Be more human: why stories will transform your internal comms

It can sometimes feel like we live in a world where data is king. It is, after all, the world’s most valuable commodity. Artificial intelligence uses algorithms to draw insights about human behaviour, to find patterns and make predictions – for example, what we want to see in our social media feeds or what we might want to buy online. In the comms industry, we’re told using data can make our campaigns more targeted and effective. And it is true, it can. The right kind of data is incredibly useful. But, sometimes, it’s a good idea to take a step back from all that information and think about what it is that makes someone respond to one product or idea better than the next.  And for internal comms, what is it that makes the most impact?

The answer: storytelling.

Why is storytelling so effective?

If you haven’t read it, there’s a great book by Will Storr on just this subject. In his introduction to The Science of Storytelling, he puts forward this, admittedly depressing, take on why stories have evolved to be so important: our lives are essentially meaningless. We live, then we die and so does everyone else we have ever loved. So, in order to give our lives meaning, we humans started creating stories. It’s why entire nations are defined by the stories we tell our collective selves about victories or defeats, our values or way of life. And for individuals it’s why, in our heads, we are the protagonists in the story of our own life. It’s also why we can argue away facts that don’t sit with our view of the world and why we embrace them when they do. Our brains simply prefer stories to logic. And that, in simple terms, is why if you use storytelling in your comms, you’ll engage your audience far more than if you just present them with your best and most pertinent facts. 

What do you need to create a good story?

There are many components to a good story – it needs a beginning, a middle and an end, a good protagonist and, arguably, an even better villain. These are aspects to bear in mind when you’re looking at how to tell stories in your organisation but, for the purpose of internal comms, here’s what’s key:

·       Change: In fiction, films or TV drama, a story always starts with something changing for the protagonist and it’s how they deal with that change which makes the story. If your business is undergoing a transformation, how do you want employees (the protagonists) to deal with the change? How can employees see that they are the drivers of change who will revolutionise the business?

·       Connection: Storytelling creates empathy. It’s why journalists use case studies to bring reports full of statistics and recommendations to life – because the impact on an individual is what people remember. In politics, sharing personal anecdotes allows politicians to show they’re in touch with the concerns of everyday people. Just think of our recent election and Sir Keir Starmer talking about how his parents’ landline was cut off when he was a child because they didn’t have enough money to pay the bills. When you’re thinking about leadership comms, getting your leader to connect with employees by sharing personal anecdotes can make all the difference to how much people trust and want to follow them. 

·       Inspiration: Then there are the stories about something extraordinary happening to someone ordinary, an underdog winning or a superhuman feat of endurance.  What someone’s gone through, how they’ve battled and overcome – that’s what needs to go into things like your ‘employee of the month,’  and other people stories, to really hook people in to read it. 

·       The origin story: how did the hero become super? Why did the villain turn evil? And in business, why does your company exist? What purpose is it there to serve? And how do the people in it contribute to that?

Other elements for storytelling success:

·       Know your audience – what they like, what they’re interested in and their pain points – so you can be sure your story will be one they want to read.

·       Write in plain English – no jargon or corporate speak please.

·       Be imaginative with how you present your story. Text alone is a no no. Images, infographics and videos not only enhance the story, they make it more memorable.  And in our increasingly digital world, interactive presentations and immersive reading experiences are becoming more popular too.   

·       Make sure it technically works on its medium of distribution, whether that be a web browser on a smartphone, a tablet or a desktop computer.

Over the years we’ve seen communication transformed when clients move away from dry stats to telling the story behind those stats. Data is useful but, in internal comms, we should never forget that it’s our job to build meaningful relationships with employees.  And that’s why, in our world, storytelling will always be king.