Using Video Storytelling to Address External Threats
Track: Marketing and Communication
Identifying and managing external threats is an increasingly important task for certification agencies today. Threats include anything that potentially inhibits the business of certification. Exam security is one of the most damaging threats a certification organization can face. Threat migration and exam security are so important that accreditation agencies have standards addressing these specific areas. Having an effective messaging campaign is one way certification agencies can communicate the criticality of test security to its stakeholder groups. However, with the fragmentation of media options today, it can sometimes be difficult to reach target audiences.
This presentation will share NBCOT’s experiences in using video storytelling to address external threats. Humans are hardwired for storytelling, and stories can provide opportunities to develop stronger, deeper connections with the audience while relaying important information. In this presentation, we will walk attendees through the steps we completed when using video storytelling to communicate the importance of upholding test security with two different stakeholder groups—one focusing on exam security for candidates and another focusing on exam security for subject matter expert groups.
During the session, we will include discussion on:
- Why we chose video storytelling as a message medium.
- How to identify key message points.
- What to include when drafting a storyboard.
- When to incorporate genuine connection points.
- The importance of gathering consumer feedback.
- How video storytelling can help meet accreditation standards.
The presentation will conclude with an overview of how our video storytelling messaging has been received by different audiences, including regulators, educators, and providers of occupational therapy services.