Download - New Culture of Storytelling
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The New Culture of Storytelling
Michaela HacknerDecember 14, 2010
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Introductions
Michaela Guerin HacknerProject DirectorForum One Communications
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What Storytelling is and Why it’s Important
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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
Photography: http://www.florencecrittenton.org/programs/stories
Everyone is doing it
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Creating a Culture of Storytelling
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Organizational Backing
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New structure / stakeholder empowerment
• Make storytelling a priority
• Empower staff, stakeholders, and
beneficiaries
• Provide training
• Develop a storytelling toolkit
• Provide incentives
• Lead by example
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Make Storytelling Investments
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How to Get Started WithStorytelling
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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
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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?
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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
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Prepare for Story Capture: Prepare for the interview
• Research
interviewee
background
• Prepare questions
• Create an informal
conversation
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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
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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.
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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
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Social Media and Storytelling
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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
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Overwhelmed with the possibilities?
Let’s start small.
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Flickr – Pictobrowser slideshows
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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
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Now For Some Inspiration!
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And these organizations want your stories too!
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