The power of authentic storytelling in Corporate Affairs and Communications

Storytelling is in our DNA.

It triggers physiological responses within us.

So, what does this mean for anyone involved in Corporate Affairs and Communications?

Effective communication is pivotal in shaping an organisation's reputation and fostering meaningful connections with stakeholders.

There are few tools more potent in achieving these objectives than storytelling.

Yeah, yeah ... I own a business named Story of My Life Journal, so of course I'm a fan of stories - but hear me out.

Far more than just relaying information, storytelling captivates, inspires, and forges emotional connections with audiences, making it an indispensable asset - especially in the worlds of Corporate Affairs and Communications.

Stories as a cultural universal

I know, we live in a world of TLDR (insert eye-roll), but I remain a disciple of the Simon Sinek school of thought that understanding the 'why' behind anything is one of the most powerful levers of motivation.

So, in that vein, it's important to understand the origins of stories and their power.

Throughout human history, storytelling has been an intrinsic part of every culture and civilisation .

From ancient oral traditions to modern digital platforms, stories have served as vehicles for passing down knowledge, preserving customs, and instilling values.

One of the most important questions to ask in that case is, "Why?"

Nothing that exists within us exists without reason; it's developed out of an evolutionary necessity to our survival.

So, in that regard, why are people naturally drawn to stories, regardless of their cultural background?

Research confirms storytelling has a physiological impact on the brain .

When people listen to compelling stories, their brains release oxytocin, often referred to as the "bonding hormone."

This leads to increased feelings of trust and empathy towards both the storyteller and the narrative.

I absolutely don't want this to come across as deceptive.

This is NOT a guide on how to manipulate people like a sociopath; it's instead designed to help us understand why stories are so powerful in communicating.

And the physiological impact is a key reason as to why storytelling serves as an effective means of cultivating trust and building strong emotional connections with stakeholders.?

Why storytelling is inherently influential

This is the part that I love.

Maybe it's just because I geek-out at understanding the 'why' behind how life works, but the simple fact is that evolutionary biology dictates that any characteristic that exists within us does so as a mechanism for our survival.

So, if we have a physiological impact to stories, that means there must be an evolutionary reason for it.

What is it about stories that prompts a response? What is it that we get from them that is crucial to our survival?

The answer is 'information'.

Think about the last time you caught up with friends and what it was you talked about; unless you're really fun at parties (read: sarcasm), chances are you didn't run through every uneventful, factual instance that took place since you last saw those friends.

Instead, you focus on the events of interest.

But what makes them interesting?

That's kind of the point - you don't know; you don't know why an occurrence in your life is interesting, but you know for certain it's interesting.

And that, right there, is the essence of the power of stories.

When we were roaming the savannah and escaped a lion to safety, we knew that was an event worth telling, so we told it, without really knowing why.

The reason why was information; we were sharing amongst the group information on 'how not to die'.

But given 'how not to die' is so infinitely complex with infinite scenarios, we instead need to dramatise the examples through metaphor, to cover a vast array of situations with one tail.

And, thus, stories were born.

We use stories to convey, through metaphor, information on how to not die, how to live, and how to thrive.

And THAT is why we are so incredibly influenced by stories and narratives.

That is why marketers can have queues winding hundreds of metres for the latest iPhone, or why people in 1977 exited the cinema having watched Star Wars, only to join the end of the line again.

Stories speak to us at a level that is engrained in our DNA.

We can't necessarily articulate why Batman is the 'good guy', but if you asked us to 'act as Batman', we absolutely could.

That is because the power of metaphor and story is far more archaic, far more engrained in our essence than the ability to unpack dramatization.

Stories have a unique ability to humanise complex messages - including corporate messages - through relatable characters, experiences, and narratives, by creating tangible and accessible contexts for abstract concepts.

Storytelling in times of crisis and issues management

I again want to stress the point that this is not about manipulation.

I take a values-based approach to anything I do in life, especially in my work, and my key values are honesty, transparency, fairness, and integrity.

What I'm talking about in this article is why and how storytelling is so effective and powerful in conveying messages - and, in any world I'm involved in, those messages are honest, transparent, fair, and conveyed with integrity.

During times of crisis, storytelling becomes an invaluable tool for effective communication and issues management.

Employing stories helps demonstrate empathy, resilience, and transparency, supporting companies in navigating challenging situations, while maintaining stakeholders' trust and confidence.

When faced with uncertainty, stakeholders - from customers, members, the community, government, colleagues ... whoever - seek reassurance and clear communication, which storytelling can provide.

Authentic and transparent narratives can guide stakeholders through crises and mitigate reputational damage.

The key, however, is authenticity and 'information'.

Remember what we discussed above: storytelling initiates physiological responses within us due to our use of them to transmit information for survival.

That is why, when someone tells a compelling story, we lock in and hyper-focus like they're the only person who exists in the world.

However, if someone waffles, appears unconfident, or comes across as untrustworthy because they dodge a question (politicians, anyone?), we will subconsciously switch off immediately, because we know - deep down - that there is no value to us in what is being conveyed.

That is why authenticity and integrity is key.

You don't have to give away your company's secrets, but you DO need to provide value and be honest to the extent you can.

Storytelling can humanise an organisation's response to crises and demonstrate a commitment to resolution, thereby positively influencing stakeholders' perceptions and actions.

Building employee engagement through storytelling

Storytelling's influence extends beyond external stakeholders; the physiological responses are equally powerful in shaping internal communications and fostering a strong corporate culture.

By employing stories to inspire, motivate, and align employees with a company's mission and values, or the rationale behind a change project, organisations can create a sense of purpose and pride among their workforce.?

Well-crafted stories can nurture a shared sense of identity within the organisation, promoting a cohesive and engaged workforce.

We talked about stories being an innate human universal because of the information they convey through metaphor, but the information they convey then needs to speak to other universal human needs.

One of the most powerful when it comes to internal stakeholders is 'community', or a sense of belonging.

Stories can help convey why and how change - or an event, or anything - is needed and important to bring people closer together, helping to foster inclusivity and a positive work environment.

Storytelling with authenticity

Storytelling is at our heart.

It's literally engrained in our DNA.

It stands as an indispensable tool that transcends cultural barriers and that enables us to employ it to help us convey our messages to stakeholders, influencing perceptions and actions.

Utilising the power of storytelling, organisations can protect and enhance their brand image, reassure stakeholders during crises, and cultivate a strong corporate culture.

The ability of storytelling to evoke trust, empathy, and understanding ensures that narratives resonate deeply with stakeholders and drive meaningful results.