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# Strategic Storytelling Tips from John Trybus, Featured Speaker at PRSA Chesapeake Conference
- URL: https://capitolcommunicator.com/learn-strategic-storytelling-tips-from-prsa-chesapeake-conference-speakers-june-4/
- Published: 2015-05-27T14:51:12.000Z
- Updated: 2022-03-11T18:30:54.000Z
- Author: Jeffrey Davis
- Tags: Events, PR, #Import 2026-10-08 18:46

**All of us can remember our favorite childhood stories.** Even the greatest moments in history are filled with compelling stories.

Stories inspire, engage, trigger emotion and drive action. So what’s the secret behind effective storytelling for your organization? **John Trybus, APR**, deputy director of the Center for Social Impact Communication at Georgetown University, and featured speaker at the [PRSA Maryland Chapter’s](http://www.prsamd.org/?ref=capitolcommunicator.com) 2015 Chesapeake Conference, offers five tips for better storytelling:

- Successful organizational stories are composed of five essential building blocks: character, trajectory, authenticity, action-oriented and a hook.
- Profile a single, compelling “character” that your organization works with who is relatable to the audience and can relay specific details and experiences; your organization should only play a supporting role.
- Banish jargon. No one wants to hear your organization’s acronyms.
- Before producing a story, spend enough time planning. Let the ultimate purpose for the story drive choices for how it will be produced, shared and evaluated.
- Build a culture of storytelling within your organization by creating a story corp of employees that includes a member of leadership.

*Submitted by Mark Hoeflich*