Tag Archives: story-telling

Corporate stories – where’s the drama?

Good stories have drama and drama comes to life in the action between characters. If the last corporate story you read was more fact sheet than blockbuster it was likely missing the vital personalities and perspectives needed to elevate it beyond corporate reflection.

Graphic showing how to build drama into corporate stories

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Common pitfalls in story telling

Following my last blog on bridging the gap between good and great stories, inspired by a series of four short videos by Ira Glass, in the final part, ‘On Two Common Pitfalls‘ Ira points out a couple of pitfalls to watch for:

  • Pitfall 1 – you feel you need to sound like other presenters
  • Pitfall 2 – you focus solely on one perspective and lose the drama

There’s a tendency to take on ‘reporter voice’, mimic the intonation, build the same peaks and troughs of speech, and in the process your own voice gets lost. Audiences like individuals, and the more you put of yourself into your piece, the more you’ll give them to connect with.

Corporate ‘tone of voice’ or your own?

This rings true in the corporate world where there’s often a ‘house style’ or a corporate ‘tone of voice’. This works great for official communications like annual reports, thought leadership pieces, white papers and fact sheets, but when it comes to story telling, it’s your personal perspectives that create the engagement. If you report the facts alone, you’ll sounds like a fact sheet. If you only provide your opinion, you’ll come across as self-absorbed and the purpose of your story will get lost. You need to find a balance between these two to engage your audience and deliver the purpose of your story.

You need characters to create drama

Ira reflects that even if you’re producing a first person story documenting experience, what’s interesting is not just your take on things, it’s seeing how you interact with other people; seeing other people through your eyes seeing what you deal with – otherwise there’s no drama. You need all the things that happen between people. It’s not going to work if there’s too much of you and not enough of the other people, and it’s not going to work if there’s too much of the other people and not enough of you, because there’s not enough characters to make a drama.

How do you balance corporate reporting and personal perspectives?

Think about your last corporate story – how much was setting the scene, reporting the facts and concluding with the outcome? Did you mention how you felt? Did you recall your interactions with anyone else? If you’re not including other characters and creating some drama, you’re not really telling a story, you’re just recalling an experience.

My take outs

  1. Don’t lose your own voice amidst the corporate house style – one size does not fit all communications.
  2. Good stories have drama, drama needs action, and action needs characters – ensure your stories have the drama that creates the engagement.
  3. Balance your content between your subject and your perspective, all subject will read like a fact sheet, all perspective will sound like a soliloquy, both approaches will lessen your reader’s attention.

Think about the last corporate story you read – on a scale of ‘corporate fact sheet and business blockbuster’ where did it sit?

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How to bridge the gap from good to great corporate stories.

Not every corporate story you write will merit a Pulitzer, but focusing on what you love in your writing, producing in volume and not letting reader stats distract you from your course will steer you towards your best work.

StoryGoodToGreat

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Trust that you have good taste

Following my last blog on balancing time between story selection and story production, inspired by a series of four short videos by Ira Glass, in Part 3 – On Good Taste Ira observes that you get into something because you love it, you have taste, but to expect that for a lot of your early work, your output won’t match your ambition or reflect your taste very often. But you’ll know that gap – and you must continue to produce and the quality will come.

Focus on what you love

In corporate story telling, you may have limited choice on your content, your medium or your writing deadlines. Try to find an element that you love, and hone your story telling skills around that. It might be your ‘voice’, it might be the format you work in, it might be a content specialism. Try to identify the essence of what you enjoy in your writing – and your reader will likely ‘hear’ that too.

Keep viewers’ feedback in perspective

Views and likes are great, comments are better, but keep them in context and critique your own work. Look at the work of other writers and ask yourself what it is in their writing that appeals to you, and see if you’re using the technique in your own work.

Start now – and keep on writing

One of Ira’s key points is that you mustn’t let your own critical eye dissuade you from writing, it’s only in producing a body of work that you’ll create material that you truly feel reflects you. If you stop at the first hurdle – you’ll never know. Many employees have a sense that everything they write has to be Pulitzer worthy, it makes them nervous, and they dabble only as far as comments and status updates, likes, or don’t join in at all. Take a leap of faith and ‘publish and be damned’.

My take outs

  1. Amongst all of your corporate content and obligations, find what you love in each piece and let that be your focus.
  2. Audience feedback is great, but write first for yourself – your audience will appreciate it more.
  3. Every article won’t win a Pulitzer – it’s not supposed to – so ‘publish and be damned’.

Have you found a foreboding sense of corporate writing perfection has prevented you from publishing or felt constrained to venture only as far as reading, liking and commenting?

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