The five audience motivators | Michael Melling | StratOak
Author name
How a great concept used by journalists to tell compelling stories can apply to your storytelling too
The Poynter Institute in Florida is one of the world’s best training and development centers for journalists. One of its oustanding faculty members, Al Tompkins, created the concept of the "five motivators" for engaging audiences with stories. So, what motivates an audience to engage?
- Money
- Family
- Health
- Community
- Safety
Storytellers are encouraged to tie their content back to one of the motivators as a way to drive audience interest. For example, if you’re launching a new product, highlight the money it saves a customer and the time it frees them to spend on other things like their family. This is also a good way to look at key messages – why would the audience care?
Common issues ahead of important communication opportunities: 1. You don’t have a clear key message If someone asks you: “What’s the one thing you want listeners to remember?” and you can’t answer in 15-30 seconds, you’re not ready. 2. You’ve memorized talking points, but can’t explain them naturally If you’re focused on memorizing scripts and key phrases, you’re more likely to struggle if you forget or get taken off track. You need the confidence to trust yourself in the conversation. 3. You don’t have a strategy for responding to tough questions If you’re planning to wing it, that’s a problem. You need to anticipate the tough questions and practice bridging to your key message – naturally and authentically. Strategy and structure are key building blocks of confidence going into any important communication opportunity. You must know the point you want to get across, know how to keep on track, and have the confidence to respond authentically in the moment.
Preparing for an interview | Michael Melling
Signs you should be investing in training and coaching before there’s a problem: 1. Your leaders are becoming more visible If leaders are starting to do more interviews, podcasts, team town halls, or conference appearances, the stakes increase. A media trainer can help them communicate clearly, stay on message, and handle difficult questions effectively. 2. You're entering a high-stakes moment Product launches, mergers, major announcements, regulatory scrutiny, crises, layoffs, or rapid growth often attract media and internal attention. It's easier to prepare before the spotlight arrives than to learn under pressure. 3. Interviews and communication opportunities aren't producing the results you want If leaders ramble, get quoted out of context, struggle with tough questions, or fail to communicate key messages, outside coaching can identify blind spots and support leaders in becoming better communicators. In hiring a media and key message trainer, many organizations wait until there's a problem. The strongest communicators often receive training before they need it, so they're prepared when a major opportunity—or challenge—appears. Communication training is leadership training.
