Next practices Part II: Telling Your Story Well

pay essay school Reputation is built on trust. Brands are built on relationships. gene therapy research paper . 

cline phd thesis Transparency and candor foster both trust and positive relationships. homework help dividing decimals . 

research paper writers These simple statements probably have always been true, and they most certainly are true today in an era defined by the signature line from the cluetrain manifesto: “Markets are conversations.”

quand le cialis ne fait plus rien And yet most media training sessions still focus the spokesperson laser-like on predetermined key messages. That’s a throwback to a rapidly fading time when companies shouted out their brand messages to their customers in the belief that “Markets are monologues; we’re doing the talking and you’ll do the listening.”

fsf copyright assignment That’s so Twentieth Century.
. thesis of master degree In my last post I touched upon the necessary evolution in media training from a rigid adherence on key messages to a more engaging telling of your story. Today I want to explain that thought a bit further.

how to access research papers for free . college writing

thesis google custom search widget “Story telling” is not about fabricating a fairy tale that glosses over inconvenient truths (to borrow a certain former vice president’s phrase). Just the opposite actually. Telling your story well encompasses candor and transparency – with devastating effectiveness because it steals the thunder of your critics. Take the high ground and stay there. Let the critics mire in the gutter. abstract history dissertation . How does an effective spokesperson tell a story well? .

  • You begin from a rock-solid, personal understanding of the issue at hand. It’s easy to tell the story because you have lived it.
  • The story is brief. Hit the main points and sum up with a clearly stated conclusion (that will make sense by itself if your comments get edited down to a soundbite). Your story should more closely resemble a parable from the New Testament than a chapter of War and Peace.
  • Speak from your convictions. Show appropriate emotions but anchor them in a solid understanding of the facts.
  • Remember that it’s a conversation – with your customers. Speak to your interviewer but address your customers. What is their chief concern? What part of the story isn’t getting through? You may even ask a question yourself rhetorically to give you the opportunity to address a key point: “… and so we didn’t discover the weakness in the part until last week. But our customers might be wondering, ‘Is my car safe to drive?’ And I’d tell them that their car’s safety has not been compromised. We have no reports of any accidents due to this issue; we are voluntarily recalling the vehicles simply to avoid any potential dissatisfaction from our customers.”
  • Against the backdrop of your respectful, intelligent conversation with your customers, the shrill attacking voice of your critics will get less sympathy and will often be tuned out altogether – if you are telling a complete and compelling story. (Note: these techniques will not be effective in an ambush interview by a “gotcha” broadcast journalist. That situation is best diffused with a simple expression of your key message followed by “Please excuse me … I have nothing more to say …Now you’re just being rude,” as you exit as gracefully as possible.) dissertation verlag . graduate level research papers - Jon Harmon


  1. Julie McConnell says:

    click here Well said! I think the importance of having a thorough understanding of the issue at hand cannot be overstated. So many times it seems that we are caught up in the frenzy of a crisis, where we operate in “rush mode” and don’t take the time to really understand the situation we are faced with and the impact it has on our customers. A crisis is no time to half-heartedly do our job; instead it is a time to put our full efforts into what we are doing, because the impact of our work is immense, both for our company and for our customers.

  2. Tom Harter says: In our world where everything is 24/7 and people do not have the time to listen completely let alone read entire articles in newspapers, your comments hit home for our society. Having time is so 20th century, who really has that much free time anymore?
    With this in mind, the idea of effective storytelling has gone by the wayside. This has implications for public relations practitioners as well. What effective storytelling means in terms of public relations is sending the CORRECT and INTENDED message to the audience, and doing so in the most effective manner.
    This can be crucial in dealing with crisis situations. Be short, to the point and prepared to end the questioning with, “Please excuse me…I have nothing more to say…Now you’re just being rude.”
    As you stated, reputation is built on trust, and the easiest way to do become trustworthy is to be more transparent. Businesses need to consider this to improve their individual reputations, or the business world will become more and more shady in the eyes of the public.