Reflection – Storytelling Tool

Challenge

I face the challenge of properly communicating our key messages and promoting our products, as  well as our corporate social responsibility initiatives to a wide variety of stakeholders, using different  communications channels ranging from social media (Twitter, Youtube, Facebook, Instagram,  LinkedIn) and our corporate website to press releases and presentations among others. Everyday I’m  presented with new content and requests to share information about award wins, new innovations,  new contracts, products, CSR initiatives and more with the public. As you can imagine, it is a huge  challenge to figure out the best way to communicate very different messages and content to diverse  target groups. I often ask myself what makes this target group tick and jump into action. Clearly, a  good understanding of our stakeholders, their needs, values and desires is key when it comes to  communicating with them and trying to get them engaged.

Selection

The tool I decided to use was the Storytelling tool, which is essentially getting across a message to an  audience in a compelling way and that inspires them to engage or take action. The Storytelling tool is  the perfect one since my challenge is to communicate our leaders’ messages and promote the  company brand and products in such a way that makes our employees, customers and the world take  action, see us in a positive light and as reputable in the industry. Storytelling plays a huge role in this  and massively can impact how a company is perceived externally and internally by its employees, and  how successful a company is financially. It’s through storytelling that we can motivate and inspire our  employees to do their best work and decide to become brand ambassadors themselves. Tone, words  selected, messages conveyed, and visuals used to accompany the text are all essential in conveying  the story, which has emotional connection, logic and a larger purpose. Often business leaders come  to us with a list and as a communicator, I have to turn it into a cause, so it inspires people to act or  read further.

Application

First I tried to get a solid understanding of our key audiences by watching customer interviews to get  a better sense of their main needs and complaints so we can improve and better meet their  expectations in our services, products and communications. This is a vital step in the Storytelling  process because it’s only once we’ve discovered what our customers and other main stakeholders  want/need and think about the company and products that we can create stories that speak to them  and show that we’re focusing on areas of importance to them or whatever else they voiced. Since we  are a global company, it was also essential to know what country are target audience comes from or  live in and who they are as people (beliefs, values, goals).

When I received a new content request, I made sure I knew who the message was intended for,  decided on what the best channel(s) would be to communicate this message to whether it be  Twitter, LinkedIn, an article on our corporate website, an event webpage, a video, an infographic and  more. Once the audience and channel was determined, I focused on the written copy, the words,  emotions they elicit, made sure I hit home on the target audiences desires and interests, at the same  time as getting across the leaders intended message.

For example, I recently received a request to communicate on one of our company Foundation  projects and its success to date. In this case, I took the key information and statistics about the  project and update, transformed it into an inspiring and compelling new article for the Foundation

website which still included facts and data. I also created a photo gallery with impactful photo  captions to give it an emotional connection, drafted social media posts with the key news and  enticing language that portrays us as a company that supports sustainability efforts and is socially  responsible, with a clear call to action for the viewer to click the link to our Foundation website to  read the full article. These were posted globally not targeted to a particular country so we kept it  very neutral to ensure it would work for our audiences across the globe. I created suspense in the  article by asking questions and answering them. That way the audience doesn’t leave confused or  unsure of what to do next.

Overall, I believe I applied the tool effectively because I made sure I had a good understanding of our  target audience, took the main data and points and developed it into a colourful, inspiring story that  ignites passion and respect for the company’s CSR initiatives. I also used visuals to tell the story along  with powerful language that everyone can understand and relate to.

Insight

By applying this tool, I learned how important storytelling truly is to company leadership when it  comes to sharing their messages with their employees, customers and the public. It’s also crucial to  business performance and reputation management, because it’s the best way for us to get in front  our key audiences and entice them into our world. In addition, I learned how essential storytelling is  in really getting your audience to pay attention and in eliciting passion and excitement around new  products, events, sustainability, CSR and learning efforts. It re-emphasized how essential it is to  understand your audience before you draft a story for them or any type of communication since if  you don’t know their wants/desires or who they are, it will be difficult to engage them. If it wasn’t for  storytelling, business strategies would most likely be left to a few top leaders, but this tool makes it  simple, understandable and more engaging for all. It really is a captivating way to share knowledge  and information with particular groups or the masses. And lastly, it reminded me of the power of  language and how it can really shape people’s reactions and beliefs.

Approach

What I would do differently next time is I would start off using the Visualization Tool first because  visuals are also a key component in communicating messages and can help elicit desired responses  from your target audiences. Although the Storytelling Tool is powerful, it should be coupled with  visualization for maximum impact. It’s true that we can create pictures and emotions through words  but when we combine the visual component, we’ve really got it made. This could include adding in  infographics, photos in a presentation, logos and videos.


Reflection – Storytelling Tool Challenge I face the challenge of properly communicating our key messages and promoting our products , as well as our corporate social responsibility initiatives to a wide variety of stakeholders , using different communications channels ranging from social media ( Twitter , Youtube , Facebook , Instagram , LinkedIn ) and our corporate website to press releases and presentations among others . Everyday I ’m presented with new content and requests to share information about award wins , new innovations , new contracts , products , CSR initiatives and more with the public . As you can imagine , it is a huge challenge to figure out the best way to communicate very different messages and content to diverse target groups . I often ask myself what makes this target group tick and jump into action . Clearly , a good understanding of our stakeholders , their needs , values and desires is key when it comes to communicating with them and trying to get them engaged . Selection The tool I decided to use was the Storytelling tool , which is essentially getting across a message to an audience in a compelling way and that inspires them to engage or take action . The Storytelling tool is the perfect one since my challenge is to communicate our leaders ’ messages and promote the company brand and products in such a way that makes our employees , customers and the world take action , see us in a positive light and as reputable in the industry . Storytelling plays a huge role in this and massively can impact how a company is perceived externally and internally by its employees , and how successful a company is financially . It ’s through storytelling that we can motivate and inspire our employees to do their best work and decide to become brand ambassadors themselves . Tone , words selected , messages conveyed , and visuals used to accompany the text are all essential in conveying the story , which has emotional connection , logic and a larger purpose . Often business leaders come to us with a list and as a communicator , I have to turn it into a cause , so it inspires people to act or read further . Application First I tried to get a solid understanding of our key audiences by watching customer interviews to get a better sense of their main needs and complaints so we can improve and better meet their expectations in our services , products and communications . This is a vital step in the Storytelling process because it ’s only once we ’ve discovered what our customers and other main stakeholders want / need and think about the company and products that we can create stories that speak to them and show that we ’re focusing on areas of importance to them or whatever else they voiced . Since we are a global company , it was also essential to know what country are target audience comes from or live in and who they are as people ( beliefs , values , goals ) . When I received a new content request , I made sure I knew who the message was intended for , decided on what the best channel(s ) would be to communicate this message to whether it be Twitter , LinkedIn , an article on our corporate website , an event webpage , a video , an infographic and more . Once the audience and channel was determined , I focused on the written copy , the words , emotions they elicit , made sure I hit home on the target audiences desires and interests , at the same time as getting across the leaders intended message . For example , I recently received a request to communicate on one of our company Foundation projects and its success to date . In this case , I took the key information and statistics about the project and update , transformed it into an inspiring and compelling new article for the Foundation website which still included facts and data . I also created a photo gallery with impactful photo captions to give it an emotional connection , drafted social media posts with the key news and enticing language that portrays us as a company that supports sustainability efforts and is socially responsible , with a clear call to action for the viewer to click the link to our Foundation website to read the full article . These were posted globally not targeted to a particular country so we kept it very neutral to ensure it would work for our audiences across the globe . I created suspense in the article by asking questions and answering them . That way the audience does n’t leave confused or unsure of what to do next . Overall , I believe I applied the tool effectively because I made sure I had a good understanding of our target audience , took the main data and points and developed it into a colourful , inspiring story that ignites passion and respect for the company ’s CSR initiatives . I also used visuals to tell the story along with powerful language that everyone can understand and relate to . Insight By applying this tool , I learned how important storytelling truly is to company leadership when it comes to sharing their messages with their employees , customers and the public . It ’s also crucial to business performance and reputation management , because it ’s the best way for us to get in front our key audiences and entice them into our world . In addition , I learned how essential storytelling is in really getting your audience to pay attention and in eliciting passion and excitement around new products , events , sustainability , CSR and learning efforts . It re - emphasized how essential it is to understand your audience before you draft a story for them or any type of communication since if you do n’t know their wants / desires or who they are , it will be difficult to engage them . If it was n’t for storytelling , business strategies would most likely be left to a few top leaders , but this tool makes it simple , understandable and more engaging for all . It really is a captivating way to share knowledge and information with particular groups or the masses . And lastly , it reminded me of the power of language and how it can really shape people ’s reactions and beliefs . Approach What I would do differently next time is I would start off using the Visualization Tool first because visuals are also a key component in communicating messages and can help elicit desired responses from your target audiences . Although the Storytelling Tool is powerful , it should be coupled with visualization for maximum impact . It ’s true that we can create pictures and emotions through words but when we combine the visual component , we ’ve really got it made . This could include adding in infographics , photos in a presentation , logos and videos .