One of the biggest challenges in public sector communications is getting people to care enough to pay attention to what matters. Local governments have important stories to tell — but too often those stories get buried under jargon and process.This interactive session is designed to help PIOs sharpen their multimedia storytelling skills to make readers care about what their agency is doing. Learn how to turn dry updates into compelling, clear, and credible communication through strong headlines, narrative hooks, engaging videos and examples that show rather than say your agency’s impact. Participants will see before-and-after examples of headlines and blurbs as well as videos with a human element. The session will include a discussion of what makes content resonate, apply behind-the-scenes editorial concepts that news stations use to weigh whether to give a story airtime and share insights about what’s worked (or hasn’t) in their own agencies.