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Home » Strategic Storytelling Tips from John Trybus, Featured Speaker at PRSA Chesapeake Conference

Strategic Storytelling Tips from John Trybus, Featured Speaker at PRSA Chesapeake Conference

Strategic Storytelling Tips from John Trybus, Featured Speaker at PRSA Chesapeake Conference

by | May 27, 2015

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 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

About the Author

Jeffrey Davis

Jeffrey A. Davis, APR has more than 25 years of news media and national public relations experience and heads J. Davis Public Relations, LLC, a PR and social media consultancy. A three-time PRSA Maryland president, he serves as Maryland regional editor for the Capitol Communicator and is co-founder of Podville Media in D.C. where he co-hosted the "Practically Social" podcast. Jeff is the regional representative of the national Public Relations Consultants Group (PRCG). He began his career as a reporter at daily newspapers in Ohio, New Jersey and at the Capital Gazette in Annapolis.

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