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The USBG Professional Communications Series ON DEMAND

By Sheila Rosario posted 10 days ago

  

 

The USBG Professional Communications Series features 11 seminars designed to guide participants into leveraging insights and passion into a meaningful connection. The series  encompasses basic media training and workplace communications coaching, empowering service-industry professionals to better present themselves in person, in writing, or on TV, radio, blogs, etc. These seminars cover leadership narratives and  everyday stories that all hospitality pros need as they interact with clients and peers.

Throughout 2020, these online seminars were offered to chapter leaders and members and each session was recorded. The recordings have been developed into a course that is available for purchase. Members can purchase the full course for $145 or individual sessions for $25 each.

Each session will include the following:

  • Introduction to topic and what to expect
  • Worksheet to help develop your story for that topic
  • Videos with information and examples of how to develop your story for that topic
  • Assignments to encourage your engagement and understanding of the topic

To purchase the full series, click here. Links to purchase individual sessions are provided in the session summaries below. 

 

 

MORE ABOUT OUR PRESENTER: MEGAN FINNERTY 

Megan Finnerty is a journalist and storytelling consultant. Essentially, she’s a professional listener, who likes to talk. It’s complicated. She’s the director of the Storytellers Brand Studio, which curates and hosts live storytelling events for brands and nonprofits. And she’s the founder and director of the Storytellers Project, a series of live storytelling events from the USA TODAY Network in 22 cities and growing.


She’s coached thousands of people to share true, first-person stories. She graduated from Purdue University, and was a news features reporter at The Arizona Republic for 14 years. She feels strongly about feminism, cocktails, and NPR, and prefers a bold lip to a smokey eye.




Session #1: Intro to Story and Audience Analysis Training

OBJECTIVE: Create the habit of focusing on what your audience needs from you, not what you think you need to say or sell.

  • The four steps and thinking habits that enable communicators to understand the most effective ways to talk to their audiences based on the occasion, outcome, and audience identity
  • Use worksheet to quickly map out these key points
  • Replicable every time

OUTCOME: An understanding of how to understand and plan for the emotional and professional needs of your audience.

Click here to purchase
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SESSION #2: Turn Small Talk Into a Big Opportunity

OBJECTIVE: This interactive session roots us in story and uses exercises and examples to draw out participants and establish affinity beyond surface niceties. 

  • Create a 1-minute story about what you do in your organization and how your passion for it makes a difference for your clients
  • Good for groups of 5 to 500
  • Custom worksheet creation

OUTCOME: Develop a brief, scripted story to encourage people to engage further. 

Click here to purchase
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SESSION #3: Origin Story 

OBJECTIVE: To help you tell a story that can be received by a diverse audience in the spirit in which it is intended. The story should convey a value and should have a big idea that the audience can take away. 

OUTCOME: This story can work as the basis for a keynote, inspirational talk, or for a more informal communication moment. 

Click here to purchase
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SESSION #4: Mentorship Story

OBJECTIVE: Craft a brief, workplace-appropriate story about a time someone helped you achieve a goal, overcome a problem, or inspired you.

  • Learn the basic structure of this compelling story
  • Learn when and how to use such a story
  • Create outline
  • Share with others and receive feedback
  • Lay groundwork for understanding for future learning. Understand storytelling theory and importance of self-presentation goals

OUTCOME: This two-to-five-minute story is useful for establishing or affirming workplace culture, and can be used on occasions such as recognition events, celebrations, keynote speeches, etc.

Click here to purchase
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SESSION #5: Making a Difference Story

OBJECTIVE: Narrative about a time you were great at something in a specific way and created meaningful change; or made a big impact in your organization's or community's life. 

  • Learn the basic structure of this compelling story
  • Learn when and how to use such a story
  • Create outline
  • Share with others and receive feedback

OUTCOME: Participants recognize their own stories and how they use them, hear others they can tell or be inspired by, affirm company culture. 

Click here to purchase
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SESSION #6: About This Drink . . .Talking to the Media 

OBJECTIVE: Craft a brief, consumer-facing story about why this drink is right for this occasion/event, holiday, moment, etc. 

  • This story helps you communicate about your skill and craft in a concise, sound-bite friendly way
  • Useful template for blogs, TV appearances, magazine, and newspaper features, etc.
  • Can be used for menu chatter copy as well

OUTCOME: This 1-2-minute story is useful for media appearances as well as written copy for blogs, magazines, newspapers, etc.  

Click here to purchase
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SESSION #7: Who I Am at Work

OBJECTIVE: Craft a brief, workplace appropriate story that makes a point about the kind of person you want your coworkers to see you as. 

  • This story helps shape the workplace narrative about you for those who can't always see your work
  • The stories people tell about us are the stories we tell about ourselves

OUTCOME: This 2-5 minute story is useful for making a case to managers and peers that you're the right person for a certain task, responsibility, promotion, etc.  

Click here to purchase
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SESSION #8: Pro Presentations: Handling Nerves, Appearing Natural

OBJECTIVE: Learn how to handle nerves, lack of prep time, and other discomforts to appear natural on TV, on stage, or in a meeting.

  • Visualization, breathing and physical exercises to help speakers gain control of their emotions and captivate audiences
  • Useful to beginners and seasoned veterans

OUTCOME: Feel confident and comfortable during all appearances on stage, on TV, on radio, or in meetings.

Click here to purchase
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SESSION #9: Persuasive Stories, OR Storytelling for Fun, Profit, and Glory 

OBJECTIVE: You need to persuade someone. You need a bigger budget. You want to crush this RFP. You need to close this deal. This interactive and fast-paced writing and presenting session will refine your ability to compose a story about the strength of your idea in order to get the support you need. 

  • For use in sales and/or business development to unlock budgets or buy-in
  • Match values with your narrative and data to build a compelling case
  • Combine stories with actionable data
  • Works with written, visual, or oral presentations
  • Custom worksheets will come in handy again and again

OUTCOME: Each person will know how to do the research necessary to compose a persuasive narrative - and how to organize their parts, whether in a deck or a speech. 

Click here to purchase
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SESSION #10: Overcoming Obstacles Story

OBJECTIVE: This writing exercise teaches participants how to compose a story about a time they faced bad odds, but accomplished the task or triumphed, and learned a key lesson along the way. 

  • Learn the basic structure of this compelling story
  • Learn when and how to use such a story
  • Create outline
  • Share with others and receive feedback

OUTCOME: This helps managers relate to employees and helps them model successful behavior or mindsets for the employee to follow in solving their ownsolving own problem(s). 

Click here to purchase
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SESSION #11: Brand Connection Narrative

OBJECTIVE: This session is focused on helping you tell a story about your relationship with the business you work for. Understanding the brand narrative and your connection to the values it celebrates is the key to making your presentations memorable at the brand level. 

  • This is not the same as knowing the story of the brand
  • This is about developing YOUR story about the brand
  • Good for groups of 5 to 500
  • Custom training document to be created for trainers
  • Custom worksheet to be created for students

OUTCOME: Develop a set of short narratives and insights that help the audience/guest/customer connect with your passion and insights about the brand.  

Click here to purchase

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The Professional Communications On Demand Series will be available through January 1, 2022.

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