The Fair Education Alliance is a coalition of over 160 organisations working to end educational inequality. Speak to any of their members, and it’s clear that this is a coalition that really matters to them. That’s why I’ve been delighted to work with the Alliance on several occasions.
The first time I worked with the Alliance, was by providing media training to their co-CEO, Sam Butters. This was ahead of an interview with Sky News.
Straight away, it was very clear that Sam knew her stuff. She was engaging and genuinely passionate about making sure that children from poorer backgrounds were getting the chances in life they deserved. But Sam worried that what she had to say wasn’t immediately clear.
I helped Sam quickly understand the value of storytelling and how she could use some of her actual experiences in schools to better get her message across. At the same time, I offered a series of quick takeaways – including the idea that Sam should imagine herself talking to friends and family who weren’t as familiar with the education sector.
That story-led media training meant that Sam came away from her interview satisfied that she had got her message across to a much wider audience. That training has also helped Sam put stories at the heart of her more recent work too – including presentations, meetings and other news interviews. She later told me that her renewed focus on stories had resulted in much greater feedback from audiences compared to how things were before we worked together.
Helping members communicate their stories
More recently, I was involved in a series of workshops with the Alliance and their members.
I was asked to present a session about the way that organisations can effectively put story at the heart of their brand. By bringing together theory and concrete examples of brands that had successfully put stories at the heart of their work, I developed an interactive session that got people to think about the ways that they should be telling the story of what they do.
And I’m told that I did pretty well too – the session we ran was described the audience as witty and authentic! It was just a shame that Zoom crashed near the end.
To find out more about the Fair Education Alliance, click here.
After Will provided training for me ahead of a media interview, his spark and enthusiasm for stories has played a key role in helping us to put stories at the heart of our work. This has led to much greater emotional buy-in from our audiences.”