Communications Leadership: Storytelling
Brooke Gladstone of National Public Radio’s “On the Media” program says:
“Journalists are taught to talk and write in human terms. Tell me a story.”
We are all part of a storytelling culture in America. It’s been that way forever, and it’s no different in countries, cultures and communities around the world. We share stories … an infinite variety of stories … about the human experience, and often, the best stories are repeated over and over.
Stories are the bedrock of interaction, building blocks of knowledge, the foundation of memory and learning. Stories connect us with our humanness, and link past, present, and future by teaching us to anticipate the possible consequences of our actions. Stories help to define what is authentically special about something or someone.
Yet, the power of storytelling is too often overlooked or dismissed as companies, not-for-profits, associations, and other organizations strive to get attention. They embrace, instead, a copycat style of communications – press releases, statements, promotions, marketing tactics, and run-of-the-mill advertising – in an attempt to promote, sell or push publicity. And … it does not work, especially in today’s online world.
We are not living in a time when promoting, selling and pushing publicity works as it might have in the past.
Let me share an example of storytelling. High school students in Pomona, California – a town hard-hit by the economic downturn – worked with their teacher to create a video, called “Is Anyone Listening?” In it, they shared stories of how each of their lives were impacted by home foreclosures and layoffs. They told of how their families were suffering, and how they were going hungry.
They put the video on YouTube, and a local newspaper picked up the story. Then, John Larson of KCET Television – the PBS station in Los Angeles – reported the story. His story was a magnificent example of journalistic storytelling. Then, the national PBS news program, NewsHour, aired Larson’s story. President Obama heard about the plight of the students, and personally visited with them last week, pledging that he, the President of the United States, was listening.
The students in Pomona captured enormous worldwide attention by sharing their story.
How can this apply to you? Any company or organization … any small business or individual consultant … has a distinctive story. Find it. Share it. Discuss it. Build upon it. Get your story repeated by others, over and over.
Remember … storytelling has been the bedrock of interactive communications for at least a gazillion years before the Internet came along. Things like blogs, Twitter and the sort are merely delivery tactics. Strategic communications leadership begins with learning the craft of storytelling.
Storytelling and many more elements of contemporary communications leadership are detailed in my new book, “The Media Savvy Leader: Visibility, Influence, and Results in a Competitive World
Filed Under: Featured • Leadership Principles • Strategic Communications
About the Author: David is a veteran communications strategist ... writer ... blogger ... online publisher ... and Emmy Award winning former CBS Network News correspondent. He lives in the Washington, D. C., area, and works worldwide.
Something is hardwired into humans that predisposes us to stories. Why else would we pay $10 to sit in a darkened movie theater for two hours with a bunch of strangers? Companies need more storytellers and less “professional communicators.”
I’d disagree with Ron, but only slightly. The best professional communicators at companies *are* storytellers, and have been for a while.
Your example of the town is a great one, although obviously the proof of how well the story has been told will come if Obama proves he really *was* listening.
Of course, then that opens him up to other communities that have similar stories, or worse. He can’t listen to them all, can he? Can anyone?
[...] bookmarks tagged interactive storytelling Communications Leadership: Storytelling | David He… saved by 2 others ScarredLALfan bookmarked on 03/23/09 | [...]
[...] know. Put another way, it’s hard to care about someone whose story you don’t know. Stories generate empathy; when you know what the other has experienced, you learn where she’s coming [...]
I think you’re right, David. I know that I, for one, LEARN better through stories. Data and information only go so far for me. But tell me a story (about how Ford changed manufacturing or about how IBM revolutionized computers) and I’ll remember it forever.
Hope your knee is better.
Storytelling is an important communication tool of great leaders but it doesn’t make the leader great. Madoff was charismativ and articulate and I imagine he had a great story but in the end it was a fairy tale full of promise but without content.
Good writing, amazing oratory skills, and trite phrases will work for a time but leadership requires vision (to see what others aren’t/won’t/can’t see), intellect (to synthesize information and formulate a plan) and courage( to roll out the vision and plan even in the face of advesity and unpopularity). Then storytelling becomes important.
We need new myths for our times.
I’m a firm believer in the uses of story and storytelling. I use stories all the time in running my business as an executive recruiter in communications and marketing. In addition, as a professional storyteller, I can attest to the thrill of interacting with a live audience. We are in relationship with each other! Stories are memorable because they tap into our emotions. They become sticky in the brain. All the new media tools help us to discover outlets for their applications. Thank you for bringing storytelling into the “public” domain.
Indeed! we are hard-wired to tell & receive stories. We have been called ‘homo narrans’ by a few. In my work as a professionally-trained storyteller & trial consultant helping lawyers identify, shape & deliver their clients’ stories, I have come to find that even the most logical thinking & analytical among us gravitates to the emotional meaning that a well-chosen, heartfelt & artfully crafted story creates. It’s the connection with meaning that allows the leader to lead, the politician to deliver & even the Barry Madoffs of the world to exploit. Today is the birthday of one of the best: Joseph Campbell. Thanks to him we have story insights in the business world like The Springboard, The Story Factor, etc.; in the legal world with Atticus Finch, My Cousin Vinney, etc.. You name it – stories are where it’s at if you want people to listen & do.
[...] and former CBS News correspondent David Henderson’s three-part storytelling series, Communications Leadership: Storytelling, A Great Story Has Legs, and What Does a Great Story Look Like? “We are all part of a [...]
[...] and former CBS News correspondent David Henderson’s three-part storytelling series, Communications Leadership: Storytelling, A Great Story Has Legs, and What Does a Great Story Look Like? “We are all part of a [...]