Hard times are a given and if I were to venture a guess, I’d bet you’ve gone through some of your own—whether personal or professional. My only hope is that you’re not in the midst of one right now. But, because we live in such an intimately connected world, I know several people who are currently struggling. For some, it’s dealing with the devastation of losing a loved one or watching someone they love deal with a relentless disease—or even fighting the cancer demon themselves. For others, it’s dealing with the stress of change—a job loss, divorce or other significant life event.
In the business world, many of the same stressors can come into play. I often feel that reading the business section each day is eerily similar to reading the obituaries. Companies shutting down plants, filing for bankruptcy, laying off employees and even closing all together seem to be common storylines. Some industries are struggling to stay afloat amidst some of the most challenging market conditions seen in decades. The trickle down is that companies supporting those industries must make hard decisions in order to weather these hard times.
As a communications consulting agency, we hear from companies at all stages—from managing significant positive growth to winding down after many decades in business. While we wish there were many more joyous stories of success, the reality is that for some companies, it is a ‘change or be changed’ era and they are on the hook to communicate often and well with their stakeholders—employees, investors, the media and others. They need help telling their story—that’s where we come in.
History shows that not all stories are full of sunshine and roses. There are storms that must be navigated, and challenges that must be overcome, but in the end, there is always some lesson, moral or takeaway—something that gives hope, closure or even sets the stage for rebirth.
When telling business stories, authenticity is key and the best way to be authentic is to draw on past life experiences as inspiration. I recently read an article in Harvard Business Review from 2003 that is still apropos today. In it, the person being interviewed (an award-winning screenwriter and director) shared his thoughts on how stories move people. The quote that struck me was simple, yet powerful: “People are not inspired to act by reason alone.” Think about that. Most of what we see companies send out in press releases and other communications is mostly data-filled corporate-speak infused with some business jargon and hard to identity abbreviations. It often states a position or announcement and justifies it with data and contrived quotes. Am I right?
The problem with this approach is that it’s nearly impossible to find many people who believe what they read in advertisements, press releases and other materials. Most sense it is simply a one-sided tool with self-serving motives. They are probably right. The reality is that people follow who they believe.
Now, we aren’t suggesting companies are to be distrusted in general. What we are saying is that company executives and leadership should consider uniting their idea with an emotion and do so via a story. The best way to earn trust is to be open and authentic. So, what is the best way to go about this? Below are a few ideas…
- Instead of simply sharing information, think through what you want the takeaway to be. What do you want your audience to feel once they read or hear your news? And, what do you want them to do?
- Then, dig deep to find a personal or professional story as an analogy to what your company is experiencing now. Share what the challenge was, how you felt and what you learned once it was over. By doing so, you are moving from the stage with nameless, blurred out faces in front of you to the break room where real conversations are happening. You’re changing the dynamic and inviting your audience to join you on the journey—however difficult it may be.
- Pledge to keep an open dialogue and stick to it. Share milestones along the way and work towards the outcome you’d set out to accomplish.
- Check in with your audience regularly. What is the temperature? Do you have a simmering pot or a blaring teakettle? Take the appropriate steps to engage your audience and address concerns before they become significant issues.
- In most stories, there is a hero of some sort. Resist the urge to make yourself the hero and make your audience or employees the hero of the story as much as possible.
If your company has a story to tell—even a difficult one—contact us. We can help you identify the story moral (or takeaway) and tell it in such a way that it will resonate with those who need to see, hear and experience it.
Or, download a copy of Tales Worth Telling: How the ageless power of stories delivers business success.
___________
Hollie Geitner is vice president, client services for WordWrite Communications. You can find her on Twitter @JustHollieG
Photo credit: 6thsocialstudiesmcginty.blogspot.com
