How strategic storytelling drives member trust and retention скачать в хорошем качестве

How strategic storytelling drives member trust and retention

Lesley Sillaman is a highly respected voice in PR, communications and storytelling for member-driven organisations. As Managing Director of leading global comms agency, Havas Red, Lesley brings a deep understanding of how organisations can cut through noise, build trust and communicate value in an increasingly fragmented media landscape. In this conversation, Lesley explores how the role of PR has evolved beyond traditional earned media, why credibility and third-party trust matter more than ever for member organisations, and how storytelling must adapt across generations, channels and attention spans. She shares practical insights on “one story, many shapes”, the role of video and emerging media such as podcasts and Substack, and how AI can support -but not replace – strategic communications expertise. This video is essential viewing for leaders, communicators and strategists in member-led, professional and purpose-driven organisations looking to strengthen engagement, articulate their value proposition, and reach diverse audiences without losing clarity or authenticity.