Course Description

Storytelling for any business has quickly become a core competency, but one that's not without risk. And while communications professionals were brought-up on the wisdom of “content is king,” one could argue that's only true when written for your audience and in consideration of your audience. But who is your audience and how can you effectively enhance your brand recognition?

Why Attend?

NREL's Director of Communications and Public Affairs will cover two case studies which show how to:

• Identify and create engaging content, while working with regulatory overseers
• Pull out the right tools from your toolbox to help you reach a targeted audience
• Find the fun in topics (like “science” and “energy”) and make it visual/tweetable and re-tweetable for a social audience
• Tailor content to a resource constrained media audience - and get results
• Amplify content to maximize available channels for communication
  
  

Stay after Amy’s talk for a tour of NREL’s news research building, the Energy Systems Integration Facility. 

Meet the Speaker

Amy Estes
National Renewable Energy Laboratory, Director of Communications and Public Affairs

Amy Estes is director of communications at the National Renewable Energy Laboratory. She leads a team of more than 100 professionals responsible for managing the NREL brand, strategic planning, media relations and digital media, congressional relations, stakeholder relations, community relations, design, publishing and more. She has 20 years of experience in developing strategic plans, managing hundreds of projects, supervising and motivating several teams and building stakeholder engagement strategies. She has also created, built, and policed branding for complex and far-reaching organizations.