The New Culture of StorytellingMichaela HacknerDecember 14, 2010                      New Culture of Storytelling   0
Introductions                Michaela Guerin Hackner                Project Director                Forum One Communicatio...
What Storytelling is and Why it’s Important                    New Culture of Storytelling   2
What is storytelling?• The conveying of events and ideas in words, gestures, images and    sounds•   One of the most basic...
Everyone is doing it
Creating a Culture of Storytelling                         New Culture of Storytelling   7
New Culture of Storytelling   8
New Culture of Storytelling   9
Organizational Backing                         New Culture of Storytelling   10
New structure / stakeholder empowerment• Make storytelling a priority• Empower staff, stakeholders, and    beneficiaries• ...
Make Storytelling Investments                                New Culture of Storytelling   12
How to Get Started WithStorytelling                    New Culture of Storytelling   13
How to Recruit people for storytelling interviews•   Connect at events•   Ask for recommendations•   Tap an advocacy netwo...
Recruiting storytelling interviewees: Florence Crittenton
Identify a Good Story  • Is this story something people care      about?  • Will this story evoke an emotional      respon...
Prepare for Story Capture: Have the right toolsChoose tools that you’re comfortable with and work well for you and the set...
Prepare for Story Capture: Prepare for the interview•   Research     interviewee     background•   Prepare questions•   Cr...
Prepare for Story Capture: Take the notes you need                           • Take your time.                           •...
Prepare for Story Capture: Always be Ethical and Sensitive           Photograph:
Capture the Story Whether capturing your story in print, in video or in photographs, the           end objective is always...
Elements of a good story•   Compelling title•   Intriguing lead or hook•   Character‐driven details•   The obstacle •   Th...
“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                   New Culture of Storytelling   28
Now that you have your stories….Leverage your social media outposts to spread them! • Use Flickr and embeddable slideshows...
Overwhelmed with the possibilities?Let’s start small.                                      New Culture of Storytelling   30
Flickr – Pictobrowser slideshows                                   New Culture of Storytelling   32
New Culture of Storytelling   39
What to include• Your story!• How they can take action• Links to your organization, and background information • An organi...
Now For Some Inspiration!                    New Culture of Storytelling   42
New Culture of Storytelling   43
New Culture of Storytelling   44
And these organizations want your stories too!                                                 New Culture of Storytelling...
New Culture of Storytelling   46
New Culture of Storytelling   47
New Culture of Storytelling   48
New Culture of Storytelling   49
Discussion Thank You Michaela Hackner @kalabird                         New Culture of Storytelling ...
New Culture of Storytelling
New Culture of Storytelling
New Culture of Storytelling
New Culture of Storytelling
New Culture of Storytelling
New Culture of Storytelling
New Culture of Storytelling
New Culture of Storytelling
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New Culture of Storytelling


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Keynote presentation given at the Department of Health and Human Services annual OAPP Grantee Conference.

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New Culture of Storytelling

  1. 1. The New Culture of StorytellingMichaela HacknerDecember 14, 2010 New Culture of Storytelling 0
  2. 2. Introductions Michaela Guerin Hackner Project Director Forum One Communications New Culture of Storytelling 1
  3. 3. What Storytelling is and Why it’s Important New Culture of Storytelling 2
  4. 4. 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:‐stories.php New Culture of Storytelling 3
  5. 5. Photography:
  6. 6. Photography:
  7. 7. Everyone is doing it
  8. 8. Creating a Culture of Storytelling New Culture of Storytelling 7
  9. 9. New Culture of Storytelling 8
  10. 10. New Culture of Storytelling 9
  11. 11. Organizational Backing New Culture of Storytelling 10
  12. 12. New structure / stakeholder empowerment• Make storytelling a priority• Empower staff, stakeholders, and  beneficiaries• Provide training• Develop a storytelling toolkit • Provide incentives• Lead by example New Culture of Storytelling 11
  13. 13. Make Storytelling Investments New Culture of Storytelling 12
  14. 14. How to Get Started WithStorytelling New Culture of Storytelling 13
  15. 15. 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 New Culture of Storytelling 14
  16. 16. Recruiting storytelling interviewees: Florence Crittenton
  17. 17. 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? New Culture of Storytelling 16
  18. 18. Prepare for Story Capture: Have the right toolsChoose 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 New Culture of Storytelling 17
  19. 19. Prepare for Story Capture: Prepare for the interview• Research  interviewee  background• Prepare questions• Create an informal  conversation New Culture of Storytelling 18
  20. 20. 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. New Culture of Storytelling 19
  21. 21. Prepare for Story Capture: Always be Ethical and Sensitive Photograph:
  22. 22. Capture the Story Whether capturing your story in print, in video or in photographs, the  end objective is always the same: a compelling story. Regardless of where we work, there are often amazing stories  to tell… New Culture of Storytelling 21
  23. 23. Elements of a good story• Compelling title• Intriguing lead or hook• Character‐driven details• The obstacle • The outcome• Story‐specific photos Photograph: Karen Kasmauski/Corbis • Call to action ‐ and ways to  take action New Culture of Storytelling 22
  24. 24. “Call to action” is critical. People will want to help. Make it easy.
  25. 25. Get Your Stories Out There
  26. 26. But Don’t Bury Them On Your Web Site!
  27. 27. You Can Start Small, and Build
  28. 28. Florence Crittenton’s Center for Pregnant and Parenting Teens
  29. 29. Social Media and Storytelling New Culture of Storytelling 28
  30. 30. 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 New Culture of Storytelling 29
  31. 31. Overwhelmed with the possibilities?Let’s start small. New Culture of Storytelling 30
  32. 32. Flickr – Pictobrowser slideshows New Culture of Storytelling 32
  33. 33. New Culture of Storytelling 39
  34. 34. 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
  35. 35. Now For Some Inspiration! New Culture of Storytelling 42
  36. 36. New Culture of Storytelling 43
  37. 37. New Culture of Storytelling 44
  38. 38. And these organizations want your stories too! New Culture of Storytelling 45
  39. 39. New Culture of Storytelling 46
  40. 40. New Culture of Storytelling 47
  41. 41. New Culture of Storytelling 48
  42. 42. New Culture of Storytelling 49
  43. 43. Discussion Thank You Michaela Hackner @kalabird New Culture of Storytelling 50
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