From Insights to Impact: How to Tell Brand Stories in News, Marketing, & Online
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Do you have a story about your business or cause? We can help you share it! Join us this summer at Champaign Public Library for this four-part series 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, From Insights to Impact 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.
Part 1 (July 9): Building Your Media Blueprint-Build a Press Kit for Targeted Journalists
https://champaign.org/event/from-insights-to-impact-13613697
Part 2 (July 16): Designing a Story-Driven Communications Strategy
https://champaign.org/event/from-insights-to-impact-13613847
Part 3 (July 23): Campaigns That Convert-Executing Your Media Rollout
https://champaign.org/event/from-insights-to-impact-13614058
Part 4 (July 30): From Metrics to Movement-Using Data to Champion Your Story
https://champaign.org/event/from-insights-to-impact-13614191
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.
For all events at the library: https://champaign.org/events
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, From Insights to Impact 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.
Part 1 (July 9): Building Your Media Blueprint-Build a Press Kit for Targeted Journalists
https://champaign.org/event/from-insights-to-impact-13613697
Part 2 (July 16): Designing a Story-Driven Communications Strategy
https://champaign.org/event/from-insights-to-impact-13613847
Part 3 (July 23): Campaigns That Convert-Executing Your Media Rollout
https://champaign.org/event/from-insights-to-impact-13614058
Part 4 (July 30): From Metrics to Movement-Using Data to Champion Your Story
https://champaign.org/event/from-insights-to-impact-13614191
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.
For all events at the library: https://champaign.org/events
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