation. What makes a good storyteller?

1. Ability to tailor the story for the situation and medium

2. Knowing when to speak

3. Preparing obsessively while remaining flexibility

4. Knowledge of audience

5. Conviction

6. Generosity and seeking for empowerment

Lobby & Negotiation Technique by Jessica Carla (2020)

 Narratives: velocity & relevance

In the age of the educated consumer, we have never solved, we are always solving = solving for
distribution. In the age of the educated consumer, velocity (and not speed) is imperative to move
forward without all the answer: Am I creating fast enough to shape the narrative rather than following it?

To keep up with the smart and educated clients, agencies needs to maintain velocity and become
radically relevant.

Ways to tell your story or presentation: Atomize, Serialize, Magnetize.

Lobby & Negotiation Technique by Jessica Carla (2020)

 Atomize, serialize or magnetize

• Atomization is a metaphor for one distribution strategy great storytellers can employ to get their
essential story out into the world in a way that permeates the media landscape. It is “the process of
breaking down a narrative into individual pieces to widen reach and deepen the breadth of
storytelling.” As a strategy, atomization creates content that is capable of drifting into the web’s many
small communities and mobilizing them in pursuit of your brand.

• Serialization is the art of targeting audiences with the same message repeatedly but in a way that still
feels fresh. To be effective, you must have a clear sense of what it stands for. But to capture attention,
brands must always be saying something new. Serialization is what stories look like when they
become regular parts of our lives. As a vehicle for the dissemination of brands, serialization is
invaluable.

Lobby & Negotiation Technique by Jessica Carla (2020)

 Atomize, serialize or magnetize

• When users gather around a piece of content and then activate together for a common purpose, it is
called magnetization. Magnetization is a natural, loosely suggested response, not one directly
suggested by any messages in the content. Magnetization is one of the key differences between
traditional advertising or public relations and content marketing.

• Both can spur groups of people to action, but only content marketing creates communities that can
be mobilized more than once and, much more important, that mobilize themselves. With every piece
of story you release into the world, you create another convening point for potential action.

Lobby & Negotiation Technique by Jessica Carla (2020)

 How to sell anything to anyone anytime

https://www.youtube.com/watch?v=E6Csz_hvXzw

Lobby & Negotiation Technique by Jessica Carla (2020)

 Interactive discussion: BATNA

• Case 1: Client (brand: TBC) wants to hire you to help them with their marketing decision making. They
ask for a consumer analysis in just 3 days – where it is a really short and minimum working duration.
You need to fulfil and impress the Client to be hired.

• Case 2: An Account Director discovers that the Creative Director is not well-performed for the last 2
working months. Her first attempt to negotiate with the agency COO to rotate the Creative Director or
to have some actions for the issue, but the COO refuses to do it because that Creative Director is the
Client’s brother.

• Discussion will be around “How Agency establishing and implementing BATNA?”.

Lobby & Negotiation Technique by Jessica Carla (2020)

 Task 2 (Weight: 10%)

• Analyse a YouTuber figure you think has a great power in negotiation and storytelling tin order to influence the
audience to do whatever delivered in the contents. Deliverables:

• Provide the YouTube profile and the audience persona (demographic, influence, challenge and
preference). Score: 10

• Why that figure? Connect and elaborate your answer with 3 concepts learnt in session 1-7. Score: 60

• Provide 2 content examples of those great power to negotiate. Score: 30

• This is an individual task with submission: before the session 9 started, upload your report to EMAS with
subject / file name: LNT(space)T2(space)NPM.

• Make your report in word format max. 3 pages of A4 with Arial 11 pt, spacing at 1.5, normal margin (counted
for words only, excluding any picture / graphic / other element).

Lobby & Negotiation Technique by Jessica Carla (2020)