Why use storytelling in corporate communications?
In this day and age, about 87% of people are literate around the world. Up until the 1980s, however, most people couldn’t read or write… which begs the question: how did people communicate? For most of human history, which spans around 350,000 years, humans communicated through stories to preserve history, culture, and knowledge. As a result, our brains have become wired for stories, because stories were essential for passing information from one generation to the next.
Even our brain chemistry has adapted for storytelling. When we hear a story, our brains release chemicals like cortisol, dopamine, and oxytocin, which help with engagement, connection, and memory. This is what makes storytelling so useful and effective in the communications industry.
What does it do in business comms?
Firstly, storytelling drives deeper connections and enhances the experience of key messages. It cuts through the noise, captures attention, and motivates people by illustrating purpose rather than just transactional details. It’s a powerful tool for meaning-making, helping to simplify complex ideas and facilitating learning through the exchange of ideas and perspectives.
This means storytelling has business value, as it helps to drive business strategy and change. It helps people understand the ‘why’ behind your organisation’s strategy, increasing the likelihood of its success while creating a connection to purpose. In short, people remember stories, not bullet points.
How do we use storytelling?
Step 1: Get clear on your objectives
As with any communication, clarity on your objectives is crucial. Determine what you want people to know, feel, and do as a result of your story. This clarity will help you craft a story with purpose, driving strategy or change effectively. Make sure you have the right end goal in mind before you start your story, as it can reduce the likelihood of you veering into unrelated territory.
Step 2: Pick a type of story
Choosing the right type of story can make storytelling easier and more impactful. Here are four types you can use:
Hypotheticals: These stories often start with “imagine if…” and are great for painting a picture of the future, illustrating your vision.
Classic (Hero, Villain, Victim): Useful for making a compelling case for why your strategy or change is needed.
Analogies: Comparing your situation to another familiar scenario helps illustrate your point.
Personal Experiences: Sharing personal stories, within appropriate boundaries, can connect you with your audience on a human level.
Step 3: Choose a formula
A good structure helps your story resonate. There are many formulas out there, such as the Pixar story spine, the StoryBrand Framework, and Nancy Duarte’s “what is / what could be” structure.
Here’s our simple five-step formula we use at HMC:
Start the story: Transport your audience’s imagination to the scene.
Describe feelings or thoughts: Share how the situation made you feel or think.
Relate to your topic: Connect the story to your main message.
Present evidence: Provide logical reasons or evidence supporting your message.
Finish the story: Circle back and close the narrative.
Storytelling has a place in all communications - even the formal messages, because every piece of comms has to tell a story from start to finish. However, how you present your story, and how well you polish it can be the difference between an efficient and well-rounded comms, versus one that doesn’t hit the mark. Take the time to plan your comms, keep it logically flowing and tell the story!
