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How can you use storytelling to regain stakeholder trust after a crisis?

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A crisis can damage your brand reputation and erode the trust of your stakeholders, such as customers, employees, investors, and partners. How can you rebuild that trust and restore your brand image? One powerful way is to use storytelling. Storytelling is the art of crafting and delivering a compelling narrative that engages your audience and conveys your message. In this article, you will learn how to use storytelling to regain stakeholder trust after a crisis by following these four steps:

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1 Identify your audience

The first step is to identify who your stakeholders are and what they need to hear from you. Different stakeholders may have different concerns, expectations, and emotions after a crisis. For example, customers may want to know how you will compensate them or protect their data, employees may want to know how you will support them or secure their jobs, and investors may want to know how you will recover your financial performance or mitigate your risks. You need to segment your audience and tailor your stories to each group.

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Dana Duckworth ??

Nationally Recognized Public Speaker|Consultant| Culture & Engagement Strategist| Host of Hilariously Unemployed Podcast ???
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In our fast-paced world, it's tempting to swiftly move past moments of crisis without giving ourselves the essential reflection time required for true learning and growth. Embracing storytelling, however, presents a valuable opportunity. It allows us to navigate the delicate terrain of crisis management by addressing and mitigating the concerns of our stakeholders.

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Khara House, CAM, MA

Flagstaff City Councilmember, Senior Writer, Consultant & Trainer, DEI Strategist, Two-Time NAA Excellence Award Winner
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Remember that your audience is also the "hero" of your story. Rather than over focusing on what your audience will think of you, spend your time focusing on what your hero needs to overcome the crisis you are experiencing together. As you segment your audience, also consider what each hero (customer, partner, teammate, general public) truly needs to strengthen them and let them know what they need--not what you need--to "triumph through tragedy," which is the story they are living through whatever crisis you're facing together.

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2 Acknowledge the problem

The second step is to acknowledge the problem and take responsibility for it. Denying, deflecting, or downplaying the crisis will only make it worse and damage your credibility. You need to show that you understand the impact and the severity of the situation, that you empathize with your stakeholders, and that you are committed to finding a solution. You can use storytelling to express your sincerity, humility, and accountability. For example, you can share a personal story of how the crisis affected you or someone you care about, or you can share a story of how you learned from a similar mistake in the past.

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Dana Duckworth ??

Nationally Recognized Public Speaker|Consultant| Culture & Engagement Strategist| Host of Hilariously Unemployed Podcast ???
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Storytelling serves as a powerful tool to avoid the pitfall of neglecting or hastily moving past a crisis as if it never happened. Instead, it provides a structured approach to not only acknowledge the issue at hand but also to proactively address concerns. By weaving a narrative, we can offer well-thought-out solutions and reassurances that resonate with our audience, fostering understanding and trust.

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3 Communicate your actions

The third step is to communicate your actions and your progress. You need to show that you are not only sorry, but also proactive and effective in resolving the situation. You need to explain what you are doing, why you are doing it, and how it will benefit your stakeholders. You can use storytelling to illustrate your actions and outcomes, and to demonstrate your values and vision. For example, you can share a story of how you implemented a new policy or procedure, or how you helped a customer or employee who was affected by the crisis.

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Dana Duckworth ??

Nationally Recognized Public Speaker|Consultant| Culture & Engagement Strategist| Host of Hilariously Unemployed Podcast ???
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Storytelling is not just a communication strategy; it's a means to authentically engage with challenges, learn from them, and emerge stronger and more resilient.

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4 Invite feedback

The fourth step is to invite feedback and dialogue. You need to show that you are listening, learning, and improving. You need to encourage your stakeholders to share their opinions, questions, and suggestions with you, and to respond to them in a timely and respectful manner. You can use storytelling to invite feedback and collaboration, and to foster a sense of community and trust. For example, you can share a story of how you incorporated feedback into your action plan, or how you partnered with a stakeholder to create a positive change.

Using storytelling to regain stakeholder trust after a crisis is not easy, but it is possible. By following these four steps, you can craft and deliver stories that address your stakeholders' needs, convey your message, and restore your brand image.

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5 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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Jan-Paul Jeffrey

Head Marketing Asia at Spotify | Ex P&G | Ex L'Oreal | Asia's Top 50 CMO | SG PR
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After a crisis, regaining stakeholder trust is crucial. Storytelling can be a powerful tool if done right. Hero's Journey: Acknowledge the challenge Highlight the struggle Celebrate the triumph CAR Approach: Context: Explain the crisis Action: Detail steps taken Results: Share positive outcomes E.A.R. Model: Empathy: Express genuine concern Accountability: Take responsibility Restitution: Make amends Storytelling Tips: Be authentic Focus on people Be consistent Transparency is key Show progress Remember, rebuilding trust is a journey. Use these frameworks and tips to craft a compelling narrative and strengthen relationships.

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How can you use storytelling to regain stakeholder trust after a crisis?

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1 Identify your audience

2 Acknowledge the problem

3 Communicate your actions

4 Invite feedback

5 Here’s what else to consider

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How can you use storytelling to regain stakeholder trust after a crisis?

1

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5

1 Identify your audience

2 Acknowledge the problem

3 Communicate your actions

4 Invite feedback

5 Here’s what else to consider

Brand Management

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