Conveying a message is not always easy. Certainly not if you are dealing with an urgent situation or a major event.
How you reach people depends, among other things, on the attention you can draw to your story. But it is also just as important that what you say is remembered by the other person. Also in the longer term. To achieve this, storytelling is a suitable instrument.
What do we mean by storytelling?
Why do you remember certain stories and others don't make an impression? That has everything to do with the way something is told. Compare it to a history lesson where you hear a list of years and the events associated with them.
Or you listen to a teacher who passionately performs a play and brings the past tense back to life. With the latter variant you remember the facts much easier. Because you always remember laughing so much at the story being told. Or because you vividly imagined how people in the Middle Ages sat at a wooden table, with a tankard of beer in their hands while they ate a stew of turnip and onion.
When telling a story it is actually about presenting the facts in such a visual way that they come to life in the imagination of the listener. This way of transferring information makes it easier to convince people, because they can better imagine what you mean.
People think in images and stories. So they are better able to understand and remember what you want to convey if you do it with storytelling. In addition, the other person will also gain a better insight into your message. And that increases the willingness to cooperate or to carry out your request.
What is the added value of storytelling for crisis management?
Companies frequently use storytelling to promote their products. They do this by involving the consumer in the story behind the product. For example, by telling the personal story of the farmer who produces sustainably. Or by sketching a picture of the moments when a product is usable. For example, during a pleasant summer evening in an attractively lit garden, where you drink a glass of cool beer with your best friends.
Other moments when storytelling is applicable are, for example, in crisis situations. Because crisis communication also requires that you want or need to convey a message. This message must not only be convincing, but must also be remembered. You achieve this by appealing to people's emotions. There must be a relationship between the feelings of the people and the story you tell.
Companies that want to sell a product emphasize stimulating positive emotions. At issue and crisis management you focus on a realistic scenario. For example, you make people aware of dangers, but also offer a solution.
Tips to make your storytelling more effective
1. Use a metaphor (figure of speech)
When a disaster or incident occurs, in whatever form, clear communication is essential. By using a metaphor to tell your story, you make what you mean clear in a simpler way. You also make it easier for people to remember your message.
2. Bring your message to life with visual speaking
A simple statement of facts is often not enough to convince people or see the need for something. By describing situations vividly, i.e. by sketching a situation that everyone can see in front of them, your message will come across better.
For example, convince people that they should have candles and matches in their home in case the power goes out. You do this by visualizing that it is heavily cloudy during your speech. Where the street lights are off and people have to go down the stairs in the dark to go to the toilet.
3. Watch your voice
To hold attention during a speech, your story must not only appeal in terms of content. The way you deliver it is also important.
Avoid a monotonous way of speaking, so pay attention to the intonation so that the audience keeps focus on what you are saying. The volume of your voice also influences this. If you speak too softly, your attention will wane. Talking very loudly is not the solution either. People only remember the irritation about it afterwards, but not the story you told.
Furthermore, radiate self-confidence with your voice. This helps to convince others of your message.
4. Use non-verbal communication
By non-verbal communication we mean that you don't just tell the story with your voice, but with your whole body. An anecdote about a marathon becomes even more impressive when you throw your arms in the air when you say that the winner crossed the finish line exhausted but overjoyed.
By taking an active attitude while talking that matches your story, the message becomes more credible.
5. Capture the audience's imagination
As mentioned, people form their own image of a story they hear. If you want to substantiate your message and you use real images, such as photos, you can distort that image.
This causes people to adopt the given image and prevents them from forming their own ideas. That can have an adverse effect on what you want to achieve. Support with images is possible, but don't overdo it.
6. Write down only key words
To ensure that the story is and remains truly lively, it is better not to write it out completely in advance. Limit yourself to writing down key words and tell the story around them. This way you keep the dynamics going, so that the story appeals more to the imagination.
7. Take a moment of silence every now and then
Keep your audience's attention by taking regular breaks in your story. Even if the pause feels too long, your audience often does not experience it that way.
Or ask for a response from your audience in between. This breaks a monologue and keeps people's attention longer.
8. Practice, practice, practice
Storytelling is partly about distancing yourself from your hesitation and just doing it. Practicing this will help you become more proficient at it. Then it becomes increasingly easier to convince and inspire your target group with your story in every situation.
Need help with storytelling?
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