How storytelling helps communicate with purpose
Storytelling has been the foundation of how people share learning and create connections since the dawn of time. It’s hardwired, we expect it, and the format counts – even if we don’t consciously realise it.
Fairytales, Books, film, TV – they all follow the same structure – there’s equilibrium, something disrupts it, something needs to be done to resolve it, order is restored. Sure, the characters and the events might change, but when stories deviate from the structure, they risk alienating their audience. But storytelling isn’t and never has been, one-way.
Stories are shared and evolved over time as people add to them or contextualise them and bring them to life.
When we apply a structured approach to storytelling in internal communication (IC), we help people understand, in a simple and concise narrative, where the organisation is now, where it’s headed and what it’s going to take to get there. And that’s important because people’s attention spans aren’t getting longer. We want people to be able to focus on what’s important and share it, consistently. Simple stories stick.
By anchoring our internal communications on the vision, purpose, strategy and values of the organisation we provide a lens to ensure we communicate with purpose. Organisations can be noisy places and without that lens IC can add to the noise. But with it they can feel empowered to make breathing space for the story to evolve and for employees to listen.
That means sharing stories that build on the narrative by:
- Unpacking the strategy, showing it in action, sharing success, recognition, and learning (good and not so good).
- Bringing the outside in by providing insights into the experiences of stakeholders and customers and reinforcing the impact of the organisation.
- Providing transparency by explaining decision making that leads to changes in direction and providing opportunities for open conversations and questions.
And when we open that storytelling up to the people involved in the work, we increase the credibility of the message, the chances of people listening, owning and sharing the story, and contributing to the conversation.
