Engaging a workforce through effective storytelling

Everyone seems to be using the word storytelling to describe their work in communicating at the moment – you could be forgiven for thinking it’s some kind of fad to call what we do storytelling. After all, humans have been telling stories since the dawn of time.

But like Nick Leonard, MD at Ruder Finn points out: “Every business has a story to tell, but there’s a big leap between having a narrative and embedding it across the entire company. Done well, storytelling can be a motivating and galvanizing force, and we want to learn more about how communicators are achieving this.”

For many of us working in Internal Communication being able to not only broadcast our story but to also have people in the organisation telling the story and working by the values a story shares, is when where we measure the success of our work.

So how do you make that leap from the broadcast sharing of a story to a story that everyone shares and identifies with?

We’ve invited three internal comms professionals to share their experiences with us on 19 May at our Ask The Guru event hosted by Ruder Finn.

Kate Shaw from Nationwide, John Townsend from The Children’s Society and Krishan Lathigra from the Foreign and Commonwealth Office were each winners in the #insidestory awards 2016 and each have some great examples of how they have used storytelling in their organisations and how storytelling is a part of their organisational cultures.

Come along to find out more and join the debate. These events are small and informal so everyone has a chance to ask questions, join in and share their experience. Places are limited, so book early, and if you can’t be there in person follow along on twitter.

We plan to cover:

  • Examples of how each of the organisations on the panel has used storytelling effectively
  • Dos and don’ts of storytelling
  • Approach – why one-size-fits-all doesn’t work
  • Why is it important?
  • How can other companies use storytelling?
  • Tactics and channels – different ways to tell a story.


Huge thanks to the team at Ruder Finn who are kindly hosting this event for us in their new offices.

Ask the Guru 19 May 2016, 18.00 – 20.00





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