the role of research in storytelling. storytelling: bringing your communications to life, seminar,...
TRANSCRIPT
The role of research in storytelling
CharityComms Storytelling Seminar
Jo Graham, January 22 2015
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• Is the sample robust?
• Are the questions appropriate?
o Clear and easy to follow
o Jargon free
o Audience friendly language
o Not leading
What are the key ingredients for storytelling?
It starts at the very beginning; a very good place to start
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• No right or wrong way to analyse data (whether numbers or words) but it should be:
o Balanced
o Rigorous, thorough, methodical and systematic
o Transparent and accessible to others
• Identify themes and sub themes and differences/similarities between different audiences
• Substantiate ideas with the data and quotes that support it
Continues through to the analysis . . .
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• Double check figures
• Sense check findings – would participants be happy to be represented this way?
• Refer back to your research objectives or the research team who carried out the research
Apply some checks and balances
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• Visual, presenting data in different ways, brevity
• Articulate the story in a nutshell at the beginning of the presentation
• And don’t mess with the classics!
The final ingredient - building and presenting the story
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What might get in the way of telling a good story?
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Running out of time
Drowning in information
Complexity
Boring!
What can improve success? Consider the audience and be a presentation superhero!
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Needs of the audience
Confidence
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Seminar
22 January 2015
London
#charitystorytelling
Storytelling:bringing your
communications to life
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