When stakeholders cannot be found in your story

If you are a business professional reading my blog, I am sure that Social Media advocates have told already that one of the main reason to use Social Media in your corporate communications is that: ‘because if you don’t …, people won’t find you’.

Let me do the same for Storytelling, explaining why you should use storytelling patterns in your communications by showing your the alternative – the contrary – scenario: What happens if you don’t use Storytelling communication patters in modern day communications? Well, your story doesn’t get heard effectively. Here is the example.

Just before Christmas my husband came home from a business trip to the UK and brought with him the Daily Express. ‘Honey’, he said, ‘there is an interesting article for you to read’, and he showed me the article ‘Families shrink as women put careers before children.’ Funny, I thought, should it not be ‘Families shrink as parents (!) put careers before children’? Surely, it cannot be that in the  work-society-family discussion the European woman is solemnly held responsible for a decline in birth rate? I am afraid that nature has decided that man play a role in this story too, a big one! However, in this article, one of the key players in this social complexity – the man – is not found.

So, the morale of my blog today is that it is key to any piece of information that everyone who is involved in the issue or complexity at stake, your target audience, has a role to play. Because, the ones who are not present in your ‘play’, cannot be found and will – therefore – not get your message and follow your lead. 

At most, they may pass on the information and help your brand awareness, which is ok if you are satisfied with the second best “Honey, this is for you”-scenario for your corporate communications. But I think you could do better as a leader and communicator, don’t you?

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