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From Insights to Impact
How to Tell Brand Stories in News, Marketing, and Online
Do you have a story about your business or cause? We can help you share it! This four-part series teaches you how to use storytelling to connect with your community, build trust, and grow your reach.
Part 2: Designing a Story-Driven Communications Strategy
In this session, attendees will learn how to craft a comprehensive communications strategy that turns raw data and brand goals into compelling narratives. We'll cover how to align storytelling with your brand's mission, identify key messaging pillars, and tailor content for different platforms and audiences. We will explore to how to use news hooks, cultural moments, and community insights to shape stories that resonate across media, marketing, and digital spaces.
By the end of the session, attendees will have a working strategy that connects the dots between their brand, their story, and their audience.
No registration required; bring your lunch and your questions!
Course Overview: From Insights to Impact – How to Tell Brand Stories in News, Marketing, and Online
From Insights to Impact is a four-part course designed to help creatives, entrepreneurs, and communications professionals transform raw data and brand insights into powerful, resonant stories. From securing media coverage to crafting digital campaigns, this course provides a step-by-step roadmap for sharing your brand story across press, marketing, and online platforms. Each session builds toward a complete storytelling strategy—starting with the tactical work of building press lists and scheduling interviews, and ending with the strategic use of data to refine your message and maximize impact. Whether you’re promoting a product, a nonprofit, or a personal brand, Data to Drama equips you with the tools to be both the author and the amplifier of your story.
You’ll learn:
● The Steps of Research and Development for Storytelling and Public Engagement in Public Relations, Marketing and Advertising
● Accessible Technology/AI Tools to Plan, Create, Organize and Share Content for Television, Radio, Print, and Online Media Sources
● Using Public Relations and social media platforms to interpret data and manage relationships in real life and online.
About the presenter: Shannon McFarland is a publicist, investor, and inherent board member raised in central Illinois. A graduate of Urbana High School (c/o '05), Shannon is a seasoned communications professional with editorial experience across STEM, venture capital, sports, and Black classical music in major US markets. Upon graduating from Urbana High, Shannon played and coached volleyball at Clark Atlanta University in Atlanta, GA and received her masters in Recreation and Sport Management from Florida International University in Miami, FL, while working for the 2011-12 NBA Champions Miami Heat. Shannon was inducted into the Urbana Athletic Hall of Fame in 2015, and included in the News-Gazette Best of the Decade 2010-2020.
Starting or growing your business? We can help. champaign.org/launch
Main Library, Robeson Pavilion Room C
The Library is committed to making events accessible for all. To request an Americans with Disabilities Accommodation, please complete this form, or contact us by email at info@champaign.org, by phone at 217/403-2000, or through chat. Learn more about accessibility at the library.
