Julia Hobsbawn, Chief Executive, Editorial Intelligence

Editorial Intelligence enables people to tell their own stories in a professional way. Here, Julia makes ten key points to ensure you harness the power of your story:

• You must have something to say before you share it
• Selling a message that saves lives is similar in many ways to selling a product
• Stick to your message – know what you’re saying, why and to who
• Who else is saying interesting things in politics, fiction, non-fiction or pop culture? Immerse yourself in these topics broadly, be an expert in other stories in order to amplify your own
• Make your story visual – you cannot communicate effectively without images
• The story is at the heart of your message
• Share your stories – don’t get caught up in feelings of competitiveness. Join others to amplify your voice.
• Tell a story, don’t create one. Keep it simple, be strategic and never be afraid of speaking your mind. Truth and trust matter to people, so don’t engage in partial truths.
• Listen to what your audience is telling you – are they ready for what you’re saying?
• Be flexible and change course if necessity dictates it

Courtesy of Julia Hobsbawn

Julia is London’s first Professor of Public Relations at the London College of Communication, University of the Arts and a consultant to Edelman. A new edition of her acclaimed collection of essays, Where the Truth Lies: Trust & Morality in the Business of PR, Journalism and Communication will be published in September 2010.