Story-telling examples

Summary brochures

The summary brochure is a valuable asset for any announcement, particularly when trying to distil a detailed report or when there is a need to bring together the different elements of an initiative. Brochures provide a quick and lasting narrative about your initiative, which can be distributed online or in print.

Summary brochures should generally include interesting non-text aids, such as easy-to-understand charts, maps, photos and infographics. 


StoryPower's founder Mark Skelsey has project managed many summary brochures, including the ones in this panel.


Animations tell your story in an eye-catching way, again distilling sometimes complicated funding or policy matters into bite-sized information.

Every good animation starts with clear messaging and a great script, which has a clear eye towards how figures and facts can be visualised.


StoryPower's founder Mark Skelsey has project managed the animations to the left.


Videos have the potential to inspire and interest people and build trust in your service offer.

In particular, they allow the audience to connect with locations and interview subjects - arguably more so than any other communications medium.

To the right are some of the videos StoryPower's founder Mark Skelsey has directed.


Fact sheets

Fact sheets are very important to build trust in a product.

Fact sheets can be used to clearly explain why an initative is being undertaken.

They can address difficult issue and technical matters in plain English. They can also incorporate infographics to introduce complementary statistics.

StoryPower's founder Mark Skelsey has written dozens of fact sheets during his career.

Blogs and opinion pieces
Blogs and opinion pieces

Opinion pieces and blogs, if well written, have the potential to raise your profile and reputation.

Social media channels, particularly Linkedin, are a useful platform to publish these pieces. 

Depending on the nature of your organisation, these pieces are likely to generate leads and at the same time position your organisation as a thought leader.

I have written many of these pieces during my career as a journalist and private and public sector communications professional. 

This includes some pieces written for the Huffington Post in early 2017.


Infographics are a fantastic way to get your message across, especially on social media.

They can distill complex subjects into visual snapshots. Infographics can be used for a range of purposes, including promoting a new service or industry, assisting with community engagement or managing a contentious issue.

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