It is all about connecting to your audiences…your constituency bases. Stories create identity between and organization and those who have the greatest potential to engage.
Stories are finite, clear, concise messages that uncover the layers of information that give the audience the true perspective of an organization. These stories are not one-dimensional, there are two streams of consciousness within one story: the facts (subject) and the supplementary position that brings color to the facts.
It is easy to pick broad general ideas to write about; but the stories that people connect with are the ones that people will share (repeat). So how do organizations find and create stories that are repeatable? They must first understand their brand and the umbrella message. This is the rhetorical position that shapes the messages and how the layers of information are organized.
So what are the stories within organizations where people will connect? Hmm…people. People connect with stories about people. People are the faces of an organization. Each person has specific stories how they help shape, support, and build the foundation of an organization. People tell their stories best. People have layers of stories, ones that are connected by the “red-string” that represents the brand of the organization.
Use frequency when telling these stories. Find the people that have stories that change a view-point, raise someone’s’ awareness, or reveal a new idea…and tell those stories. Tell them on a regular basis. Identify the layers of the stories and use those layers as the frequency. Each time you tell a story, peel away one more layer…one more piece of the bigger story. As one more piece is revealed and each micro story is told…the audience gains a bigger insight into the “red-string”.
Think of it this way…if you use Twitter or Facebook, you are making regular posts or status updates. Those are the micro-stories about you; and ‘your personality’ is the red-string. The more you post, the more you connect, the more your audience gains insight to who you are and your personality. People begin to peel back the layers into you and your daily context. Use the same approach when telling and delivering stories. Give people little stories frequently, ones that peel back the layers and allow the audience to see the bigger idea. Do it frequently and efficiently.
The more stories you tell, your more layers you reveal, the more the red-string is reveal…which is the heart (or the core) of the bigger story.