Telling Your Story – Year of Food and Drink Workshop – Dundee

Telling Your Story – Year of Food and Drink Workshop – Dundee
Event on 2015-04-30 09:15:00


The Year of Food and Drink provides a perfect opportunity to shine the light on the people behind the products and what makes Scotland a Land of Food and Drink.

Authenticity is a real buzzword just now, with the public yearning for human stories about the farmers, fishers, growers, breeders and all those involved in bringing good food to the table.

This expert workshop is designed to give food and drink companies key skills to help them bring their own, unique story to life and, crucially, how to communicate this story to their target audience.

Don’t miss this fantastic opportunity to get involved with the Year of Food and Drink and learn powerful tools for long-term business success.


09.15hrs – 16.15hrs


Scotland's food and drink businesses are blessed with stories of fantastic natural produce, stunning landscape, inspiring people and fascinating history. But how well are you telling these stories? Are they really hitting the target?

In this special workshop for Scotland Food & Drink, business storytellers Stuart Delves and Jamie Jauncey look at how we can find the stories that make powerful emotional connections with people – the stories that build brands, inspire customers and engage staff.

The workshop will be fully hands-on, featuring a mixture of enjoyable, practical storytelling and story finding exercises and discussion. Topics covered will include:

  • What is a story? The difference between a story and a case study
  • How do stories work? A little bit of science, a lot of magic
  • Where do we find stories? Some tricks of the story-gathering trade
  • How do we tell them? Different ways of presenting stories
  • Who do we tell them to? Different audiences need different kinds of story

You will leave the workshop with at least one new story that you can tell about your business or product, plus ideas about how to present it.


You’ve learned how to weave that storytelling magic; now use it to raise brand awareness, inspire consumer loyalty and drive sales.

3×1 Public Relations is Scotland’s leading public relations and public affairs consultancy, turning client stories into social media buzz, positive press coverage and engaged stakeholders.

Award-winning consumer consultant Katrine Pearson and media training expert and BBC broadcaster Charlie Mann will guide you through the media maze and help you understand the value and impact of integrated PR campaigns which combine traditional and digital platforms. From identifying your target media through to creating vibrant social media and video content that bring your brand story to life, 3×1 will share expert guidance and insights.

And what if things go wrong? Planning is everything – media training and a solid crisis comms plan should underpin every PR strategy. This session will also give you practical advice and must-dos to ensure that you are prepared come rain or shine.

All attendees will receive a free copy of 3×1's Media Guideline factsheet.

3×1’s expert food and drink team have developed campaigns for clients including Highland Spring, Baxters, Seafish, Diageo, Garner’s, Lees, Scotland Food & Drink and Scottish Food & Drink Fortnight. The team’s work for Highland Spring and Garner’s has scooped the best consumer campaign in Scotland at the CIPR PRide Awards for the past three years along with best digital and use of social media in 2012 and 2104.


  • Cost: £25 + VAT per person
  • As places are limited, only one representative per company is able to attend
  • Deadline for bookings: Wednesday 22nd April
  • Please contact Fiona Richmond, Project Manager, on email 0131 335 0947 if you have any questions

at Doubletree by Hilton
Kingsway West
Dundee, United Kingdom

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