audience engagement

No matter how much time, planning and effort you put into your media production, if you don’t know your audience you’ll never connect with them and it will all be a waste of time and money.

This course is about how best to engage your audience – what treatment and production techniques are available for content creators to engage the audience more deeply.

We discuss how to get to know your audience, profile them and understand their ‘triggers’ and engagement points.

We look at how we can then select stories and narratives from a campaign or issue that ‘speak’ directly to our target audience. We explore the famous H.E.C. test and how it can be used to find the ‘human condition’ in a story and suggest the visuals and sequences that will have the biggest impact on an audience.

We browse some very successful examples from across adverts, news and documentaries that have connected absolutely with their target audience and deconstruct them to see what we can learn.

We look at the interplay between different ‘publication’ platforms, the story itself and how the combination can engage an audience and build share-ability.

Every film-maker, every producer or content creator should understand this basic principle of connecting with their audience and that is exactly what this one-day course is about.

This course is for any storyteller wishing to build a bigger audience and connect their content with that audience more successfully. This course is a must for anyone in media!

Storytelling and audience engagement

  • Understanding platforms

  • Knowing your audience

  • Knowing your treatment style

  • The commissioning relationship

  • Connecting

  • What is a story?

  • Identifying the components needed to make an engaging film

  • The importance of characters

  • The place for script, text and / or narration

  • Essential story engagement and successful narrative arc with timeline analysis

  • Where and when to publish

Please bring:

A story or campaign idea.


Getting there

This course will be held at The Bridge, 81 Southwark Bridge Road, London SE1 0NQ





About Dean Arnett

Dean Arnett is an international award winning, self-shoot documentary producer. He has worked all over the world, most notably for the BBC and Discovery.

He is also an award winning, media trainer, designing and delivering film and editing courses for video-journalists and self-shoot producers.

In 2014 he was awarded the coveted, ’Rising Star award’ at the 2014 Canadian International Film Festival for his BBC documentary ‘Burying the Past.

He continues to shoot documentaries and deliver training for broadcast and commercial organisations all over the world, including: the BBC, Discovery, Thomson Foundation, Dropbox, Canon Europe, Press Association, The Frontline Club and many others.

Find him on Twitter @deanarnett