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What are common pitfalls and challenges of corporate storytelling and how do you overcome them?

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Corporate storytelling is a powerful way to engage your audience, convey your values and vision, and inspire action. But it also comes with some pitfalls and challenges that can undermine your message, confuse your listeners, or damage your reputation. In this article, you'll find some common mistakes and obstacles of corporate storytelling and how you can overcome them with some practical tips and strategies.

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1 Lack of clarity

One of the most common pitfalls of corporate storytelling is a lack of clarity. If your story is too vague, complex, or irrelevant, you risk losing your audience's attention and trust. To avoid this, make sure to develop a clear purpose, audience, and message for your story. What do you want to achieve with your story? Who are you telling it to? What is the main point you want to convey? Answering these questions will help you craft a story that is focused, relevant, and compelling.

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Nicolle Robles

Director, Communications at Reworld
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Always start with your audience first. Who are you communicating to with this asset? Then, what is the point you are trying to get across? Don't space out your intended audience with word salads and overly complicated writing.

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Lesley Woods

Military Media & Communications Officer | Keynote Speaker | Bulletproof Storytelling: Inspiring others to own their story through courageous communication
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It might be your story you’re sharing, but don’t make it all about you. Readers and listeners need to be able see and hear themselves in your story. First, bring it to life so that they feel like they are there with you. Paint a vivid picture that’s easy to see. Then share an actionable learning point. Don’t just ‘spin a dit’ as we say in the military-what learning point can you offer up that might be of use to them?

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2 Lack of authenticity

If your story is not aligned with your values, culture, or reality, you risk creating a disconnect between your words and actions, or worse, being exposed as a liar. Avoid this fault by making sure that you tell stories that are true, consistent, and credible. Don't exaggerate, fabricate, or plagiarize your stories. Don't tell stories that contradict your mission or vision or that are outdated or have the potential to be misleading. Instead, opt for stories that clearly reflect your identity and achievements.

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3 Lack of emotion

If your story is too dry or technical, the audience will fail to connect on an emotional level, which is essential for building trust. Win your audience over and capture their emotions by telling engaging and relatable stories. Use sensory details, vivid language, and anecdotes to bring your story to life. Don't be afraid to use humor or suspense to keep them interested. And above all, don't forget to use empathy, values, and emotions to appeal to your audience's feelings.

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Lori Stafford-Thomas

Communications & Marketing Executive | Strategic Storyteller | Former TV Anchor | Lover of Creativity & Writing | Forbes Communications Council Member | Women on the Move Leadership Team
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I find this a lot when companies try to be too complex in the problems or challenges they are solving. People remember the emotion - how you made them feel - so much more than the technical jargon. You need to back up the emotion with data but you have to grab their attention first with emotion.

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Nicolle Robles

Director, Communications at Reworld
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As stated above, "boring" and over technical language is a pitfall for many industries. Dense topics call for storytelling tools such as visuals, gbooks, infographics and videos are more engaging than paragraphs on a white page. Also, remember that for the most part, outside of a scholarly journal, your audience is at the 101 level and not the 401.

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4 Lack of structure

If a story is too long, or confusing, there is the risk of losing an audience's interest and understanding. Avoid this by telling stories that have a clear beginning, middle, and end and follow the classic story arc of exposition, rising action, climax, falling action, and resolution. Use transitions, signposts, and summaries to guide your audience through your story. Additionally, try using repetition, contrast, and a call to action to reinforce your message.

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Richie MacTaggart

Communications Consultant | Strategic Communications, Marketing, Content Development
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The article doesn't have a personalised style - it seems more like a text-based example of painting-by-numbers! Starting every section with 'Another common pitfall...', along with 'To avoid this...' and 'Use... (with a list of examples)' adds to the feeling it's an AI-generated article and not one with any real depth, emotion or understanding of the subject matter. AI has its place, but it's not a shortcut to producing something that the reader will either care about or believes in. And, in the end, this will damage a brand rather than enhance it. For the time being, there's no substitute for using professional storytellers.

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5 Lack of feedback

If you don't test, measure, or improve your stories, you risk missing out on valuable insights, opportunities, and improvements. Instead of going it alone, seek feedback from your audience, peers, and experts regularly. Ask for their opinions and suggestions on your stories. You can also use surveys, polls, analytics, and metrics to assess the impact and effectiveness of your stories. All of these measures can help you further refine, adapt, and optimize your stories.

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6 Lack of diversity

If you only tell stories from one perspective, one culture, or one group, you risk alienating your audience. Steer clear of ostracizing your audience by telling stories that are inclusive, respectful, and representative. Seek out stories from different voices and backgrounds, and acknowledge and address the diversity of your audience.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Joshua Brett

Strategic Communications | Public Relations | Media Relations | Issues and Reputation Management | Manager @ AmeriHealth Caritas
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Another challenge is lack of strategy. What are you trying to accomplish by telling the story? Where do you want the company to be? How do you want to be known in the marketplace? These fundamental questions need to be clearly answered before you can craft an effective story. If you try to wing it with your story just to check a box, you’re not likely to get what you need out of it.

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Julia Angelen Joy

?Corporate Communications Director | PR & Media Relations Rebel | DEI Advocate | ESG Enthusiast | PhD in Social Media Snark | Occasional Consultant | Animal Print Aficionado | Driver of The Difficult Conversations?
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One more to consider: lack of fun. Formally-written-legal-approval corporate speak is not engaging anyone. You have to get comfortable having real conversations, with real people to develop and deliver interesting stories.

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Martin Evans

?? Presentation Skills ?? Media Training ?? Crisis Communication ?? Team and leadership development on influence and impact ?? Communication planning?? Negotiation and Persuasion
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I agree with Ritchie MacTaggart. Storytelling is about being authentic, capturing the essential emotion and using empathetic phrasing. This article doesn't do that......I suppose it is a computer being authentic...well that's how it come across.

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What are common pitfalls and challenges of corporate storytelling and how do you overcome them?

1

2

3

4

5

6

7

1 Lack of clarity

2 Lack of authenticity

3 Lack of emotion

4 Lack of structure

5 Lack of feedback

6 Lack of diversity

7 Here’s what else to consider

Corporate Communications

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What are common pitfalls and challenges of corporate storytelling and how do you overcome them?

1

2

3

4

5

6

7

1 Lack of clarity

2 Lack of authenticity

3 Lack of emotion

4 Lack of structure

5 Lack of feedback

6 Lack of diversity

7 Here’s what else to consider

Corporate Communications

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