Emotion is the single most important ingredient in effective storytelling.

That was the key message during Friday’s PromaxBDA Digital Master Class on The Art of Storytelling led by Scott Edwards, Fox’s senior VP of on-air promotions.

Edwards walked the class through his best practices for writing big emotion into on-air promo, in order to capture audiences and drive tune-in.

Emotion trumps all of the other elements of a story, including structure, fluidity, or action, because “it is through emotion and that emotional connection that we derive most of our identity, self-worth and understanding of the world around us,” Edwards said.

To learn Edwards’ best practices for effective storytelling, visit the PromaxBDA website, where the entire video is available on demand for members.

Digital Master Classes are part of PromaxBDA’s digital learning platform, providing ongoing professional and creative development to PromaxBDA members wherever they are in the world.

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