The role of research in storytelling. Storytelling: bringing your communications to life, seminar, 22 January 2015

The role of research in storytelling

CharityComms Storytelling Seminar

Jo Graham, January 22 2015

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• Is the sample robust?

• Are the questions appropriate?

o Clear and easy to follow

o Jargon free

o Audience friendly language

o Not leading

What are the key ingredients for storytelling?

It starts at the very beginning; a very good place to start

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• No right or wrong way to analyse data (whether numbers or words) but it should be:

o Balanced

o Rigorous, thorough, methodical and systematic

o Transparent and accessible to others

• Identify themes and sub themes and differences/similarities between different audiences

• Substantiate ideas with the data and quotes that support it

Continues through to the analysis . . .

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• Double check figures

• Sense check findings – would participants be happy to be represented this way?

• Refer back to your research objectives or the research team who carried out the research

Apply some checks and balances

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• Visual, presenting data in different ways, brevity

• Articulate the story in a nutshell at the beginning of the presentation

• And don’t mess with the classics!

The final ingredient - building and presenting the story

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What might get in the way of telling a good story?

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Running out of time

Drowning in information

Complexity

Boring!

What can improve success? Consider the audience and be a presentation superhero!

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Needs of the audience

Confidence

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Seminar

22 January 2015

London

#charitystorytelling

Storytelling:bringing your

communications to life

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