new culture of storytelling

New Culture of Storytelling 0

The New Culture of Storytelling

Michaela HacknerDecember 14, 2010


Introductions

Michaela Guerin HacknerProject DirectorForum One Communications


What Storytelling is and Why it’s Important


What is storytelling?

• The conveying of events and ideas in words, gestures, images and

sounds

• One of the most basic ways of sharing knowledge

• How we make sense of experiences

• How we see ourselves in relation to others

• World’s oldest tradition

• A way to reach out, connect

Photography: http://www.nfnf.org/success‐stories.php

Photography: http://www.florencecrittenton.org/programs/stories

Everyone is doing it


Creating a Culture of Storytelling


Organizational Backing


New structure / stakeholder empowerment

• Make storytelling a priority

• Empower staff, stakeholders, and

beneficiaries

• Provide training

• Develop a storytelling toolkit

• Provide incentives

• Lead by example


Make Storytelling Investments


How to Get Started WithStorytelling


How to Recruit people for storytelling interviews

• Connect at events

• Ask for recommendations

• Tap an advocacy network

• Ask your outreach team

• Use your blog

• Provide ways for people to share stories anonymously

Recruiting storytelling interviewees: Florence Crittenton


Identify a Good Story

• Is this story something people care

about?

• Will this story evoke an emotional

response?

• Will this story change people’s

perspective or outlook?

• Does this story match our

organizational voice?

• Will this story still be relevant in a

month? A year? Longer?

• Will this story motivate action?


Prepare for Story Capture: Have the right tools

Choose tools that you’re comfortable with and work well for you and the setting:

• notebook and pen

• a digital audio recorder

• a video camera

• a trusted colleague


Prepare for Story Capture: Prepare for the interview

• Research

interviewee

background

• Prepare questions

• Create an informal

conversation


Prepare for Story Capture: Take the notes you need

• Take your time.

• Develop your own

shorthand.

• Note all of the sensory

information around you.

• Plan some time after the

interview to finalize

everything you’ve captured.

Prepare for Story Capture: Always be Ethical and Sensitive

Photograph: lizainge.co.uk


Capture the Story

Regardless of where we work, there are often amazing stories

to tell…

Whether capturing your story in print, in video or in photographs, the end objective is always the same: a compelling story.


Elements of a good story

• Compelling title

• Intriguing lead or hook

• Character‐driven details

• The obstacle

• The outcome

• Story‐specific photos

• Call to action ‐ and ways to

take action

Photograph: Karen Kasmauski/Corbis

“Call to action” is critical. People will want to help. Make it easy.

Get Your Stories Out There

But Don’t Bury Them On Your Web Site!

You Can Start Small, and Build

Florence Crittenton’s Center for Pregnant and Parenting Teens


Social Media and Storytelling


Now that you have your stories….

Leverage your social media outposts to spread them!

• Use Flickr and embeddable slideshows

• Feature stories on your blog or web site

• Post links of stories on relevant social networks

• Post videos on YouTube or Vimeo

• Use Twitter to help your story go viral

• Integrate audio

• Pull stories into your organization’s newsletter


Overwhelmed with the possibilities?

Let’s start small.


Flickr – Pictobrowser slideshows

What to include

• Your story!

• How they can take action

• Links to your organization, and background information

• An organizational bio

• Contact information

• Links to other relevant content


Now For Some Inspiration!


And these organizations want your stories too!


DiscussionThank You

Michaela [email protected]@kalabird

new culture of storytelling

Technology

calltoaction iscritical

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