Sharing Stories

As a cub reporter for a weekly newspaper in Brookings, Oregon in the mid-70s, I would regularly contribute ideas in editorial meetings to determine news coverage for the upcoming edition. Invariably, my editor -- an ink-stained wretch from the “man bites dog” school of journalism -- would ask: “But where is the story here?”

He was right, of course. Storytelling is what makes the world go ‘round. Or as former NBC anchor Tom Brokaw said: “It’s all storytelling, you know. That’s what journalism is all about.” Indeed, the ability to strategically connect with an audience through storytelling is an essential skill for communicators of all stripes.

Thus, this year’s PDX Communicators Conference -- sponsored by the Public Relations Society of America and the International Association of Business Communicators -- focused on “Storytelling. Storymaking. Storydoing.” The annual event, held in downtown Portland (above) on Wednesday, May 7, attracted nearly 350 professionals.

The event’s subtitle captured the essence of the conference: “Everyone has a story to tell. You’re remembered by how you tell it.” Keynote speakers and breakout sessions spotlighted techniques for telling stories for companies and clients across both traditional and digital media platforms in ways that will be memorable.

Keynoters included: James T. Olson, Global Corporate Communications and Americas Public Affairs for Starbucks; Jim Signorelli, Author of “StoryBranding” and CEO of ESW StoryLab, a Chicago-based marketing firm; and Nancy Duarte, CEO of Duarte, Inc. and author of “The HBR Guide to Persuasive Presentations.”

Olson (above), who will co-chair the 2014 PRSA International Conference in Washington. D.C. in October, noted that “storytelling is the common thread in what we do as communicators.” The best way to communicate with constituents is to tell “hand-crafted stories” about products and services “through the lens of humanity.”

Storytelling, said Signorelli (above), “is about connection with the heart, spirit and soul.” When thinking about how to communicate your brand, it’s “not just a matter of how to tell your story, but how to become the story.” The story can rub off on a brand -- storybranding -- with values that resonate with a target audience.

Breakout session speaker, Melissa Havel, Executive Vice-President for Waggener Edstrom Worldwide, said that “stories are experiences that can lead to word-of-mouth communications, creating an environment for people to pass along your story. Think about all the channels available and create a reason for people to care.”

The "nugget o' the day” for those in attendance came from Olson: “It’s all about the humanity in storytelling. People forget facts, but they remember stories.” Plus, it's always nice to return to my hometown (below, at the Portland Art Museum). That's a fact.