The Power of Storytelling and How Dukes Can Use It

Photo Courtesy of Meg Rooney

Normally, we think of communication as sharing information, however stories are what stick with us and make us feel something. In public relations, it’s important to accurately state facts and data, but storytelling is what transforms that information into meaningful communication to bridge the gap between companies and stakeholders. For JMU students, mastering the art of storytelling can take their communication to the next level and help them share their experiences with a sense of genuineness. 

What is Storytelling?

Storytelling is sharing a message with heart. Rather than presenting the facts in a bland a way, we use a story to engage the audience in the data, making it relatable and convincing people to care about the content. This format allows the storyteller to focus on the audience of the message and cater it towards them. Using emotion and real-life impact connects with the stakeholders and allows them to have a personal stake in the message. 

Creating an Effective Story 

Crafting a story isn’t just about sharing what happened, it’s about how its told and why it matters. In today’s day and age, people want more than to just be told the facts, they want to be touched and feel emotion from messages. To start, focus on a clear idea or message, even something simple and imagine what you want the audience to take away from it. Next, make it personal, the most engaging stories are centered around people, what they felt or experienced and how it changed them. It’s helps to include a challenge that shows an overcoming of odds. Finally, a story should leave an impact, show why it matters. Make the ending complete the circle while keeping the audience asking for more. 

A good story can be simple or complex, when you focus on being genuine and intentional with the message audiences will resonate with it.

How Dukes Can Use Storytelling 

There are endless opportunities for JMU students to use storytelling, both personally and professionally. As a student they can share their own experiences, accomplishments or downfalls throughout their lives. By using storytelling, Dukes can turn normal moments from their life into meaningful messages that hold lasting impacts.