• About Us
  • Disclaimer
  • Contact Us
  • Privacy Policy
Wednesday, October 8, 2025
mGrowTech
No Result
View All Result
  • Technology And Software
    • Account Based Marketing
    • Channel Marketing
    • Marketing Automation
      • Al, Analytics and Automation
      • Ad Management
  • Digital Marketing
    • Social Media Management
    • Google Marketing
  • Direct Marketing
    • Brand Management
    • Marketing Attribution and Consulting
  • Mobile Marketing
  • Event Management
  • PR Solutions
  • Technology And Software
    • Account Based Marketing
    • Channel Marketing
    • Marketing Automation
      • Al, Analytics and Automation
      • Ad Management
  • Digital Marketing
    • Social Media Management
    • Google Marketing
  • Direct Marketing
    • Brand Management
    • Marketing Attribution and Consulting
  • Mobile Marketing
  • Event Management
  • PR Solutions
No Result
View All Result
mGrowTech
No Result
View All Result
Home PR Solutions

Member Mondays Recap: Stopping the Scroll With Better Stories

Josh by Josh
September 10, 2025
in PR Solutions
0
Member Mondays Recap: Stopping the Scroll With Better Stories
0
SHARES
0
VIEWS
Share on FacebookShare on Twitter


“The best story wins,” said Matthew Segal, founder of ATTN:, a digital media company in Los Angeles. “Whoever can tell the best story will stand out in a crowded field.”

His agency specializes in short, attention-grabbing videos for social media. When trying to communicate a message, Segal said, “We don’t have a lot of time, and we can’t count on a captive consumer.”

Segal and colleague Clare Stein, executive creative director at ATTN:, were guest speakers on Sept. for PRSA’s Member Mondays session, hosted by Ray Day, APR, PRSA’s 2025 chair and Stagwell vice chair, and Allison Worldwide executive chair.

Your attention please

To explain how to capture attention in today’s crowded media environment, Stein shared findings from ATTN:’s commissioned research with neuroscientists. The research identifies four kinds of attention: instinctual, emotional, cognitive and helpful. (View the slides here.)

“The first one, instinctual attention, is connected to our evolutionary need to be aware of danger,” Stein said. “A loud sound or a bright color instantly commands attention.”

In social media video, “those first three seconds are incredibly important for viscerally placing [the viewer] in the story,” she said. Capturing attention depends on “how you start it, the visuals, the sound design — they all need to grab people at the very beginning, with the most compelling, interesting, funny, unexpected and surprising part.”

A second type is emotional attention. “When we see another human going through something that we can relate to, we’re pulled in and want to know more about the story,” Stein said.

A close-up image of someone’s face in an emotional moment is a strong way to start a video, she added. “It’s no surprise that the proliferation of creator videos on social media often starts this way, with the person talking close-in to the camera, sharing a vulnerable or funny moment.”

To capture attention, a video “should give the promise of an emotional payoff,” Stein said. “Often we use hooks or headlines in our content that promise the video will make” the viewer feel a certain way by the end. “But they know they have to watch it and experience it in order to get that” payoff.

“When you promise people some kind of emotional feeling in the video, you’re much more likely to hold them,” Segal said.

A third category, cognitive attention, “is my personal favorite,” Stein said. It’s about creating “a curiosity gap. People are more engaged in the story when they have a puzzle to solve, when they’re the ones connecting the dots. They should be able to quickly figure it out, but they feel like they’re in on the story.”

As Segal noted, social media content that holds the viewer’s attention sends algorithmic signals that lead to the video being recommended to other viewers.

A fourth kind is helpful attention, providing people with practical information, such as recipes and how-to guides.

“Think about the value that you bring to the consumer,” Stein said. “And set that up at the beginning.”

Combining two or more types of attention is “when the magic happens,” and the video is more likely to go viral, Segal and Stein said.

Day asked about the best — and the worst — qualities in communications that Stein and Segal see coming from brands and companies today.

“Too many organizations still ask the consumer for their time, and expect the consumer to care or be captive, because they think their issue is important,” Segal said. “They don’t realize that their job is to entertain or engage the consumer.”

As storytellers, he said, “we have to offer the consumer something of value immediately, in pithy and cogent ways.”

Key takeaways from this Member Monday

  • Hook fast. The first three seconds decide if people stay or scroll.

  • Tap into attention types. Stories that tap instinctual, emotional, cognitive or helpful cues are more likely to hold interest..

  • Deliver value immediately. Content must be short, sharp and clearly worth the audience’s time.

Watch a replay of the September 8 session below:

Held on the second Monday of every month, the information-sharing Member Mondays are open to both PRSA members and nonmembers, focusing on topics of interest to the communications profession. There is another session on the fourth Monday of every month for PRSA leaders of Chapters, Districts and Sections, focusing on best-practice sharing and progress on PRSA’s Strategic Plan. Find more information here.


Illustration credit: papisut



Source_link

READ ALSO

How To Launch Effective Awareness Campaigns For Responsible Gambling

Silence creates its own story during crises

Related Posts

How To Launch Effective Awareness Campaigns For Responsible Gambling
PR Solutions

How To Launch Effective Awareness Campaigns For Responsible Gambling

October 7, 2025
PR Solutions

Silence creates its own story during crises

October 7, 2025
PR Solutions

The Scoop: A timeline of how Starbucks rolled out its closure, layoff comms

October 7, 2025
How PR Drives Health Equity With Technology Innovations
PR Solutions

How PR Drives Health Equity With Technology Innovations

October 6, 2025
PR Solutions

A call to action for public relations practitioners: Navigating ethics in the age of AI

October 6, 2025
PR Solutions

3 steps for efficient impact

October 5, 2025
Next Post
Will The Anti-Monopoly Ruling Crack Open Google’s Data?

Will The Anti-Monopoly Ruling Crack Open Google's Data?

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

POPULAR NEWS

Communication Effectiveness Skills For Business Leaders

Communication Effectiveness Skills For Business Leaders

June 10, 2025
15 Trending Songs on TikTok in 2025 (+ How to Use Them)

15 Trending Songs on TikTok in 2025 (+ How to Use Them)

June 18, 2025
Trump ends trade talks with Canada over a digital services tax

Trump ends trade talks with Canada over a digital services tax

June 28, 2025
App Development Cost in Singapore: Pricing Breakdown & Insights

App Development Cost in Singapore: Pricing Breakdown & Insights

June 22, 2025
7 Best EOR Platforms for Software Companies in 2025

7 Best EOR Platforms for Software Companies in 2025

June 21, 2025

EDITOR'S PICK

The Art of Storytelling in Fintech Marketing: Building Trust Through Authentic Narratives

The Art of Storytelling in Fintech Marketing: Building Trust Through Authentic Narratives

June 1, 2025
DIY, Home and Garden marketing: Tips to elevate your advertising

DIY, Home and Garden marketing: Tips to elevate your advertising

May 27, 2025
How to create custom names for top fans on Facebook

How to create custom names for top fans on Facebook

May 28, 2025
I Evaluated G2’s 7 Best Security Awareness Training Software

I Evaluated G2’s 7 Best Security Awareness Training Software

July 5, 2025

About

We bring you the best Premium WordPress Themes that perfect for news, magazine, personal blog, etc. Check our landing page for details.

Follow us

Categories

  • Account Based Marketing
  • Ad Management
  • Al, Analytics and Automation
  • Brand Management
  • Channel Marketing
  • Digital Marketing
  • Direct Marketing
  • Event Management
  • Google Marketing
  • Marketing Attribution and Consulting
  • Marketing Automation
  • Mobile Marketing
  • PR Solutions
  • Social Media Management
  • Technology And Software
  • Uncategorized

Recent Posts

  • You can’t libel the dead. But that doesn’t mean you should deepfake them.
  • Building a Human Handoff Interface for AI-Powered Insurance Agent Using Parlant and Streamlit
  • World Mental Health Day: How We Can Make Small Steps With Big Impact
  • AI Mode in Google Search expands to more than 40 new areas
  • About Us
  • Disclaimer
  • Contact Us
  • Privacy Policy
No Result
View All Result
  • Technology And Software
    • Account Based Marketing
    • Channel Marketing
    • Marketing Automation
      • Al, Analytics and Automation
      • Ad Management
  • Digital Marketing
    • Social Media Management
    • Google Marketing
  • Direct Marketing
    • Brand Management
    • Marketing Attribution and Consulting
  • Mobile Marketing
  • Event Management
  • PR Solutions

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?