EXERCISE 1: Crafting the narrative – identifying your news piece

+ Think of an important event, development, piece of information, campaign, etc. that is

happening in your department or in DHSUD that you want the reading or online public to know
about.

+ Identify that piece of news: said event, what started or triggered it, its objectives, its current
and future effects, any time frame, its importance to your target public.

EXERCISE 1: Developing the narrative

1) Who is your audience? If you already have an audience or market profile, which segment or
demographic do you want to reach?

2) What is their problem, situation, or challenge that you can address/solve?

3) What makes your product, offering, solution unique above the competition?

4) What is the one thing that you want your audience to remember after reading your piece? Their
takeaway? Their call to action?

EXERCISE 1: Connecting your news with the answers to create your narrative

FORMAT:

1) Who do you serve?

2) What is your objective/vision for those you serve, what is the greater good you want to
accomplish?

3) How does your piece of news help #2?

4) How does your piece of news serve your target public?

5) Look at slides 5-6 for examples

EXERCISE 2: Identifying the elements of your storytelling

+ Identify your news item (from Exercise #1)

+ State your narrative.

+ Identify the emotional connection in #1 and #2

EXERCISE 2: Identifying the elements of your storytelling

+ Identify possible testimonials. How can they support your storytelling?

+ Identify your resource persons. How can they bring gravitas and authority to your PR?

+ Do you have facts, figures, data, that can bring authenticity and credibility to your piece?

+ Aside from your audience, who else does your story impact? Communities? Industries? The
country
THE MESSAGE HOUSE – THE COMM FRAMEWORK OF YOUR PR

+ You formalize your message through the message house AFTER you established your narrative
and discovered the elements of your storytelling

+ If the PR piece is the body, the Narrative is the soul, the Storytelling is the personality, the
Message House is the life and its purpose

+ The Message House reinforces the message and narrative you want to say, and acts as a guide
when you write your PR.

+ It makes sure you don’t miss out on any of these communication points once you start writing
the PR.