The Art of Storytelling

The Art of Storytelling

Today, I am thrilled to delve into a subject that has long been cherished and revered throughout human history: the art of storytelling. Just like the captivating narratives that have been passed down from generation to generation, storytelling continues to weave its magic in modern-day contexts, including the realm of internal communications.

In this email, we will explore the myriad ways storytelling can enrich our internal communications strategy. From conveying company values with unwavering passion to humanizing complex ideas through relatable characters, storytelling has the uncanny ability to ignite enthusiasm, boost engagement, and foster a stronger sense of purpose among our workforce.

So, let us embark on this journey together as we uncover the secrets behind the art of storytelling and discover how it can transform our internal communications, forging an unbreakable bond among all members of our organiations.

ONCE UPON AN …Internal Comms campaign

Storytelling in internal communications is an art that engages employees and fosters a positive work environment. Here are some tips to do it effectively:

  1. Know your audience: Understand their interests and preferences.
  2. Be authentic: Use real-life examples to build trust.
  3. Keep it concise: Avoid unnecessary details to maintain engagement.
  4. Use visuals: Complement stories with images or videos.
  5. Explore different channels: Use various mediums to deliver your stories.
  6. Encourage two-way communication: Invite employees to share their own stories for a sense of community.

Tips to Improve Your Storytelling

  1. Founding Story: Share how the company started and its values.
  2. Employee Success: Feature outstanding achievements of employees.
  3. Customer Impact: Narrate stories of satisfied customers.
  4. Change Management: Highlight successful adaptations during change.
  5. Community Involvement: Showcase charitable initiatives.
  6. Career Journeys: Illustrate employee growth opportunities.
  7. Team Building: Inspire collaboration and goal achievement.

Innovation: Share innovative ideas and problem-solving.

Core Values – Just words?

Core values are vital in internal communications because they:

  1. Foster cultural alignment and shared identity among employees.
  2. Guide decision-making and promote integrity.
  3. Inspire and motivate employees with meaningful stories.
  4. Increase employee engagement and retention.
  5. Build trust and transparency within the organisation.
  6. Provide a stable foundation during times of change.
  7. Impact customer experience and reputation positively.

Overall, core values strengthen the organisation’s culture, drive success, and create a united and purpose-driven workforce.


Personal Core Values are just as important, why?

  • Guidance in Decision Making: They act as a compass for making choices aligned with what truly matters.
  • Authenticity and Self-Awareness: Help in understanding oneself and staying true to beliefs and preferences.
  • Stress Reduction: Minimize internal conflict and stress by living in accordance with values.
  • Consistency and Stability: Provide a stable foundation for behavior and goals.
  • Motivation and Goal Setting: Serve as powerful motivators for pursuing meaningful objectives.
  • Relationships and Boundaries: Identify compatible connections and set healthy boundaries.
  • Personal Growth and Resilience: Encourage growth and resilience when facing challenges.
  • Greater Fulfillment and Happiness: Lead to a sense of contentment and satisfaction in life.
  • Ethical and Moral Compass: Assist in making ethical decisions and fostering integrity.
  • Legacy and Impact: Contribute to leaving a positive impact on others and creating a meaningful legacy.

Overall, core values serve as a foundation for personal growth, meaningful relationships, and a purposeful life. Understanding and embracing them provide a sense of direction and inner strength to navigate life’s challenges and opportunities.


My core goals, if interested are :

Be kind. Have integrity. Keep learning.

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How do we become a storyteller

Storytelling has evolved many times over the course of human history, and ever since the birth of communication story telling was used. Yes, that includes cavemen who drew pictures on walls depicting stories of their lives. Storytelling has been a constant throughout human evolution, nowadays this takes the form of books and movies which all follow a similar map:

Old Fashioned Story Map

How to become a storyteller

Becoming a skilled storyteller is a craft that combines creativity, practice, and an understanding of what captivates an audience. Whether you’re looking to captivate listeners around a campfire, engage colleagues in a meeting, or write compelling narratives, here are some tips to help you become a better storyteller:

1. Know Your Audience: Tailor your story to your audience’s interests, preferences, and background. Understand what resonates with them and shape your narrative accordingly. An engaging story should connect with the listeners on a personal level.

2. Start Strong: Grab your audience’s attention from the very beginning. Begin with a captivating line, a thought-provoking question, or a suspenseful scenario that piques their curiosity and compels them to listen further.

3. Develop Characters and Settings: Create relatable and dynamic characters that your audience can connect with emotionally. Describe the settings and environments in a way that transports your listeners into the story. A vivid portrayal of characters and settings makes the story more immersive.

4. Show, Don’t Just Tell: Use descriptive language to paint a picture in the minds of your audience. Instead of telling them what’s happening, show them through sensory details, emotions, and actions. This allows listeners to experience the story firsthand.

5. Build Tension and Conflict: Every compelling story has an element of tension or conflict that keeps the audience engaged. Introduce challenges, obstacles, or dilemmas that the characters must overcome, creating a sense of anticipation and emotional investment.

6. Create a Journey: Take your audience on a journey with a clear beginning, middle, and end. The story should have a progression that builds toward a climax and resolves the conflicts presented earlier. This structure keeps listeners engaged and invested in the outcome.

7. Use Dialogue: Incorporate dialogue to give your characters a voice and add authenticity to the narrative. Dialogue can reveal personalities, motivations, and relationships between characters.

8. Embrace Emotion: Engage your audience’s emotions by infusing your story with a range of feelings – joy, sadness, surprise, fear, and more. Emotional resonance helps listeners connect with the story on a deeper level.

9. Practice, Practice, Practice: Storytelling is a skill that improves with practice. Experiment with different styles, tones, and subjects. Share your stories with friends, family, or colleagues to receive feedback and refine your technique.

10. Be Genuine and Passionate: Authenticity is key to connecting with your audience. Share stories that resonate with you personally and evoke genuine emotions. Your passion for the story will naturally come through in your delivery.

11. Use Visual Aids (If Applicable): If you’re telling a story in a visual format, such as a presentation or video, incorporate images, videos, or slides that complement and enhance your narrative.

12. Learn from Other Storytellers: Observe and learn from skilled storytellers, whether they’re authors, public speakers, actors, or even friends who have a knack for captivating storytelling. Pay attention to their techniques, pacing, and the way they engage their audience.


Remember, becoming a good storyteller takes time and practice. Don’t be afraid to experiment, take risks, and find your unique storytelling style. With dedication and a commitment to honing your skills, you’ll become a storyteller who can capture hearts and minds with the power of your narratives

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Amanda Clarke

Communications Specialist

I am a huge advocate of inclusivity and education within the workplace, and with engaging internal communications I believe we can create environments where people are able to learn and feel welcome.