New Culture of Storytelling

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

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

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  • 1. The New Culture of StorytellingMichaela HacknerDecember 14, 2010 New Culture of Storytelling 0
  • 2. Introductions Michaela Guerin Hackner Project Director Forum One Communications New Culture of Storytelling 1
  • 3. What Storytelling is and Why it’s Important New Culture of Storytelling 2
  • 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. Photography:
  • 6. Photography:
  • 7. Everyone is doing it
  • 8. Creating a Culture of Storytelling New Culture of Storytelling 7
  • 9. New Culture of Storytelling 8
  • 10. New Culture of Storytelling 9
  • 11. Organizational Backing New Culture of Storytelling 10
  • 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. Make Storytelling Investments New Culture of Storytelling 12
  • 14. How to Get Started WithStorytelling New Culture of Storytelling 13
  • 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. Recruiting storytelling interviewees: Florence Crittenton
  • 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. 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. Prepare for Story Capture: Prepare for the interview• Research  interviewee  background• Prepare questions• Create an informal  conversation New Culture of Storytelling 18
  • 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. Prepare for Story Capture: Always be Ethical and Sensitive Photograph:
  • 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. 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. “Call to action” is critical. People will want to help. Make it easy.
  • 25. Get Your Stories Out There
  • 26. But Don’t Bury Them On Your Web Site!
  • 27. You Can Start Small, and Build
  • 28. Florence Crittenton’s Center for Pregnant and Parenting Teens
  • 29. Social Media and Storytelling New Culture of Storytelling 28
  • 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. Overwhelmed with the possibilities?Let’s start small. New Culture of Storytelling 30
  • 32. Flickr – Pictobrowser slideshows New Culture of Storytelling 32
  • 33. New Culture of Storytelling 39
  • 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. Now For Some Inspiration! New Culture of Storytelling 42
  • 36. New Culture of Storytelling 43
  • 37. New Culture of Storytelling 44
  • 38. And these organizations want your stories too! New Culture of Storytelling 45
  • 39. New Culture of Storytelling 46
  • 40. New Culture of Storytelling 47
  • 41. New Culture of Storytelling 48
  • 42. New Culture of Storytelling 49
  • 43. Discussion Thank You Michaela Hackner @kalabird New Culture of Storytelling 50