New Culture of Storytelling

The New Culture of StorytellingMichaela HacknerDecember 14, 2010 New Culture of Storytelling 0

Introductions Michaela Guerin Hackner Project Director Forum One Communications New Culture of Storytelling 1

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 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 New Culture of Storytelling 3

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

Everyone is doing it

Creating a Culture of Storytelling New Culture of Storytelling 7

New Culture of Storytelling 8

Organizational Backing New Culture of Storytelling 10

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

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 network• Ask your outreach team• Use your blog• Provide ways for people to share stories anonymously New Culture of Storytelling 14

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? New Culture of Storytelling 16

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

Prepare for Story Capture: Prepare for the interview• Research interviewee background• Prepare questions• Create an informal conversation New Culture of Storytelling 18

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

Prepare for Story Capture: Always be Ethical and Sensitive Photograph: lizainge.co.uk

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

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

“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• 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

Overwhelmed with the possibilities?Let’s start small. New Culture of Storytelling 30

Flickr – Pictobrowser slideshows New Culture of Storytelling 32

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! New Culture of Storytelling 42

And these organizations want your stories too! New Culture of Storytelling 45

Discussion Thank You Michaela Hackner mhackner@forumone.com @kalabird New Culture of Storytelling 50

New Culture of Storytelling

by Forum One Communications

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