For any hard-pressed comms person in the public or third sector who just needs a bit of inspiration, handy learning or fascinating facts (there really is a New Fave Fact section). Campaign and creative inspiration you can steal. Storytelling and comms tips and insight to pass off as your own.
Death to storytelling?
Praise the lore - storytelling takes a new shapeFirst I winced. By the end I was punching the air in agreement When this LinkedIn post went semi-viral last week, I was ready to jack it all in and retrain as a dentist (always fancied it for some reason). Death to Storytelling is not the sort of headline you need to see when much of your work revolves around the subject. But as with everything, times change and things evolve. Lore has become the new buzzword around storytelling - from Taylor to TikTok, (over?)sharing personal history has gone mainstream. The crux of the argument in the LinkedIn post was stories have endings. Lore is ongoing. It's world-building. It's authentic connection. You could argue it's brand in a different coat but the key word here is 'authentic'. And if you're a regular, I argued hard about the overuse of 'authentic' last time out. Lore is us being unapologetically us. Embracing our quirks, our past, our culture. THAT'S what authentic looks like. Just don't call it a story. USE THIS: content and campaign ideasCountdowns are great hooks for content to grab people's attention and keep them watching to the end. This ad from an insurance company (I know!) is a great example - I mean, if you can keep people watching an ad about insurance... (Get this type of creative and content inspiration first on the Creative Catch of the Day WhatsApp channel.) STORYTELLING: narrative debt - new Story Board tipSo how do hooks like this one above work ?👆 It's all about keeping people guessing and wanting more - find our more with the Story Board. Catch up on all the storytelling shorts on the Turn The Page YouTube Channel. CO-CREATION: free new resources The fine folk at digital engagement specialists Orlo have shared some excellent free resources, explaining the importance of co-creation and then a guide on how to do it. And there's a free webinar on March 19 on it featuring Manchester City Council to boot! COMMS REALITY: the effort behind the outputI really enjoyed this post from West Yorkshire Fire's Oly Woodcock, perfectly capturing the vast array of unseen and under-appreciated skills that go into producing a piece of content. Sweating the small stuff for a great end result, even if it doesn't always get the recognition it merits. HUMAN STORIES: Winter Olympics athletes lead the way I'm a bit gutted the Winter Olympics has finished. Every four years you become transfixed by sports you don't know the slightest bit about. Anyway, an interesting trend emerging from the comms side of things was the receding influence of big brand and sponsorship saturation to athlete-led human storytelling. Or maybe we should call it Olympic lore? TRAINING: last bit of budget burning a hole? I had a great time working with a fire team last week on their campaign planning and playing Comms Countdown! And I'm really looking forward to helping a charity sharpen up their messaging before heading to the West Country to share storytelling insight too. If you need to get that last bit of 2025-26 budget spent before it gets nicked off you, give me a shout. ABOUT USTurn The Page is a story-led communications consultancy, using the power of stories to create memorable, measurable campaigns, strategies and narratives. Campaigns and comms led by stories are measurably more successful and improve engagement and trust.
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The Page Turner - creative comms and storytelling gold
For any hard-pressed comms person in the public or third sector who just needs a bit of inspiration, handy learning or fascinating facts (there really is a New Fave Fact section). Campaign and creative inspiration you can steal. Storytelling and comms tips and insight to pass off as your own.
'Trusted voices on social media open closed doors' How's your campaign or project going? Feel like you're knocking on a brick wall? Maybe it's time to look at who's doing the knocking (not that sort, mucky mind). The Edelman Trust Barometer is a report that emerges at the start of each year to largely tell us we don't really trust politicians and billionaires - who knew? But beyond the headlines, there can be some interesting nuance and the headline above 👆 was one of the more interesting...
Did Brooklyn-gate help us see through 'authentic'? Before last week, I knew very little about Brooklyn Beckham, other than why he's called Brooklyn (which is a bit weird now I think about it). So the chances of this being a psuedo-gossip column hot take on the family feud are nil. But the whole drama surfaced a question that had been troubling me anyway: what 'authentic' really means now. This piece on the Beckhams fallout highlighted how 'authentic' has now become a comms commodity in its...
Your 2026 superpower? Not to speak like AI Happy New Year - how's 2026 treating you so far? If you escaped a broken-down car, a trip to hospital and snow on the first day back, then you're already doing better than me. So, what does the second quarter of the millenium hold then? Of all the guides to 2026, seeing talking like a human being described as a "linguistic superpower" really did feel like we'd stepped through the looking glass. We talk about sounding human in comms all the time - but...