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Cutting Through the Noise: Storytelling for Startups

Tri-Luminary, Inc.

Wednesday, January 17, 2018 from 9:00 AM to 4:00 PM (EST)

Cutting Through the Noise: Storytelling for Startups

Registration Information

Registration Type Sales End Price Fee Quantity
Regular Jan 17, 2018 $150.00 $0.00

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Event Details

The story you present about your startup is all-important to your success. And the more limited your resources are, the more important it is that you get it right the first time. If not, your story will not be able to cut through the noise of today's media landscape.

This is a workshop targeted at any startup that understands the value of PR and marketing, but whose time and budget do not allow for any detours. Naturally, a lot of startups tend to focus more on the work itself than how to communicate it. 

The workshop helps you identify the shortest possible route between you and the people you want to reach – whether they are journalists and editors, members of the public, or possible business partners and sponsors.

Thus, it significantly increases your chances of cutting through the noise – and actually being heard.

When the workshop is over, you will leave with:

  • A unique and inspiring story about your startup

  • An overall plan for how to communicate it to the most important target audiences

The workshop consists of two main parts:

  • Defining the most effective story

    • Presentation:
      An introduction to the craft of storytelling in the context of PR and marketing. You will learn how to:

      • Pick the elements that make up the most effective and relevant story, while also ensuring that you don't oversell your story

      • Tap into the concerns of your audience and, if possible, society at large

      • Balance your personal passion with the professional approach that ensures your audience will both be excited by your story and take it seriously

    • Exercise:
      Based on what you've just heard in the presentation, you will face the exciting challenge of writing the story about your own startup.

    • Discussion:
      Your story, as well as those written by the other workshop participants, will be analyzed and developed further through group discussion. 

  • Communicating the story

    • Presentation:
      Once you have your story down, it's all about communicating it to the right people. There are many ways to go about this, including the following – all of which will be discussed in the presentation:

      • Traditional PR

      • Social media

      • Your own website

      • Professional networks

      • Opinion pieces

      • Events

      • Advertising

    • Exercise:
      In this exercise, you will create an overall communications plan that maps out the most important people to target and the most effective channels to reach them through.

    • Discussion:
      Your plan, as well as the plans of the other participants, will be analyzed and developed further through group discussion.



  • 7 hours (9am-12pm and 1-4pm with a lunch hour in between)

  • Lunch, snacks and drinks are included

Mikkel Elbech

About the instructor:

Mikkel Elbech is the owner of Toro Town Storyworks. Originating from Denmark, a country with an inherent affinity for storytelling, he has worked for over seven years as the Senior Copywriter at Have Communications – one of Scandinavia’s leading PR and communications agencies.

Here, he has helped develop narratives for a wide array of clients such as small businesses, national institutions, cultural events, NGOs and municipalities.

In 2016, Mikkel relocated to Durham, North Carolina, and founded Toro Town Storyworks – a one-stop shop for all kinds of storytelling. Beyond copywriting, Mikkel works with photography, videos and consulting, as well as all kinds of digital and social media platforms.

Have questions about Cutting Through the Noise: Storytelling for Startups? Contact Tri-Luminary, Inc.

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When & Where

American Underground (@Main)
201 West Main Street
AU Training Room, 2nd floor
Durham, NC 27701

Wednesday, January 17, 2018 from 9:00 AM to 4:00 PM (EST)

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Tri-Luminary, Inc.

Tri-Luminary Training

Tri-Luminary, Inc. has three divisions: Designing; Marketing; and Training. The last one connects experts in fields like communiucations, storytelling, art and entertainment technology, with students and professionals who want to brush up on skills, learn a new way of doing something, or cross-train on a new discipline. We curate, promote and facilitate these learning experiences. Think of us as a speaker bureau, a connector of experts to learners, or a facilitator of wisdom transfer.

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Cutting Through the Noise: Storytelling for Startups
Things to do in Durham, NC Class Business

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