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.
The best headlines ever written
'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 findings this year. It found people's perception of an organisation can be completely changed if they're endorsed by someone they trust i.e an influencer. This was backed up in the 2026 report by Social For Good, which highlighted the power of micro-influencers as "community gatekeepers", content creators who already have people's trust and attention. We've talked about trusted voices and storytellers in the newsletter before, but never have it been more important to find those authentic, relatable people and use them to open the doors that are stuck shut. USE THIS: content and campaign ideasI just love storytelling campaigns that manage to tell a story with the most minimal of copy and these recent ads from Spotify and Persil are great examples. I shared a few more micro-story campaigns and examples in this blog.​ (Get this type of creative and content inspiration first on the Creative Catch of the Day WhatsApp channel.) ​STORYTELLING: two simple questions - new Story Board tip​How do we make sure we grab people's attention and keep them hooked on our stories? It's all about two simple questions. Catch up on all the storytelling shorts on the Turn The Page YouTube Channel. ​SOCIAL: X algorithm shared​Elon Musk surprisingly decided to share the actual algorithmic equation that dictates what you see in X. A like is worth 0.5 points. A reply: 13.5. But if your reply sparks the author to reply back, effectively an argument, then that's a whopping 75 points. This Times column deep dives on where that leads us. ​MEDIA: the best headlines of all time​My social media timeline reminded me of the greatest headline of all time (IMHO) last week. So when I posted it to LinkedIn it prompted a feverish debate and attracted lots of other worthy contenders. SOCIAL: webinar catch-up - Is Organic Social Dead?In case you missed it, this was a great webinar featuring commentary from the brains behind THAT viral Harry Styles NHS post and award-winning social gurus Manchester City Council. LOCAL GOV: Future Comms launchIt was great to see so many comms folk out for the launch of LGcomms's Future Comms programme at Lambeth Town Hall. Ealing Council are definitely making waves with their social at the moment, so it was a pleasure to team up with James Bird, one of the people making it happen, to talk about storytelling.
ABOUT US​Turn 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.
The underrated art of acknowledgement My brother does nature conservation. No real reason for you to know or care about that, but he does. What I'd completely forgotten about was how a letter from Sir David Attenborough had played a large part in that, until he was recounting the story around the great man's 100th birthday celebrations a few weeks ago. When he was 12, Paul sent him a letter about reptiles he was rescuing near our house (our shared bedroom was always full of snakes and lizard...
They don't teach you that at college No matter what type of comms qualification or experience you have, some things you just can't train for. You may have either got along to the UnAwards Masterclass event in Birmingham (well done if you bagged a ticket) or been able to join the online webinar last week. And, as always, it was brilliant to hear the stories behind the award-winning work - how it was planned, created and executed. (By the way, one of the top comms hacks out there is the Comms...
Sell the benefits, not the features It's always there. Everyone knows it. But no-one says it. I've just finished a messaging refresh with a national charity. It covered a really important initiative for them, one they wanted employers to jump on board with. On the surface, there was nothing hugely wrong with what already existed. But then I put on the glasses of the intended audience, which always helps to reveal the most important factor - will they care? There was plenty in there about what...