Just Story It! Biz Storytelling
197.7K views | +8 today
Follow
Just Story It! Biz Storytelling
Growing leader's impact, influence and income through the power of business storytelling                  www.juststoryit.com
Curated by Karen Dietz
Your new post is loading...
Scooped by Karen Dietz
Scoop.it!

Want Engagement? Storytelling is Relational, not Transactional

Want Engagement? Storytelling is Relational, not Transactional | Just Story It! Biz Storytelling | Scoop.it
My origin story is a tale of constant change. The most recent transition, from running the multimedia desk at the New York Times to chairing the University of Oregon's Agora Journalism Center, is filled with many life lessons.
Karen Dietz's insight:

What a great post this is, with really good insights about engagement.


We know marketing, branding, and other business storytelling applications are beginning to make the switch into engagement. This post is written from the field of journalism about what engagement looks and feels like -- for example, the need for interdisciplinary skills.


Here are 3 ways to get the most insights from this article: 

  1. Read it through once as is.
  2. Read it through again, and substitute the word "storytelling" for the word "journalism".
  3. Read it through a third time, and substitute the word "marketing" for the word "journalism".


Have fun and let's create more engagement!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it. Follow her on Twitter @kdietz

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

The Storytelling Backlash: 9 Arguments Against It

The Storytelling Backlash: 9 Arguments Against It | Just Story It! Biz Storytelling | Scoop.it
There seems to be a backlash to the content marketing movement and business storytelling is being used as its poster child. Here are nine arguments against business storytelling followed by my counterarguments.
Karen Dietz's insight:

What a provocative piece! Yes, there's a backlash against storytelling going on. Basically, that storytelling is bad and we should avoid it. Makes me laugh. 


Since we think in stories, talk in stories, and stories are the way we make meaning of the world, It's like people saying "Don't have a brain!" How silly.


So this article charts out the 9 arguments against storytelling, and offers clear, concise, brilliant rebuttals. Yay! Take these to your clients/colleagues whenever you hear one of these pop out of their mouths.


Written by Ron Ploof, as you read these arguments you will scoff and then enjoy Ron's reply. Above all, keep those stories coming! Be brave. Story is worth fighting for.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

more...
No comment yet.
Suggested by @zbutcher
Scoop.it!

Confusion Alert: Is Corporate Storytelling Replacing News?

Confusion Alert: Is Corporate Storytelling Replacing News? | Just Story It! Biz Storytelling | Scoop.it

"Today's discussion: When journalism's business model falters, should we all jump ship to 'corporate storytelling,' also known as content marketing?"

Karen Dietz's insight:

Fellow curator zbutcher sent me this piece and I think it is worth commenting on.


Basically, this article is about how corporate storytelling is perhaps replacing journalism. But what I experience as I read this article is that there's a lot of confusion between effective corporate storytelling, journalism, and public relations (PR).


So this is a problematic article on many fronts, and it helps inform us about what we need to do and not do when working in business storytelling. It may even help those corporations trying to do good storytelling where they might be going astray because the story label is applied so broadly.


You should know that I was trained as a journalist, and worked in that capacity, oh so many years ago. There is a huge difference between news stories, feature stories, and the kind of storytelling we talk about here, even though they are all called stories. 


News stories are crafted as a pyramid. The who, what, when, where, why goes at the top. Stories follow an inverted pyramid where a context is set and then we drive home to the point of the story at the bottom. Feature news stories focus on grabbing the most interesting part of the story and sharing that at or near the beginning.


As the author says, the best of corporate storytelling is not mere promotion, announcements, or spin. Oh sure, there's tons of that around and it often is not worthy of anyone's attention.


And content marketing is just a vehicle for sharing stories. Content marketing is a mix of news and the best of business storytelling.


OK -- so why pay attention to this article? Well, it's a good example of the different notions out there in the marketplace about business storytelling. Yet despite this, it shows how journalists can also be great assets in a content marketing strategy, particularly when "I'm always reporting and writing as a service to our readers, not the companies I'm writing about" as the author says.


I think, however, that the author got it backwards when she says "Journalism is more than storytelling." I think it should read: "Storytelling is more than journalism" because news/feature stories are not the only kind of storytelling on the planet.


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

The Industrial Complex of Storytelling

A couple of years ago, if someone asked you what you did for a living and you told them you were a 'storyteller,' that person would have nodded in pretend understanding while assuming you still lived with your parents. Now? A search of LinkedIn reveals that there are over 650,000 people with the word 'storytelling' in their title. That's more than the entire population of Boston.
Karen Dietz's insight:

Did you know that if you do a search on LinkedIn for "storytelling" more than 650,000 people who up with that word in their title?


Wow! Who knew?!


If you search Google for "business storytelling consultant" you come up with 3,290,000 hits. Crazy.


Storytelling has arrived, and this article shares a few more stats. Which is great. The article was written by journalist Sam Slaughter, who then goes on to position journalists as the best skilled folks for brand storytelling. 


For some stories, that could be true. But it's better to know that classical storytelling is an inverted pyramid (like a martini glass) while classical journalism stories start with the point and then broaden out with more details at the bottom.


Personally, I think success in business storytelling requires understanding both (along with a bunch of other story structures) -- because ultimately it's about knowing which is the best way to tell a particular story, at a particular time, to a particular group of people.


In the end, I agree with the author -- training in performance and other kinds of storytelling is critical for anyone working in the field. Otherwise we get mediocre business storytelling (or worse) -- which is the norm today BTW. Then companies say, "Oh yeah, we tried storytelling. It didn't work like we wanted." Don't let this happen to you. Storytelling works in the hands of a trained professional and the commitment of the company.


So that's my take on the world this Tuesday morning :)


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

more...
No comment yet.
Scooped by Karen Dietz
Scoop.it!

In Storytelling, Get A Bigger Win By Focusing On Solutions

In Storytelling, Get A Bigger Win By Focusing On Solutions | Just Story It! Biz Storytelling | Scoop.it
Some groups are adopting a storytelling genre that focuses on how communities rebuild and recover after natural disasters and other difficult times.
Karen Dietz's insight:

I've written before about news stories using a structure (the pyramid with the key message/details in the first paragraph) that is the direct opposite of classical storytelling (inverse pyramid with key message at the end). So I was fascinated by this article that talks about how and why news stories need to change -- and the role business and nonprofit stories can play.


I love the concept of 'restorative stories' as an antidote to the newsfeeds. And the call to news organizations to tell better stories. The role of nonprofits and business? To craft 'restorative stories' as a way to build visibility, advance their vision/mission, grow, and make a difference in the world. Makes perfect sense to me.


So the question is -- are you telling restorative stories? Read the article to find out. Great points are made here, along with concrete steps to take. Yeah!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it

more...
No comment yet.

Just Story It Newsletter

Sign up for my rather infrequent newsletter