Why do or don’t
companies use storytelling in corporate communication?
According to the source; http://www.mindtools.com/pages/article/BusinessStoryTelling.htm
stories can
change the way we think, act, and feel. The source
explains that stories can perform as a basis of a workplace culture and that
they can break down barriers and change bad situations into good.
Stories can grasp our imaginations, paint out our ideas, awaken our passions and inspire us.
Stories can grasp our imaginations, paint out our ideas, awaken our passions and inspire us.
The source
positively states stories as powerful business tools and that they are used by
successful leaders to engage their teams.
Different types of stories:
·
Who-I-Am stories- explaining who you are, your
dreams, goals, accomplishments etc.
·
Why-I-Am stories- explaining the reason you are here
·
Teaching stories- explaining how if people change
themselves they can achieve meaningful results
·
Vision stories- inspire and courage people
·
Values-in-Actions stories- supporting the values wanted for
the audience to think about
·
I-Know-What-You-Are-Thinking stories- anticipate audiences’ point of
view
·
What makes an
effective story and why? Find an example.
“ A
good story is like a recipe- certain “ingredients” need to be part of the mix
for it to be a success.”- http://www.mindtools.com/pages/article/BusinessStoryTelling.htm
Four key
Questions for the Context:
According
to Paul Smith and his book Lead with a Story, 2012
http://www.mindtools.com/pages/article/BusinessStoryTelling.htm
http://www.mindtools.com/pages/article/BusinessStoryTelling.htm
- · Where and when does this story take place? – fact or fiction?
- · Who is the main character?- someone the audience can connect with
- · What does he or she want?- what the main character wants to accomplish
- · Who or what is in the way?- stories need a villain or obstacle which can be a person/event/challenge
-5 important
questions to take into consideration:
- · Who is my target audience?
- · What topics can be just as interesting for my audience as my product/brand/service?
- · What is the best way to make these topics informative, helpful, or entertaining?
- · How can I incorporate the company philosophy/emotions into the content?
- · what’s the best kind of story for the business?
EXAMPLE: https://www.youtube.com/watch?v=DBhTiyQU1kA&noredirect=1#t=40
Coca-Cola- simple yet enjoyable example of storytelling
Coca-Cola- simple yet enjoyable example of storytelling
How to
determine a target audience and which channels to use to reach them?
- · Market Knowledge
- · Conducting third-party surveys
- · Speak to customers
- · Step into the shoes of your target audience
Storytelling
Helps You Connect With The Target Audience http://www.text100.com/hypertext/2014/12/storytelling-target-audience/
